Meet the Makers: St Agni
Introducing our new series, Meet the Makers. A way to shine the spotlight on the talented and pioneering small business owners that inspire us most. The dreamers, the disruptors and the innovators, hand chosen by our very own Founders, Emma and Victoria.
To kick things off, we’re introducing you to the Founder of one of our all-time favourite Aussie labels, St. Agni. Known for their luxurious, coveted accessories that have gained a cult status around the world, the popular brand was started in Byron Bay by the awe inspiring and endlessly talented Lara Fells. We chatted to Lara about how the brand got started and what she’s learnt along the way…
Thank you so much for taking the time to speak with us. It’s no secret that we adore the St. Agni brand. Can you tell us what you were doing before St. Agni and what inspired you to start the brand?
I started St. Agni when I was in my early twenties whilst I was also managing a retail store and felt a huge urge to do my own thing. I really loved working in retail and being in a retail environment, but there wasn’t much space for career progression without moving to the city. Initially my focus was to create minimal leather goods, so we started with a small collection of accessories and grew the business from there.
It all started with the famous Paris mule. How did you develop the range from there?
We introduced woven footwear to the collection in our third year of business and as soon as they launched, they sold out. Every time we ordered more stock they would sell out within a few hours. We were really lucky to develop a product that drew so much attention and helped our business grow so rapidly. From there we explored different styles of weave and we moved into apparel. I have always been quite fluid with the direction of the business and always followed my instincts.
What are some of the most important things you’ve learnt along the way?
Surround yourself with a team of people that are passionate in their position, but also nice to be around because it’s so important to have a nice energy in the team.
Not to sweat the small stuff, everything works out.
Stay true to yourself.
Tell us a little about your design process and where you find inspiration…
Inspiration can come from so many different places - I’m really inspired by architecture, interiors and past eras. I’m not a very colourful person, but I’m really drawn to texture and tone. Normally we start the collection with a theme or a feel, and then build on that. Once we have established the initial direction, I work with our Designer to build out the collection and she works on the details before sampling commences.
Biggest ‘pinch me’ moment in business so far?
Moving into our HQ at the end of 2019 was a big pinch me moment. It’s such a beautiful space and it’s so nice to have a HQ that represents the brand so perfectly.
It’s been so amazing to watch your brand grow - your range now includes shoes, bags and womenswear. What’s next for St. Agni?
For St. Agni, 2021 is about refining elements. It’s so easy to get caught up in growth, but I think it’s really important to allow time for reflection and allow the business time for it’s own form of ‘self-care.’
Last year we joined with luxury swim label, Ziah, so it’s been really exciting working on something that’s completely different to what we normally do.
Lastly, we always like to finish some inspiring words of wisdom. What’s your key piece of advice in life that you would pass onto anyone?
Figure out what you want, once you know that, the rest is easy.
