The Story of Roxanna The Label
Roxanna The Label is an independent fashion brand focusing on the niche segment of festival wear. Founded in 2019, the pieces are designed, developed and handcrafted in Australia on a made to order basis.
A self taught designer, Roxanna Rutter founded the namesake label at age 25 on the floor of her bedroom. A creative at heart, from a young age she had dreams of owning her own fashion label. Learning from and inspired by her role model - her mother, as a child she would cut up her clothes and make them into her own designs.
What began as a hobby designing & making clothes for herself, progressed to making stock for market stalls and an Etsy store. What began on the bedroom floor, quickly outgrew the space and started overflowing into the dining, lounge and spare rooms. A self funded business, started with very little savings has grown exponentially. Roxanna's designs are now worn by customers all around the world and each piece is created in a studio on the East Coast of Australia. Each piece is still made by Roxanna (with the occasional helping hand from her mother) -needless to say there have been many sleepless nights.
Prior to starting the business, Roxanna grew up on a small coastal town on the South Coast of NSW. With not a lot of opportunity, she worked multiple hospitality and retail jobs simultaneously prior to relocating to undertake studies. After completing a Bachelors Degree in Commerce, majoring in Marketing, she gained a few years experience working in the industry. Whilst climbing the corporate ladder was never on the agenda, it was a crucial stepping stone to learn from those with more knowledge and experience prior to resigning to purse her dream.