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This year, we celebrate the 20th anniversary of the Shona Joy brand -
though not quite in the way we had imagined.
It's been devastating to see our successful business become so vulnerable,
all within the blink of an eye. As our team navigates this new way of working, we've endured huge order cancellations from our global retail partners and juggled a fragile supply chain.
With all this uncertainty, our small Sydney based team has pulled together - working night and day with an overwhelming sense of loyalty and support.
We’re all in this together and we believe now more than ever it’s important to take care of each other. We’ve done everything we can to support those who have always supported us, by using our own channels to promote our loyal stockists and offering discounts to enable their businesses to survive.
In the fast moving environment of fashion there’s been hardly any time to look from above with clarity and work out which trajectory we are on. Having this time has allowed us to pause and reflect upon the rapid growth our brand has been through in the 20 years since I began selling my designs at the
Bondi Beach and Paddington Markets.
So we're seeing this as an opportunity to re-focus, look within and determine our new future. By slowing down we can all simplify what we're about and how we can be better - we now have the time to perfect our processes and be more thoughtful with our choices as we plan our next chapter.
We’ve always been passionate about working to create a more ethical and sustainable future for our industry so we’re taking this time to find ways to work more sustainably and are putting together a roadmap to give you more clarity on the decisions we’ve been making. As an immediate action, we’ve been able to significantly decrease our use of air-freight, shifting to sea-freight wherever possible to reduce our carbon emissions.
Based on the feedback you've given us about what you’d like to see right now, we've also directed our focus toward some exciting new product categories - with our first Basics Capsule along with new additions to our Wedding Edit and easy-wear styles as part of our Resort Collection, coming very soon.
Through all the challenges, there is an undeniable sense of togetherness and unity - we’ve been humbled to see our beautiful community come together.
Today, more than ever we are so grateful for your ongoing support.
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