Laced with Light: Shona Joy Thatcher on Rhythm, Ritual, and the Quiet Power of Design

From Bondi stalls to a global brand, designer Shona shares how the coast continues to shape her rhythm, and why quiet choices, not just bold moves, define a legacy.

Australian designer Shona Joy Thatcher has carved a distinct path, defined not by trends, but by timeless design, coastal living, and a commitment to creative integrity. From Mollymook to Byron Bay, she shares how slowing down on the coast sharpened her vision, and why fashion, like life, is richer when rooted in feeling.

1. You started at the Bondi markets. How has your relationship with place shifted since then, and does the coast still shape your rhythm, or has the pace changed?

Bondi and Paddington Markets is where I launched the brand, first selling hand-painted tees in 2000. It was the start of a new millennium – the Sydney Olympics had just arrived and the whole city felt energised. The markets were this vibrant launching pad for creativity and community and I have such fond memories of those early days.

We moved from Bondi around five years ago, during the pandemic. With the shift to remote work, we relocated to Mollymook to be closer to family. That time gave me a real sense of balance — to be with my boys, to slow down, and to look at the business with a fresh perspective. Now we live in Byron Bay, so the coastline is still part of our rhythm. It’s always been where I feel most grounded – by the ocean, immersed in nature with space to think. I still travel to Sydney regularly and stay in our family home there. Bondi will always hold a special place in my heart but these coastal moves have always kept me connected to what matters most.

“Boho, to me, means freedom. It’s a way of moving through the world with curiosity and ease.”

— Shona

2. Your pieces evoke mood as much as style. What’s the emotional signature you hope lingers when someone wears Shona Joy?

Our pieces are designed to last: emotionally and physically. We think deeply about fit, form and fabrication so that every woman feels empowered and confident when wearing our pieces. At its heart, Shona Joy is about celebrating life – through love, through travel, through the simple joy of dressing up.

That sense of joy is something we hope lingers long after the moment has passed. It’s less about trends and more about creating memories that last a lifetime. It’s that spirit that has helped us connect with women for over 25 years.

3. Boho has been dismissed, misused, and reborn again. What does that word mean to you now, not just as a trend, but as a language of identity?

For us, bohemian isn’t a trend – it’s a perennial thread within the brand. The spirit of the 70s has always been woven into our DNA: a soft nostalgia reimagined through a modern lens. We speak to that era through sensibility. Tonal palettes, natural fabrications and a sense of undone glamour.

Boho, to me, means freedom. It’s a way of moving through the world with curiosity and ease. There’s raw beauty in that. In lace that feels lived-in, in silhouettes that breathe, in details that feel discovered rather than designed. The Shona Joy woman has always embodied this essence. Grounded, feminine and quietly otherworldly.

4. In an industry chasing clicks and capsules, how do you hold onto timelessness, and what do you return to when the noise gets loud?

We’ve always moved to our own rhythm, crafting each piece with longevity in mind – designed to live in your wardrobe well beyond the season. From our core silhouettes to signature fabrications, some of which have remained in the business for over a decade.When the noise gets loud, we return to feeling. To the emotional connection we want to create through design. That instinct has kept our pieces timeless.

5. What are some quiet but intentional decisions you’ve made behind the scenes, the kind that cultivate integrity, even when no one’s watching?

Integrity is built in the small things, and for us, it starts with people. Our team culture is one of care and connection, with ongoing wellness initiatives, learning programs and a strong emphasis on work-life balance.

We’re also proud of our long-standing partnership with SurfAid, supporting their incredible work in providing clean drinking water, sanitation and healthcare to remote communities with an emphasis on women and children. Since 2020, we’ve collaborated on initiatives that reflect our shared values, most recently as the official t-shirt sponsor for their SurfAid Cup at Bondi Beach.

While these decisions may not always be visible, this is what shapes our success.

““I’ve always been interested in the woman wearing the piece. What is she doing? How does she want to feel?””

— Shona

6. For founders building quietly in regional corners, balancing vision, children, and bills, what have you learned about protecting the original spark while scaling the story?

The spark has always come from creativity. Having a creative outlet is why I do this, it’s the part I protect the most. Scaling the business with intention and purpose while raising a family is a constant balancing act but I’ve learned that boundaries allow the space for more thoughtful ideas.

Nurturing a team where every voice is heard and surrounding myself with creative, thoughtful and talented people has been essential to the process. Growth doesn’t have to mean losing your centre. Sometimes, distance from the noise helps to reconnect with what it was that made you start.

7. If you weren’t designing clothes, what kind of creative life would you be living by the sea? Sketch it out for us.

If I wasn’t designing clothes, I’d be working in interiors and creating spaces. Interiors have always been my other love – a natural extension of the Shona Joy world. I’m endlessly inspired by the warmth and texture of the 70s – an era that informs both my personal style and spirit of the brand. That balance of earthy minimalism, vintage charm and sculptural details run through everything I create – whether it’s a dress or a room.

I’ve been an avid collector of vintage furniture for years with my own treasure trove of keepsakes – coffee tables, lighting, ceramics and objects – each piece telling a story of its own. There’s something beautiful about objects that feel like they’ve lived lives before yours.

For me, everything, whether fashion or interiors, should feel timeless, soulful and belong to a life lived by the sea.

8. At Salty, we believe in the power of slowing down to find clarity and connection. What’s one coastal ritual or practice that anchors you, and reminds you why you create?

Coastal walks have always been my anchor. Whether it's a quiet stretch along the beach or a walk up the lighthouse to clear my head. It's where the noise fades and clarity returns. Living by the water keeps us grounded and mirrors the rhythm in which I create – intuitive and connected. Watching my boys surf, moving through regular pilates practice or simply being near the ocean reminds me to slow down and stay present to keep creating from a place of joy.

Discover more:
Explore the full Shona Joy collection at shonajoy.com.au