SPELL
Ally Herfurth is an experienced communications professional currently serving as a Brand Communications Coordinator and formerly as a Brand Communications Assistant at SPELL since August 2022. Prior to this role, Ally held various managerial positions at MARVELL LANE from November 2020 to August 2022, including General Manager and Customer Service and Marketing Manager. Experience at Kavala Collective spanned from November 2019 to November 2020 in roles such as Customer Service Manager and Operations Manager. Earlier, Ally was an Account Manager at iD Collective Pty Ltd, managing accounts across fashion, beauty, and lifestyle sectors from August 2017 to August 2018, and an Account Executive at Tomorrowland Group from March 2015 to May 2017, focusing on account management and influencer programs. Initial career steps included a Junior PR Executive and PR Intern at The Red Republic, and roles in childcare and administration. Ally holds a Bachelor's degree in Communication, Public Relations & Business Communications from Griffith University, completed between 2013 and 2014.
SPELL
Spell is a modern-bohemian fashion brand. The story began when two sisters joined each other in the idyllic beachside town of Byron Bay, Australia, to continue a journey they'd started together many moons ago, as children. Inspired by far-off places, vintage treasures and childhood memories. The sisters' designs allude to the dreams of their Latvian grandparents who fled war-torn Europe bound for America, but for a twist of fate ended up in a dusty refugee camp in Australia; to their hippie parents, a leather craftsman and potter, who in the 1970s hopped from town to town following their own wild dreams. Most of all, Spell's flowing, feminine dresses, love of turquoise, florals and age-old lace, whisper to the sisters' own childhood. Spell taps into that sense of nostalgia, beauty and freedom that so compliments the female spirit. The vibrant, expressive part of you that emerges on vacation, or mid-strut at a festival, Spell brings that spirit to life, wherever you are. All garments are proudly designed and sampled in the Arts & Industry Estate of Byron Bay, and produced ethically in factories around the world.