SPELL
Sarah Holdway is an experienced professional in the fashion industry, currently serving as Head Buyer at SPELL since July 2022. Prior to this role, Sarah held various buying positions at Imprint House from September 2019 to October 2023 and at General Pants Group from January 2012 to January 2016. Additionally, Sarah was a Co-Founder at We Are Hunters from January 2017 to June 2019 and worked as a Buyer at Warehouse and Principles between 2010 and 2009. Sarah began their career as a Junior Buyer after obtaining a Bachelor of Science (BSc) in Fashion/Apparel Design from De Montfort University, where studies took place from 2002 to 2005.
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.