Sat 9 Jan
Small Stories: St. Agni.
Lara and Matt Fells, founders of Byron Bay women’s luxury lifestyle brand St. Agni, know all about passion and hard work, and how taking risks and following your instincts can pay off.
How it began.
It all started with the dream of owning their own business for Lara and Matt Fells, who call the beach town of Byron Bay in northern New South Wales home.
The pair were working in retail, but for a long time knew they wanted to start something of their own that would match their passion for high-quality craftsmanship and minimal design. With little experience and money, but a whole lot of passion, they launched their own fashion label, St. Agni, in 2014.
‘We started St. Agni with the goal to create minimalist handbags. Matt and I were both managing retail stores at the time, but we didn't have much experience in manufacturing or business; we didn't even have the budget to start a business!’
Unlike a lot of first-time designers, Lara and Matt didn’t have investors knocking at their door or an extensive background in the fashion and manufacturing game when they started. Only the desire to build a brand that aligned to their values and aesthetic. They wanted to build a company that gave them the freedom to follow their passions, and find balance between work and life in Byron Bay. ‘I think the way we started is pretty unique,’ laughs Lara. ‘We were so naive and just went for it!’
So they got to work designing the pieces that would launch their brand.
Three bag designs.
Armed with their ideas and a credit card, they travelled to Indonesia with the aim of creating something unique to the market. Deciding to forgo the option of creating a full clothing line, they chose to focus on three different styles of bags. The first production run was 15 pieces in total.
‘We started with really simple designs that we noticed were missing in the market. Everything was over-embellished, and we wanted something else; we wanted a really pared-back design,’ explains Lara.
The first few months were all about feeling their way through creating a business. But they were determined to succeed, and reinvested every dollar they made in the early days back into the business. ‘We invested back into stock and grew the business organically,’ says Lara. And inch by inch, they were able to expand into other lines.
The woven shoe.
From bags, Lara and Matt expanded into footwear, and it was the introduction of the woven shoe design that gave them their next leap forward. A chic, minimal design that caught the attention of women around the country. ‘It went crazy and we couldn’t keep up. The woven shoe put us on the map.’
From there, the brand exploded. They were able to open their first space in Byron, which changed everything again. ‘Moving from a spare bedroom to an actual physical space – that’s when it really took off for us,’ says Matt.
It was an opportunity to take everything they loved about their brand and put that into designing a space to work and display their range. The shop became an embodiment of their core values and an opportunity for customers to fully experience the brand; to feel the clothes, and smell the scent of St. Agni.
In addition to growing their own business, Lara and Matt love the fact that they are having an impact beyond their product. As the brand has grown, so have the people and businesses around them. ‘I think the most rewarding part about owning our own small business is working with the staff we employ and seeing how our manufacturers have grown along with us,’ says Matt. ‘When we started out making shoes and accessories, there were only three workers. Now, that’s expanded to 30 workers in just one supplier – it’s really rewarding for us to see how we’ve helped grow another business.’
The next chapter: swimwear.
Their journey so far has been punctuated with many small moments of gratitude. And as they move into the next chapter, Lara and Matt appreciate how critical evolution is to any brand. ‘It's so important to keep evolving and to not become complacent, even when things are moving successfully,’ says Lara.
After such grit and determination in setting up the brand from nothing, it comes as no surprise that their next endeavour is out of their comfort zone again. ‘We’ve just partnered with swimwear label Ziah, and we’re really excited for this new venture,’ says Lara. But the dream collaborations don’t stop at fashion. ‘I'd love to collaborate with a hotel,’ she adds. ‘I really enjoyed creating Apartamento (an accommodation space we developed that is near the St. Agni headquarters, and is designed to emulate the look and feel of the brand) and I really like the idea of extending the brand experience to accommodation.’
From conception to now, the pair have poured their heart and soul into St. Agni. And as they enter their seventh year, they haven’t lost sight of what’s important to their brand. As their small business continues to grow, Lara and Matt often take time to reflect on their values, the world around them and remember to never lose touch with what got them to where they are now: taking risks and following their instincts.
‘You always have to look forward. We always follow our instincts and just go with it,’ smiles Lara.
Lara and Matt's quick-fire questions:
Where are you currently drawing your inspiration? I continue to feel inspired by interiors; the different colour palates and textures, and how they are paired together. For the collection we are currently working on, we have drawn inspiration from vintage shapes and styles worn in the south of France.
What's your favourite place to brainstorm in Byron? I feel really inspired at home, or anywhere I can be alone and just be with my own thoughts, allowing my mind to wonder. It doesn’t happen much with a three-year-old in the house!
What are the three most popular St. Agni pieces? The most recent styles we have seen people loving are the Linen Knitwear, Tencel Suiting and Neda Trench Coat.
What is your favourite St. Agni piece? I really love the Nona Woven Sling Bag, it's my favourite piece at the moment.
