The energy and charisma of Lucy Folk is contagious. From the jewellery she designs, to the woman herself, everything is fun. For close to a decade, Lucy has run her eponymous brand with only one flagship store in Melbourne, but this month has added a new location to her empire, with the opening of PLAYA in Sydney’s Bondi.
‘Bringing PLAYA to life has possibly been my most favourite project to date,’ Lucy explains. ‘It’s kept me very busy in-between designing 3 new collections, developing eyewear, overseeing a rebrand and new website and moving to Sydney, but now I get to swim in the ocean at the end of ever day to wash away the madness, so it’s all good!’
The new store, with its striking hushed pink tones and gold details, is the joint vision of Lucy and her friend, interior designer Tamsin Johnson. Everything in the store has been custom made – including pink concrete cabinets, hammered brass clothing racks, wet look blue and green epoxy resin floor, linen clad roof, and rendered texture-finish walls. Bespoke furniture and sculptures by local designers Fred Ganim and Steven Clark of Den-Holm complete the look.
‘Working with Tam was so much fun, we both had a similar vision and agreed on everything!’ says Lucy. ‘To be honest we were rarely ever in the same place at the same time, and much of the store’s concept and development evolved over the joy of WhatsApp and email.’
The location of Bondi Beach inspired the concept. ‘I wanted to create a store that housed my jewels, sunnies and clutches, and reflected my love for travel and all things related to shopping when on holidays,’ explains Lucy. The store brings together Lucy’s collections alongside an edit of favourite things she’s discovered on her travels, including cosmetics, swimwear and hats.
Lucy is ready to knuckle down and enjoy her first Christmas in the new store, the busiest time of year for retailers. Following that? ‘A holiday!’ she says! ‘I am officially turning my phone off, it’s been the biggest year to date!’
PLAYA by Lucy Folk
11-13 Hall Street
(entry on Gould Street)
Open Monday, Wednesday, Friday and Saturday 9am to 6pm. Thursday – 9am to 7pm, Sunday – 10am to 5pm.