Women beyond the wardrobe: Primp Style Co


It’s time for another chapter of women beyond the wardrobe.

New to this story?

Well, basically, I’m inspired by other women – their work and their wardrobe.

I love to know how they ended up where they are, doing the work that they do. How they discovered their passion, their calling. I also love knowing where they like to shop and how they put their outfits together. What inspires them. What drives them. What lights them up. And what makes them click ‘add to cart’.

So here we go!

Chapter three of the women whose stories I want to share…

Lucy and Kelly of Primp Style Co

Meet: Lucy & Kelly of Primp Style Co.

Lucy and Kelly are friends and co-owners of the Barossa Valley-based store and online women’s fashion boutique.

Having grown up in the beautiful Barossa Valley and in recent years staring their own families, their objectives for Primp Style Co’s 2017 launch were clear. They simply wanted to share and make available some of the styles they love to wear as busy mums and show that dressing with style doesn’t have to be expensive!

Their range will take you from work, to school pick up, to a Sunday picnic in the park.

They have a strong focus on providing a timeless collection of good quality basics (along with a few special pieces!) in classic colour palettes, all at affordable prices.

Here’s Lucy and Kelly’s story of their work and their wardrobe.

Lucy and Kelly of Primp Style Co

About your wardrobe… 

How would you describe your personal style?
We’re all about ‘making life easy’ when it comes to dressing ourselves. We love classic, easy wear pieces that can be mixed and matched, dressed up or down. We love neutrals (just call us the ‘beige sisters’) and we go crazy for anything leopard print. We have similar taste, so we’re always sharing clothes, shoes and everything else! (just not husbands or underwear!).

Where do you like to shop?
Obviously, most of the time we’re wearing Primp Style Co, and, while we don’t have any regular ‘go tos’ for shopping, we absolutely love checking out other small boutiques (especially in regional areas), you never know what you’re going to find!

What are your wardrobe staple pieces that you can’t live without?
We can’t live without our jeans. We live in them, and own them in a range of different washes and styles. A good white tee and a well-cut blazer are also essentials, along with a comfy pair of ankle boots. Our white leather Dixie sneakers are also on high rotation – they’re great because they’re super comfy and you can wear them with dresses, skirts, jeans or lounge pants.

What’s your ultimate ‘showpony’ item in your wardrobe? That one piece that is just SO you!
We have these gorgeous leopard print knits, that we’re obsessed with. They’re very ‘us’. It’s not unusual for us to rock up wearing the same thing – it’s something we’ve learned to accept!

Lucy and Kelly of Primp Style Co

Who are your fashion icons/inspirations?
We love that the label ‘style icon’ is now not just reserved for movie stars, models and other celebrities. There are so many places to go for style inspiration these days. Most of the women whose style we admire are just like us! They’re mums, business owners, bloggers, teachers, doctors, hairdressers….and they’re all shapes and sizes.

Lucy: At 88, my Grandma is still one of the most stylish women I know. I definitely get my interest in fashion and style from her!

Which items will you always splurge on?
We will always spend more on shoes. There’s nothing worse than being uncomfortable on your feet, especially when running around after kids. We always go for leather shoes because they breathe and really mould to the shape of the foot

And which items will you always save on?
We’re all about dressing affordably, so with the exception of shoes and a couple of other ‘one time purchase’ items, such as a good quality coat or designer handbag, we’re happy to save on everything else. Spending less on the everyday wardrobe items means we have more disposable cash to spend on things like eating out with friends, family holidays, wine…

What’s your dream purchase?
Lucy: I have my eye on a Givenchy handbag
Kelly: A luxury campervan 😉

Lucy and Kelly of Primp Style Co

About your work…

What do you do for a living?
We own and run our women’s fashion boutique, Primp Style Co, alongside running around after our five children.

What does a typical day look like for you?
Every day is different for us, but there’s the usual morning chaos with getting ready for school/work, drop off. One of us is in the store while the other is running business-related errands, ferrying kids to ballet, swimming, football etc, before heading home to supervise homework, prepare dinner, and get the kids to bed, and then hopefully get some more work done (or not!) before hitting the hay, and starting all over again!

What’s your go-to remedy when you’re stuck in a creative rut? 
We usually sit down and try and nut it out together over a coffee… or glass of wine! If that doesn’t work, we leave it for a bit and come back to it in a few hours or the next day. We’re lucky enough to have an amazing bunch of creative women around us who we can call upon if we get really stuck!

How do you like to start your week? 
We like to start our week with an hour of quiet yoga, followed by a cleansing juice… actually, that’s a lie! Most weeks begin with the usual Monday morning rush, trying to get the kids out the door and to school on time. We can’t see this changing anytime soon, so we’ll just roll with it for now. It is nice to catch up over a coffee once the older ones are at school though and plan out our week together.

Lucy and Kelly of Primp Style Co

How do you like to end your week? 
With a wine! (or three) and feeling like we’ve achieved our goals for the week.

Who are your business heroes?
We love Jane Lu (the founder of Showpo – online fashion retailer), she’s built an amazing business from scratch, she has a great sense of humour and she’s all about affordable fashion for women of all shapes and sizes.

We’re also pretty inspired by The Daily Edited founder, Alyce Tran, who left the corporate world to launch a monogrammed leather accessories business, which she started in her apartment and has since grown into a multi-million dollar company (she’s also an Adelaide girl!).

What’s your next big adventure?
We don’t know if you’d exactly call this an adventure, but in lieu of an exotic overseas holiday we have a few exciting things in the pipeline, including a revamp of our website and a couple of other projects that are keeping us super busy! Watch this space!

What’s one lesson your business has taught you about life?
We count ourselves very lucky that we’re able to do something that we absolutely love. We’ve definitely learned that if you stay true to who you are and what you believe in, are passionate about your product and authentic in the way that you conduct yourself, then you’ll attract good things…and hopefully, success – in business and in life.

Also, that running a business with kids is like trying to catch a ball while standing in a hammock without spilling your wine…

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