Australian fashion label Shona Joy has announced it will close after 26 years in business.
Designer Shona Thatcher told staff about her shock decision on Monday, amid plans to spend more time with family at their Byron Bay home.
Ms Thatcher started the label in 2000 selling her designs at Bondi Beach and Paddington markets.
She told the Australian Financial Review that she have moved to the Far North Coast five years ago and wanted to step back so she could focus on her family.
“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 on a successful note. I’m proud that I can do that,” she said.
“This business is my baby and my passion. But my children are my priority.”
The designer said she was going out on top and was not closing the business due to financial stress, despite fast fashion making conditions more challenging to keep up.
She said designing four collections with 80 garments, as well as bridal and bridesmaid collections each year was intense.
“There have been a lot of tears this year. It’s an emotional decision. But I have to do this. It’s the hardest decision I have ever had to make.
Ms Thatcher contemplated selling the business but could not find the right fit, and will retain her intellectual property.
Shona Joy is stocked at retailers in dozens of countries including David Jones department stores and online retailer The Iconic.
The label will continue operating until January and staff will receive their entitlements.