Why Fast Fashion Doesn't Feel Truly Special

A few months back at the markets in Sydney, I discovered a beautiful jewellery brand. The owner handcrafts each piece herself, and I was instantly drawn to her stand. I couldn’t stop thinking about one particular pair of gold-plated earrings. They were simple, elegant, and just a little more than I usually spend on earrings. But I kept thinking about them. 

Eventually, I decided to treat myself. And every time I put those earrings on, I feel special. I feel proud. I love the way they catch the light, the way they elevate my outfit, and most of all, the way they remind me of the lovely woman who made them.

There’s something about owning a piece that’s been made with intention. You value it more. You look after it. You wear it with love.

That feeling is what I try to create through Devina Louise. I want women to own pieces that make them feel just as special — that become their go-to favourites not because they were cheap or trendy, but because they mean something.

We use natural fibres. We produce in small batches. We design with longevity in mind. Our pieces are timeless, comfortable and made to be worn again and again. I often have women tell me they still wear the first thing they bought from us years ago — and that makes me feel so proud.

Fast fashion might be exciting in the moment, but it’s missing something vital. It doesn’t make you feel special. It doesn’t tell a story. It doesn’t connect you with the person who designed or made it. And in truth, it can’t. Because behind the low prices are cut corners, rushed timelines, and often a lack of care for people or planet.

We forget how much work goes into making even just one dress — sourcing the fabric, designing the silhouette, cutting, sewing, testing, tweaking. Clothing shouldn't be cheap. Not if it's made properly. Not if it's made fairly.

So yes, my earrings cost me a little more. But every time I wear them, I remember why. And I hope, when you wear a piece from Devina Louise, you feel the same kind of special.

With love, Devina x