Elegant yet uncomplicated, sophisticated yet simple.
Designer, Leina Broughton, started the label in 2010 after working with Country Road in the start up team for their sister brand Trenery. After working with many well known Australian brands, she knew it was time to take the leap of faith and work on her own brand. She hit the boutique market with a unique direction of offering mini collections every two months instead of the traditional season heavy ranges.
The response to Leina's fresh approach of delivery and jersey design was warmly received by customers and retailers and the business moved into flow. In 2013, Leina met Fleur Richardson, who had moved to the Gold Coast for a sea-change after working with Brisbane designer Sacha Drake since the conception of the brand.
There was an immediate connection with Leina & Fleur as they had incredibly complimentary skill sets and the same work ethic. Within six months they were walking into equal business partnership and getting ready to move the business to the next level.
To kick start the partnership, Fleur and Leina decided to build their own software cloud platform to run their entire business operations. In 2014 they were awarded a federal grant to build the software and in 2016 went on to become finalists in the Telstra business awards. The business has grown beyond a brand and become a way of life for these two.
The brand continues to grow and blossom into a beautiful success story. With a commitment to creating high quality garments developed and manufactured in Australia, making every piece you buy an investment.
For the love of a true Australian boutique brand.