Our Story

Hi, I’m Shell, and I'm the founder of Shells the Label!

About five years ago, I set out to build a brand where I could share my love for fashion and creativity with the world. After earning my bachelor’s degree in fashion, I knew I wanted to start something of my own, a space where my designs could inspire confidence and self-expression in women everywhere. Seeing my designs come to life on real people is what truly fuels my passion every day.

I’ve always been drawn to creativity, freedom, and exploring new places—especially beachside locations that inspire a sense of calm and adventure. Whether it’s learning about the world or enjoying simple moments with loved ones, these experiences shape my designs and vision for Shells.

A unique aspect of Shells is the handmade touch—each custom crochet order is lovingly hand-knitted by my mum, adding a personal and special quality to every piece.

Recently, the little ones in my life, thanks to my best friends, have been a new source of inspiration, and I couldn’t resist creating something special just for them. That’s how Little Shells was born—an extension of the label that brings the same spirit of joy and empowerment to little ones.

With each new collection, I’m excited to continue crafting pieces that celebrate individuality and the joy of living in the moment. My ongoing motivation comes from the love and support of my boyfriend and business partner, Brandon, who inspires me every step of the way.