Elizabeth Abegg - Taking Spell from a market stall to a $1 million month

Oct 09, 2019

Elizabeth Abegg is one half of sister-duo that makes up Byron Bay fashion brand Spell and the Gypsy Collective. With a background in video editing and a lot of gut instinct, Elizabeth drove the label into a global business by embracing the blogging and online shopping world.

Over almost ten years, the brand has grown from strength to strength, employing over 50 women in Byron Bay, stocked in American online retailers Free People, Revolve and Planet Blue and gaining over 1 million followers across their social media platforms. Spell & the Gypsy Collective was awarded the 2016 Australian Business of the Year at the National Telstra Business Awards and finalists of the Cosmo Women of the Year Awards 2017 in the Designer Category. Elizabeth is now the CBO  (Chief Brand Officer) of Spell after many years of doing everything in the business, and she will be focusing on heading up Spell's main focus of making the company sustainable, continuing to create better lives for our global team producing garments as well as overseeing the overall marketing strategy and brand culture of Spell.

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