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THE RUNDOWN
- Beloved Australian occasionwear label Shona Joy is closing after 26 years.
- Founder Shona Thatcher has said the decision was made so she could focus on her young family following a move to Byron Bay five years ago.
- Shona Joy is the fourth major Australian label to close this year, after Sass & Bide, Cue Clothing, and Veronika Maine.
After 26 years, Australian occasionwear label Shona Joy is closing, with founder Shona Thatcher saying the decision was made to focus on her young family after moving to Byron Bay five years ago.
The brand began in Sydney in 2000 and has expanded to 32 countries globally, focusing specifically on event dressing and bridal.
Shona Joy is the fourth major Australian fashion label to close this year, following Sass & Bide in January and Cue Clothing and its sister brand, Veronika Maine in September.
Shona Joy, the go-to Australian brand for school formals, weddings and cocktail parties, is closing its doors, the Australian Financial Review reports. After 26 years in business, Shona Joy Thatcher, the brand’s founder, has decided to close her namesake label to focus on her young family. Thatcher has two sons and in 2021, relocated to Byron Bay. As commuting to the brand’s Sydney headquarters became increasingly difficult, Thatcher made the decision to close the business on her terms.
“There was always going to be a day when I thought, ‘That’s enough now,’” Thatcher told the AFR. “I’ve done extremely well, and I’m proud of what we’ve built over the past 26 years. The business has grown so much, and I can’t manage being a mum as well. I want to step back. I’m successful, and I want to end [the business] on a successful note. I’m proud that I can do that.” AFR reports that the brand was profitable and all staff will be paid their entitlements, while the online store will remain open until 2027.
Thatcher started her eponymous label selling pieces out of Bondi and Paddington markets in 2000, and three years later, the brand was stocked nationally at David Jones. Shona Joy is now sold in 32 countries globally, with the majority of its business coming from direct-to-consumer sales. It’s become one of Australia’s most successful mid-range occasionwear brands, paving the way for labels like Bec + Bridge and the now-shuttered Alice McCall.
Why Did Shona Joy Close?
Speaking to AFR about her decision to close the brand, Thatcher said, “This business is my baby and my passion. But my children are my priority.” The constant commuting from Byron Bay to Sydney made running the business challenging, with Thatcher also citing the increasing pace of the fashion industry as a factor that contributed to her decision. “Fast fashion has made it a lot harder. Everyone is shopping online … and the expectations are so high — everyone wants everything so quickly,” she said. “The cycles of running four collections a year, of 80 garments each, plus bridal and bridesmaid collections, is intense.”
Thatcher said she explored the potential of selling the label, but said “nothing felt like the right fit” after four years of looking for a buyer. As such, Thatcher remains the owner of any intellectual property owned by the brand and its name, should she plan to revive the label in the future. For now, though, she’s focusing on running a different kind of business: her household.
The post Why Is Shona Joy Closing? Beloved Australian Occasionwear Brand Has Announced The End Of An Era appeared first on ELLE.
