FASHTALKS WITH BERAWA LUXE

Tell us the story behind how your brand came to life. What inspired its creation?

The brand evolved significantly during Covid. Like many people, we were forced to slow down — and that created space to rethink everything. We naturally gravitated toward minimalism: cleaner lines, more intention, less excess. It wasn’t a planned shift so much as a natural reset, and it ultimately defined the direction of the brand.

How did you choose your brand name, and what does it represent?

We chose the name Berawa Luxe to reflect both the place we were building in and the experience we wanted to create. When we opened, Berawa was still largely undeveloped — mostly rice fields with very few retail options — and it was difficult to find curated fashion without traveling far. We wanted to bring a sense of refinement and ease to the area by creating a space where people could find clothing and accessories all in one place. The name represents that vision — bringing a feeling of understated luxury to a growing neighborhood that once had very little.

"Creating a supportive environment for our staff and workers has always been a priority."

What core values guide your brand, and how do they show up in your designs?

Caring for the environment and the people we work with is very important to us. We try to reflect that in our designs by choosing eco-friendly fabrics whenever we can and producing in smaller quantities rather than mass producing. We believe fashion should be thoughtful — both in how it looks and how it’s made.

What inspired you to become a designer, and how has that influence evolved?

I was always interested in style and how clothing can completely change how someone feels. Designing became a way to express creativity and create pieces that people actually live in and connect with. As I’ve grown, my perspective has shifted. It’s no longer just about how something looks it’s about quality, intention, and responsibility. My design approach has become more minimal, more considered, and more focused on creating pieces that last.

Walk us through your creative process from concept to finished piece.

We usually start with colour — that’s what sets the mood for everything. Then we gather fabric samples and sit with them for a while, seeing what feels right and how the materials work together. Once the direction becomes clear, we begin sampling and slowly shape everything into a story or collection.Our process is quite intuitive rather than strictly traditional we let the pieces evolve naturally.

What sets your brand apart in today’s fashion landscape?

We focus on a few signature fabrics that run through most of our collections, they're eco-friendly, comfortable, and feel really beautiful to wear. That consistency is important to us. We also design for women of all shapes and sizes. The goal is always the same - to create pieces that make women feel good in themselves. When something fits well and feels right, confidence follows naturally.

What was your first experience in the fashion industry, and how did it shape you?

My first step into fashion happened almost by chance. I was in New York looking for a job, left a message, and ended up being hired — apparently my Australian accent helped. Once I started working there, I realized how much I genuinely loved fashion and that I had an instinct for it. Later, back in Australia, I worked with a textile agent, and that’s where I really fell in love with fabrics, understanding materials, texture, and quality. That experience still influences how I design today.

What has been your biggest challenge so far, and what did it teach you?

Covid was definitely our biggest challenge. It forced us to reassess everything and work harder than ever to keep moving forward. It also taught me not to be afraid of change — rebranding, pivoting, and adapting are all part of growing a business.

What accomplishment are you most proud of to date?

I’m really proud that we’ve made the brand more eco-friendly over time and become more conscious about how we create and produce. Just as importantly, I’m proud of how we take care of the people who work with us. Creating a supportive environment for our staff and workers has always been a priority.

"We wanted to bring a sense of refinement and ease to the area by creating a space where people could find clothing and accessories all in one place. The name represents that vision — bringing a feeling of understated luxury to a growing neighborhood that once had very little."

Outside of your brand, what are you most passionate about?

Family, close relationships, and caring for stray dogs are what matter most to me outside of work.

What excites you most about the future of your brand?

⁠The constant evolution. Each collection is an opportunity to create something new.