Beach blonde and rocking loose-fitting linen with a laidback attitude, Lucy Folk is right at home in her new Bondi Beach store. It’s a wonder the 33-year-old jewellery designer didn’t make the move from Melbourne sooner. “Obviously I’m a bit of a beach baby,” says Folk, who opened her second store on Gould Street shortly after moving to the suburb herself.
Playa is Lucy Folk’s first concept store and it’s as playful as the jewellery she creates, from taco and pizza-shaped earrings to anchovy bracelets and ‘slap band’ cuffs – like the ones kids were obsessed with in the ’90s. “It’s a reflection of my personality. I always want to channel my inner child. I never wear big structured outfits that are dark and heavy. People say I look young and it’s probably because I feel it.”
The brand has become known for its nostalgic, joyful shapes and textures as well as for its colour and vibrancy. The Pizza Collection is one of the best selling stories for Lucy Folk and the designer says it’s because “people respond well to that texture in the jewels, because [other jewellery] can be so clean and refined.”
The Pizza Collection is just one of the ranges stocked at Playa, which includes other brands and labels that you wouldn’t usually find in Sydney – items Lucy has found on her travels – such as Moroccan linen robes by HNDWVN, swimwear by Lisa Marie Fernandez and Ibizan-made straw hats by Benoît Missolin.
“I really want the customer to have a different experience every time they come in. I can bring in beautiful things that I find on my travels that inspire me, and curate a selection that suits the environment. In Melbourne, we don’t have the opportunity to play around with beach resort wear as much.”
The store itself is a pink wonderland with glittering jewellery displayed in three cabinets to the right and two racks of candy striped clothing to the left. Lucy Folk’s baby blue and tortoise shell sunnies are lined up on shelves by the counter. Prices hang around the $500 mark for swimwear and beach towels, but there are smaller gifts like hair ties, hand creams and sparkling socks for those looking for a souvenir under $100.
