331 – Spell & the Gypsy Collective’s Lizzy Abegg on how she (and her sis) built a multi-million dollar Byron Bay fashion empire.

331 – Spell & the Gypsy Collective’s Lizzy Abegg on how she (and her sis) built a multi-million dollar Byron Bay fashion empire.

8 years ago, Lizzy Abegg had an epiphany that she needed to move to Byron Bay to help her little sister grow a struggling jewelry business. Well, that business is now called Spell & the Gypsy Collective …  and it’s a multi-million dollar fashion empire.

“Spell and the what?!” I hear you say!

Spell & the Gypsy Collective is a Byron Bay fashion label with a cult-like following. The label began when Lizzy’s little sister Isabella (whose childhood nickname was Spell) started selling her handmade jewellery at Byron Bay’s local markets. Before too long Lizzy had an epiphany that she needed to be in Byron Bay with her sister, so left her Bondi Beach home and career as a film editor to become Spell’s business partner.

From there the label has expanded into fashion, accessories and homewares … and they recently won the overall national Telstra Business Award (against some pretty bloody tough competition).

Spell is now consistently doing over a million dollars a month, has 660,000 Instagram followers, and a flagship store frequented by celebs from around the world.

It’s also a shining example of entrepreneurship and business passion in the notoriously tough and highly competitive fashion industry.

We cover a lot of ground in this chat … from the early days of Spell, to the importance of authenticity, to why we should avoid perfection, to some critical factors in ensuring your marketing actually delivers.

Plus I share some feedback from a listener who’s taking action after tuning in to their favourite marketing podcast ;00, and I share three live events that you should consider attending (well, two actually, the first one is invite only and all invites are gone). That said, I’ll be doing a n epsidoe from it with all the key learnings.

Yep, another big show. Let’s get stuck, right in.




00:00  Two marketing insights
00:37   Teaser
01:15  Welcome & overview
02:45  3 ways to improve your marketing by attending these live events
06:25  Today’s guest introduction – Lizzy Abegg of Spell & the Gypsy Collective
08:34  Interview with Lizzy Abegg of Spell & the Gypsy Collective
50:54 Insights into Key Person of Influence & WebCentral
53:01  My Top 3 Attention Grabbers from my chat with Lizzy Abegg of Spell & the Gypsy Collective
55:24  Insights from a listener who’s taken action
1:00:41  Wrap-up and an insight in to both a past guest & next week’s guest




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Spell & the Gypsy Collective’s main website

Spell & the Gypsy Collective’s Instagram

Interview with Kourtney Olsen from Grrrl





  1. Authenticity – I love Lizzy’s definition of this much over-used word – she simply describes it as ‘being yourself’ – if you want to learn more about ‘being yourself’ then check out the episode I did with Julie Cross (AKA Miss Sparkle) who goes deep into how to own your own space.
  2. Small Images – Lizzy’s rule of designing for the mobile screen first is critical if you want your marketing images to work – this applies to logos, taglines, photos, social media posts …. Everything! 
  3. Perfection (or lack of it!) – I love the fact that the brand has multiple versions of its name (Spell and the Gypsy Collective, Spell, Spell Designs) – whilst not ideal, it hasn’t affected them growing a multi-million dollar empire. So, if you’re waiting for everything to be perfect before you make your next move then you may be waiting a long time! Instead, take a leaf out of Lizzy’s approach!




What was your biggest marketing learning or ah-ha moment from this episode?

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