After 15 years working with major brands, Georgie Browne set out to create her own label inspired by the quintessential sun drenched Australian beach lifestyle. Georgie shares the Araminta James story, her creative process and the inspiration behind our brand new collaboration…
When and how did Araminta James come about?
After 15 years working as a designer for all the major retailers (Seed Heritage, Country Road, etc.) My husband and I decided it was time for a change. We moved the family from urban Melbourne to coastal Queensland. Araminta James is my avatar / ideal muse. She lives by the beach, surfs, swims, needs effortless, easy beach chic.
How would you describe the Araminta James customer?
We have a mixed demographic. She could be a young surfer chick, or a mum needing cool loungewear. Last year with the whole world in lockdown, there was a collective shift towards loungewear. Our Araminta James customer is global…. Zoom calls in a terry towelling tracksuit, yes please!
Any advice you would give to someone thinking of starting a brand?
Go for it. Start now. Stop talking about it and experiment.
What’s your design process and is there anything you do to help to get the ideas rolling?
My design process is super organic. Inspired by our tropical, beach location. I love Pinterest, Instagram, watching what the girls are wearing at the beach, identifying gaps in the market, experimenting with new colours, textured fabrics. Going through old photos, reflecting on what I used to wear as a child on the beach in the 80’s and looking at photography from the 70’s (Slim Aarons being a favourite).
What inspires your collections and aesthetic and how do you keep it relevant?
I am inspired by something nearly every day, it could be subtle like a washed-out faded sweatshirt someone is wearing at the gym. Keeping relevant is more about communicating closely with my artisan suppliers in India and China, sourcing new fabrics, textures, blends, building our fabric library. Travel used to play a huge role in inspiration (in my previous roles I would go on 4 global buying trips per year) but now it’s more about reflecting on all the incredible cities I was fortunate enough to travel to – Copenhagen, Tokyo, Korea, Paris, Antwerp – and how everyone adapted to the new trend towards loungewear.
Do you have a favorite style that you’ve created over the years?
It sounds so simple but I live in the terry towelling beach sets and tracksuits. I make it feel new and fresh with accessories – gold earrings, a gold necklace, an animal print bucket hat, add a pop of colour with sandals, cool sunglasses, and a straw tote.
What is something not that many people know about you or your brand?
I think not many people know that building a brand is just as much about building a business and they are two separate things. Building a brand can take years and the business part is every day.
What has been the highlight of your brand/career to date?
Our collab with Superette…..SERIOUSLY SO EXCITED!!!! I have loved Superette for years!!!
What are you listening to right now?
Well, the girls in the office have told me I have pretty bad taste in music, I love the 70’s and 80’s! Anyway now we are alternating days, so every day everyone has their music day…
What are you watching at the moment?
Not much time for TV, I usually just come home and watch whatever the kids are watching… so maybe Bluey!
Describe your style in three words:
Effortless, beachy, coastal with a playful twist i.e. my gold Gucci glitter sneakers purchased at Barneys many years ago occasionally come out..but not much these days!
What’s your daily go-to outfit?
Terry Shirt Set in Chai.
What’s the best advice you’ve ever been given?
Trust your instincts.
What should every woman have in her wardrobe?
Terry towelling shorts, a crisp white shirt, and a big gold pair of hoop earrings.
What’s your favorite thing about living in Noosa?
Living by the beach and nature.
Can you share with us any of your local hidden gems?
Little Cove Beach and Tea Tree Bay.
Where is your favorite destination of all time and why?
Paris, or Copenhagen or Bali, or Thailand! Not sure love them all…
Where to from here, what’s next for Araminta James?
Launching in Paris! That still feels pretty cool AND surreal.