Australian jewellery deisgner has ‘Emily in Paris’ moment ahead of global fashion’s biggest week

by Admin
September 21, 2024

From a farmhouse in Central West NSW, a jewellery designer is about to have her own “Emily in Paris” moment.

Like Emily Cooper in the hit streaming TV show, Emily Quigley is headed for the city of lights, as her homegrown jewellery label Peggy and Twig prepares to make its runway debut at Paris Fashion Week, which starts on Monday.

Chosen as the only Australian designer among 40 independent labels for an emerging designer’s event, Ms Quigley, from the small town of Trangie, will present her meticulously crafted pearl pieces to a global audience next month.

“It was a surprise. I received an email in December last year, and I thought it was a scam,” she said.

“But they kept contacting me.”

Her collection of necklaces, earrings, and bracelets for Paris will be paired with an international clothing label as part of Flying Solo’s “Ones to Watch” runway event, highlighting up-and-coming designers.

Designer Emily Quigley began Peggy and Twig as a hobby. (Supplied: Nat Salloum photography)

Ms Quigley said she was approached by event organisers to submit a collection brief for the runway show, which is the largest independent showcase of emerging designers.

“I am a kindergarten teacher who somehow is taking a collection to Paris — I still can’t get my head around it,” she said.

“It’s not something I really dreamt about.”

The hobby that turned into a business

What started as a hobby for Ms Quigley while she worked as a kindergarten teacher evolved into a full-time business in 2019, after she moved to Trangie, which has a population of about 1,000, to be with her husband.

It was there, from a home studio on their farm, that Peggy and Twig began.

“I did end up taking over three of the bedrooms in our house,” she said.

“One was a dispatch room, one was a production room and the other was storage.”

A pair of pearl earrings on a stand. — The designs heading to Paris are handmade in Trangie, NSW. (Supplied: Nat Salloum photography)

Initially created in small batches, Ms Quigley’s handmade pearl pieces gained momentum when Peggy and Twig was featured in the “Buy From The Bush” initiative, which spotlighted rural businesses during one of Australia’s worst droughts in a century.

“Things really did escalate from there,” she said.

“During the drought I think it created a little bit of distraction from what was happening outside, and I think the Buy from the Bush campaign really did create a buzz in communities, and brought money into communities as well.”

Ms Quigley moved her business from the farm to a shopfront in Trangie in 2022.

Western NSW’s Emily in Paris

Ms Quigley said her designs for Paris had an elaborate twist to suit the runway.

“There’s a lot of asymmetry, lots of playful elements for spring, and certainly bold, large and lots of layering,” she said.

“We’re excited to show our looks.”

A woman sits at a desk making jewellery — Emily Quigley began creating the designs on her farm before opening a store in Trangie’s main street. (Supplied: Nat Salloum photography)

The Jewellers Association of Australia said showcasing at a global event such as Paris Fashion Week could be transformative for young jewellers.

“It provides unparalleled exposure to international buyers, media, and industry influencers, which can significantly elevate their brand profile and open doors to new business opportunities,” a spokesperson said.

A pearl necklace lying next to a book with a scene of Paris' Eiffel tower — Ms Quigley is thrilled to be taking her designs to Paris. (Supplied: Nat Salloum photography)

“It also offers the chance to network with other designers and gain insights into global fashion trends, which can be invaluable for future growth.

“Being featured at such events not only enhances brand credibility but also positions jewellers as key players on the global stage.”

Ms Quigley’s advice for other small independent businesses was to value your brand and customer.

“Be consistent in both those things throughout all of those touchpoints, from what your store looks like, to what the website looks like, to the way to speak to customers,” she said.

“At the end of the day it’s all about the customer and creating a community with them.”