Retailer Profiles | Sara Fox & Co
From the brand's inception, we have continued to work closely and grow with the help and support of our retailers. Each with their own unique vision and approach to curating an interesting offering.
From high end fashion boutiques, to owner operated destinations, La Tribe finds home in a variety of beautiful spaces throughout Australia and New Zealand. In this series, we sat down with the people and faces behind these beautiful stores, to hear more about their vision.
As part of their commitment to sustainable fashion, Sara Fox & Co consciously curate a modern, classic collection of brands in their Northern Beaches boutique.
Owner & Director Sara Smith started her journey in the fashion industry through PR & branding and made her way into boutique retail.
We caught up with Sara to find out more about her retail journey....
Describe the history behind your own personal retail journey. What is the inspiration behind Sara Fox & Co?
I have been in the retail world since my very first job in 1998. My French-Canadian father & Australian mother were naturally stylish & fashion savvy so I guess it was inevitable I ended up in the industry. After completing a Bachelor of Business, I worked in PR, branding & with local stylists styling for magazines & editorial. I fell back into managing one of Perth’s iconic Claremont boutiques for several years which I loved and while I was there started my own side-hustle as a personal shopper for private styling clients.
My namesake label, SARA FOX, was then born in 2012 out of a need for core, wardrobe essentials that I felt women needed, but weren’t easy to find. The following year I opened SARA FOX & Co - with a vision to offer something different in the market, supporting incredible Australian & international designers alongside our in-house label, a curation of modern, timeless pieces and never compromising on quality.
Tell us more about your boutique’s location. What do you love most about your area?
We sit one street back from the Indian Ocean in North Beach & feel incredibly lucky to work in such a beautiful area.
There is something therapeutic and cleansing about the sea air & we love being part of the Northern Beaches community. Our shopping strip on Flora Terrace also houses other great local businesses; lifestyle, beauty & fabulous cafes/restaurants - it’s common for our weekend customers to enjoy a morning beach dip - coffee - shop!
There must be quite a process to creating and curating a considered boutique offering. Can you take us through your buying process?
I focus on a curation of conscious brands, knowing the designer’s story is very important to me. I source both locally & internationally with intention and buy into the brand’s key pieces & also styles I see as wardrobe must-haves.
I like to offer our clients a complete styling experience, a head-to-toe look for the season with quality cut pieces that stand the test of time. Many of our brands we have supported since opening and I am always on the lookout for the new & exclusive brands to add to our mix.
What do you and your customers love most about the La Tribe offering?
We love La Tribe’s minimalistic yet strong vibe. Footwear that elevates your look while being comfortable and exceptional quality. Our customers particularly love your plaited leather sandals.
What is your favourite style this season and how will you wear them?
I am obsessed with the James Boot in black this season. I wear these with my upsized Agolde jeans, knitwear and an oversized blazer. They are also fab styled with a dress & coat.
xx La Tribe