Australian fashion label Shona Joy is to close at the end of the year after 26 years in business, with founder Shona Thatcher telling staff she wants to prioritise her family.
The designer said she could no longer maintain the commute between Byron Bay and Sydney while running the formal and bridal wear business. She hopes to spend more time with her young children and become more involved in their lives.
“There was always going to be a day when I thought, ‘That’s enough now.’ I’ve done extremely well, and I’m proud of what we’ve built over the past 26 years,” Ms Thatcher told the Australian Financial Review.
She added: “The business has grown so much, and I can’t manage being a mum as well. I want to step back. I’m successful, and I want to end [the business] on a successful note. I’m proud that I can do that.”
Ms Thatcher said the decision was not the result of the financial difficulties affecting other Australian women’s fashion labels, including Cue and Sass & Bide.
Shona Joy recorded more than $12.5 million in sales in 2025, helped by the popularity of its La Lune dress collection. Its designs have been sold in 33 countries, including the United States, through retailers such as David Jones, Bloomingdale’s and The Iconic.
The label has never operated its own physical shops. Its website will remain active until the new year as the business winds down.
Thirty-three staff members are expected to be affected by the closure, and all will be paid their entitlements.
