Designer to bring joy to summer 07
Years on, little has changed. As part of her debut womenswear collection for spring/summer 2007/08, the Sydney-based designer has not only crafted two original, hand-drawn prints but an entire series of one-off designs.
A graduate of both the KvB Institute of Technology and the Whitehouse Institute of Design, Joy said her point of difference was her attention to detail and craftmanship.
"The label is not about flashy, revealing looks or looks which are fussy and overworked. It is a label for women who like refinement, intelligence, art and detail."
Describing her price points as "high-end" and "niche", Joy's capsule collection includes 13 different garments with the main emphasis on lavish cocktail and evening dresses. Largely comprised of 100% silk, they also features fine lace work, exclusive prints and are entirely manufactured in Australia. A point Joy said she is quite passionate about.
"I really believe that we should try to work with local talent where we can. It really helps everyone. I also think the fact that Bethany Joy is produced and designed in Australia reflects the pricing and the satisfaction women will get from wearing it."
Aiming to launch Bethany Joy at Fashion Exposed & Preview in March, the designer said she wants to place orders, build brand awareness and to establish strong business connections.
As for the long term, Joy hopes to open her own signature boutique in Australia and have a series of wholesale accounts throughout the world.
"I really feel that there are women out there who want beautiful, feminine, interesting and luxurious designs. My launch collection showcases this philosophy."