Spell & The Gypsy Collective

Before it was a go-to boho fashion brand for bohemian-chic women around the world, Spell and The Gypsy Collective (called Spell by loyal customers) was a small stall in Australia’s Byron Bay’s local market. It was run by Isabella Briedis—later joined by her sister Elizabeth Abegg—and flourished at a grassroots level: think handmade jewelry sold from Tupperware containers and clothing crafted in Bali.

That was in 2009. There was no Instagram to sell products on, but there was an opportunity to draw attention through blogging. So the sister duo jumped online and shared their products with a growing audience of blog followers, many of whom remain to be the brand’s loyal followers to this day.

          

Spell & The Gypsy Collective eventually branched out to include a dreamy range of garments, accessories, and homeware for women. There’s even a clothing line for bridalwear and girls. Its enchanting floral prints and earthy palettes have attracted A-listers like Jessica Alba and Chrissy Teigen.

What’s more, the boho fashion brand is taking steps towards greener practices. Currently, Spell & The Gypsy Collective collaborates with ethically accredited suppliers, ensures fair and ethical production of clothing, and uses sustainable fibers in its clothing. Slowly but surely, the brand improves its efforts towards sustainability and commitment to transparency.

In between the growth and challenges, Spell & The Gpysy Collective’s spirit has stayed the same. Just one visit to its online store would inspire you to escape to the back of a minivan or kick it at a festival by the beach. Whether you or not you have the chance to go OOO mode anytime soon, count on Spell & The Gpysy Collective to bring that free-spirited magic to your wardrobe.