How do you go from being a video editor to creating an iconic Byron Bay fashion label loved by global celebrities? Co-founder of Spell, Lizzy Abegg shares with host Elle Ferguson why she joined forces with her sister to create the brand, how her childhood of creativity paved the way to becoming a natural storyteller and why she was never interested in fashion! *Spoiler Alert* This episode contains stories of the brand starting out at local markets before using social media to create a straight-to-consumer product, why not knowing the rules meant they didn’t have to follow any, and the valuable lessons the brand learnt from public failure!

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