Six months ago we made a really BIG change at Eva's Sunday when we closed down our wholesale arm. After 4 1/2 years, the relentless cycle of running a wholesale fashion label wasn't sitting comfortably with us. The pace was so fast, the risks were great and the passion that had ignited us from the start felt squeezed out. There was a lot of noise but it wasn't a joyous tune. Something had to give. We needed to change the narrative. Deep breath.
Welcome to the first in a little series of stories called THIS IS US where we take you inside Eva's Sunday to meet our staff and share in the inspiration we find in the communities around us. We begin with our charming shop front in the immaculately preserved historical township of Beechworth, 3.5 hours drive northeast of Melbourne. Leafy elm and oak trees line the streets of this famous gold rush era town which was first settled in 1856. The main 2 streets are neatly dotted with shops, restaurants and historic buildings such as the old courthouse. It's no surprise to hear the sound of a horse and cart as you park your car in the main street!
At Eva's Sunday we place a high value on creativity which is why so much time, effort and above all LOVE goes into the visual merchandising of our three stores. We know you value it too - the "ooohs" and "ahhhhs" echoed by so many of you as you wander the stores are a bit of a giveaway!! Thank you by the way - we love the positive affirmations.
The Peony Collection marks the beginning of a lovely friendship. Our obsession with Liberty of London fabrics began with my very first label, NICMAC, where we embellished literally thousands of white t-shirts with the iconic floral designs. In this collection, we introduce the Petunia Top, a pretty and feminine summer style in the stunning Mitsi Valeria tana lawn by heritage fabric house Liberty of London.
Ever wondered what goes on behind the scenes at the Eva's Sunday studio? Our workroom is a really busy place filled with lots of samples and works in progress of the many collections we release each year. Click into this post and read an article written about our head designer and my sister Danni Townsend-O'Neil and the way the whole ES story unfolded in the Victorian town of Myrtleford.
Next time you pop into an Eva's Sunday store don't forget to mist yourself in the lovely scent of a One Seed fragrance. This boutique brand from SA has a serious following and we have a constant stream of shoppers who come into store looking specifically for this cruelty free, stunning natural product. Each fragrance is unique and will reveal itself on your skin for hours after its first application.