Shona founded SHONA JOY in 2000 selling her designs at the iconic Bondi Beach and Paddington markets. From humble beginnings, Shona received her first big break designing a capsule collection of hand painted tee’s for Belinda Seper’s Corner Shop in Paddington. So popular were her designs, “Christy Turlington, while on a trip to Sydney, ended up buying one in every colour!” Soon after, SHONA JOY was being stocked in multiple fashion boutiques around Australia.
While it may have been the quintessential tee that thrust SHONA JOY into the international fashion arena, SHONA JOY is most renowned for consistent feminine silhouettes, unique hand designed prints and distinctive colour palettes; all with a hint of 70’s bohemian glamour embodying today’s modern woman.
How did Shona Joy Bridal start?
We recognised a real shift in demand, with today’s brides moving away from the conventional expectations for bridal, stripping back the notion of what a wedding ’should’ look like and instead option for a more paired-back bridal look. Our first Bridal Collection launched in 2019 - a capsule of ready-to-wear separates, gowns and midis with a fashion edge and classic cut jumpsuits in luxurious liquid fabrications designed for the modern bride who is looking for an understated dress to wear on her wedding day - a dress that she will actually wear again after the wedding, and a great addition to her honeymoon or vacation wardrobe.
We also saw the demand for the days surrounding a wedding - the pre and after parties, and with more and more couples opting for the week away with family and friends, it suddenly turns in to a week of events where she now needs a dress for every event. We also believe a wedding shouldn’t break the bank - there’s still the honeymoon to go!
What’s your favourite bridal look?
Our La Lune Backless Maxi Dress is a show stopper! To me this personifies the brand - laid back, classic, chic, effortless and a touch of sexy.
Where do you find your inspiration for your collections you curate?
Inspiration comes from everywhere. We always start with our prints for the season and we have a very distinct colour palette of neutrals, we then look at texture. Everything needs to speak natural, classic and earthy under tones. We want you to have the pieces forever - we aren’t into disposable fashion.
Who is your favourite bridal designer?
I really don’t have one - I would opt for a fashion style rather than a traditional bridal designer. I do love Chloe or maybe some amazing vintage gown.
What did you wear when you got married?
We got married at Emerald Valley in Byron Bay. We had a NYE wedding, and friends and family there for a week long party.
What would you wear if you got married today?
Something in the cream colour way from our La Lune collection (and something newly designed) - I love the depth of colour, its so rich and classic.
What did you wear / what do you plan on wearing?
A dress I designed made of heavy cream silk with a silk linen patched bodice and Marnie shoes.
What’s your favourite famous / celebrity bride look?
Hands down, John Kennedy Jnr and Carolyn Bessette.
What do you think the next bridal trend will be?
We’re loving seeing so many brides opt for separates - our Tuxedo Pant paired back with our Tie Front Blouse or our Twist Crop + Bias Maxi Skirt have been two of our favourite sets.
What are your top three choosing dresses tips?
Stay true to your own personal style - opt for a style that’s season-less and offers diversity for styling to ensure your look really reflects you, wear something you feel comfortable in.
For more details visit Shona Joy’s website and Instagram. Written by our guest writer, Nikki Yazxhi, editor and creator of BellaMumma.