What’s your role at Auguste the Label?

I’m the Operations Manager.


This means…

I can put my mild OCD tendencies to good use! I oversee the day-to-day operations within the Auguste the Label HQ, ensuring that communication between departments is ongoing, developing and implementing the most efficient procedures, and ensuring deadlines are met!


How does Auguste connect with your personal style?

I don’t like to spend too long getting dressed in the morning. I’m a no make-up and leave the house with my hair wet kinda girl so I love the effortlessness of throwing on a beautiful Auguste mini and still being able to look and feel amazing!


What in your closet brings you the most joy?

I recently bought a pair of tailored pants by local designer Lottie Hall and i’m obsessed with them! The snug fit is so complementary and they have a beautiful silk lining, along with an awesome wave print along the outside seam of each leg. Absolutely statement piece!


We’re at your favourite spot in Byron Bay. What makes it so special?

This is my home in Byron and it’s my ultimate place to unwind. It’s so close to town but nestled in the national park so I feel like i’m a million miles away – we even get the occasional koala stopping by! I spend most evenings on our back deck listening to the sounds of the rainforest and hanging out with George the cat and Pango and Minnie the dogs. I’m from the countryside in England so I love the rural feel of the area – it’s so nice to escape the hustle and bustle of the town!


One thing you love about working in Byron…

The local community is so very creative and inspiring. I am constantly surrounded by so many talented and supportive individuals. It’s rare to find a place that still maintains such a DIY ethic and the Byron locals are a force to be reckoned with. Being so far away from home, I love the small town vibe and sense of familiarity. The fact that I feel like I’m on a permanent holiday isn’t too shabby either!


What can’t you get enough of right now?

My dance classes just started up again after the Christmas Break. It is the absolute highlight of my week and puts the biggest smile on my face! Kyla, the instructor, and the rest of the ladies that attend the classes are incredibly special women. There is absolutely no judgement, we are always laughing, we learn some awesome routines, and get fit at the same time!


What’s your go-to office tune?

I’m a bit of a music nerd and I’m very proud of my Spotify playlists. I’m usually buried in Excel spreadsheets and can’t listen to anything too distracting so my ‘Relax’ playlist is usually my go-to during working hours. My fave song on it at the moment is Girl by the Internet. Looooove the slow jammmzz!



When it comes to getting dressed/fashion, what matters to you?

The most important thing to me is having my own style and remaining practical for my active lifestyle – I don’t think my choices have changed much since I was 16! I love bold colours, vintage graphics, and 80s prints… I started repping vans and converse when I was ten and will probably continue to do so in my 90s! The way I dress is an extension of my personality – I always hear “That’s so Jem!” from my buddies so it must be working… either that or it’s a backhanded insult! Haha!


What’s your favourite Auguste piece right now?

I absolutely adore the Valentina Jumpsuit. I need one in every colour! The print is unique to Auguste and the cut gives you legs for daayyyys! I have a pretty extensive collection of jumpsuits and playsuits but this one has a lovely feminine touch with the frilled sleeve and back detailing.


Jemma wears the Valentina Fiesta Jumpsuit and the Ivy Embroidered Mini Dress from our Francesca collection.



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