Australian fashion label Shona Joy to close after 26 years
Australian designer label Shona Joy, a brand beloved for its bridal gowns and stylish formal wear, will close down after 26 years.
Founder Shona Thatcher has informed staff members that she wanted to shut the business to spend more time with her family.
The Australian fashion brand will close down after 26 years. Shona Joy
Thatcher said she no longer wanted to commute from Byron Bay to Sydney to run her business as she raises young children.
“My family and I moved to Byron Bay five years ago,” Thatcher told the Australian Financial Review.
“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.”
Thatcher said she was not shutting up shop for financial reasons.
Instead, the business had grown bigger and more successful than she had ever imagined.
In 2025, Thatcher revealed the brand had generated more than $12.5 million in sales alone from one wildly popular piece, known as the “La Lune” maxi dress.
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“I can’t manage being a mum as well. I want to step back,” Thatcher added.
“I’m successful and I want to end [the business] on a successful note. I’m proud that I can do that.”
Thatcher said she had considered selling the business but was unable to find the right buyer.
Shona Joy, which bills itself as “proud Australian owned and female founded business”, began in 2000 when Thatcher started selling her designs at markets at Bondi Beach and Paddington.
The brand grew from a humble market stall to a booming fashion business, with designs sold in 33 countries and at retailers including David Jones, The Iconic and Bloomingdales.
Shona Joy was available in 33 countries and launched in the US late last year. Shona Joy
It launched in the US in December last year.
Shona Joy never opened any physical retail stores.
Thatcher employed 33 staff members, all of whom will be paid entitlements.
Former chief executive Danielle Haddrick stepped down in March this year after eight years with the brand, two of which were as chief executive.
No replacement was announced after Haddrick’s departure.
Shona Joy stock will continue to be sold until the new year.
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