About Us

At Paradise Leura, we believe fashion should be more than just beautiful - it should be ethical, sustainable, and meaningful.

Our founder Jo grew up steeped in the world of fashion, textiles and craftswomanship. 

Jo’s Mum Audrey was a seamstress, designer and boutique owner. She specialised in finely crafted Bridalwear ~ making under her own label and the likes of Merivale.

Both of Jo’s Aunties were superb beaders and embroiderers.

Jo remembers being surrounded by French and Italian Vogue Magazines where she spent all her spare time drawing the models and the clothing ~ soaking up the lines of the latest Dior, Chanel and Yves Saint Laurent Collections. It became part of her DNA. She studied Textiles and worked in Fashion Agencies, clothing manufacturers and Fashion Wholesalers in Sydney ~ representing brands such as Yves Saint Laurent, Morrissey, Oroton, 

Trent Nathan, Anthony Squires as well as the once great denim brand Blues Union.

She travelled the world sourcing fabrics, lace and embroideries ~ working with her design teams and Department Store buyers to create beautiful Collections. This world of beautifully designed creations was her home and she remains in awe of the creative process and the dedication of these skilled artisans.

Fast forward to today, Jo founded Paradise Leura ~ knowing this will be her last role in the clothing industry ~ her raison d’être is to celebrate the artisan. To champion craft, fair trade and creativity. To provide women an alternative to the current fair available in most stores today. Offering colour, texture, life and individuality.

The store is filled with pieces that she loves from creators she respects and admires. If she loves something, she buys it. But it must be loved ~ not just liked.

Paradise Leura is a place to find your own style and to wear it with joy.

Jo will know the moment you walk through the door what shape and colour will enhance your appearance and takes great pleasure in helping you discover what works for you. 

Jo’s daughter Camille has a very important role in Paradise Leura. She is our resident jeans fitter. As soon as she sees you, she will know what will work best for your height and body shape. I guess it’s all in the genes!!!

She also manages (and built) our website.

She does all this while completing a double degree at Uni and another part~time job in her chosen field.

Together they are partners in crime and have a lot of fun working together 🩷