# Spell

> Spell is a Byron Bay fashion label founded in 2009 by sisters Isabella Pennefather and Elizabeth Abegg. Beginning as a jewellery stall at Byron's artisan markets, it grew into a globally recognised 'elevated boho' womenswear brand known for hand-drawn signature prints, dreamy romantic silhouettes, and a large, loyal online community. The company - which retired its former name 'Spell & The Gypsy Collective' - is a certified B Corporation and carbon-neutral business that has moved much of its supply chain toward organic and recycled fibres.

- **Founded:** 2009
- **Headquarters:** Byron Bay, New South Wales, Australia
- **Founders:** Isabella Pennefather (Co-founder & Designer), Elizabeth Abegg (Co-founder)
- **Team size:** Approximately 50-85 employees
- **Products:** Womenswear, Swimwear & Intimates, Accessories, Spell Kids, reSpell / Spell Salvage
- **Notable:** Grew from a Byron Bay market stall (2009) into a globally shipping fashion label., Certified B Corporation., Carbon-neutral certified.

## Products & services

- **Womenswear** — Elevated boho dresses, tops, bottoms, knits, sets, denim and outerwear with hand-drawn signature prints, sized XXS-3XL.
- **Swimwear & Intimates** — Swim made from ECONYL regenerated nylon and intimates lines.
- **Accessories** — Jewellery (the brand's original product), footwear, bags, belts, hats, scarves and beauty.
- **Spell Kids** — Children's clothing extending the brand's prints and aesthetic.
- **reSpell / Spell Salvage** — Circularity and resale/reuse initiatives to extend garment life.

## Achievements

- Grew from a Byron Bay market stall (2009) into a globally shipping fashion label.
- Certified B Corporation.
- Carbon-neutral certified.
- Transitioned T-shirts to GOTS-certified organic cotton and swimwear to ECONYL recycled nylon (2018).
- Built an Instagram community of roughly one million followers.
- Worn by celebrities including Alessandra Ambrosio and Kate Hudson.

## Latest updates

- **2021-01** — Consolidated social presence, rebranding the primary handle to @spell and retiring 'The Gypsy Collective' from the name.
- **2018-01** — Shifted key ranges to sustainable fibres - GOTS organic cotton tees and ECONYL swimwear.

## Links

- Website: https://spell.co
- LinkedIn: https://au.linkedin.com/company/spellco
- Twitter/X: https://twitter.com/spell_byronbay
- Instagram: https://www.instagram.com/spell/
- Facebook: https://www.facebook.com/spell.co

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Profile page: https://yespress.io/spell
Published by YesPress — https://yespress.io
Last updated: 2026-07-26