Seaside New Zealand success story comes to shake up Sunshine Coast Wallflowers.


Augustine is one of the most successful and beloved brands in New Zealand. Established in 2008 by Kelly Coe, Augustine was to quickly fill the gap in the New Zealand market for special occasion wear for women who wanted stylish, unique and original clothing with a pretty difference. These women didn’t want to shop at a chain store, yet didn’t want to pay the hefty price tag of high-end designer wear.


Augustine is full of colour, playfulness, embellishments, sparkle and fun. It is not for wallflowers, it is for women who want to look and feel amazing and catch the eye of onlookers when they enter a room. Augustine means dresses for weddings, races, nights out as well as luxe day wear tops, skirts and tunics that make women look colourful and vibrant during the day.


Kelly Coe and her husband and business partner Natha, live in Auckland New Zealand with their three daughters, Indiana, Demi and recently arrived Havana. Kelly designs the collection in New Zealand and heads offshore to find the perfect fabrics and trims to compliment her designs. Kelly learnt her trade by working for one of New Zealand’s largest clothing manufacturers for 3 years. From there, she took the leap to start her own label, Augustine, at the age of 26 years old.


In 2013, Kelly recognised that her ‘going out’ wardrobe was completely catered for with Augustine, yet her weekend and ‘mummy’ days were lacking so she started Augustine’s casual sister label ‘Charlo.’ Charlo is a daywear label with an edge. Stella Royal is Augustine’s curvaceous label to bring the beauty and sparkle of our brands into curvy women’s lives everywhere. Now in its second collection, it is fast becoming a trend sending curvaceous label across its market. 


Augustine has a new collection developed and in store every single month of the year into one of it’s 4 boutiques. With the recently opened Noosa boutique, Augustine is set to see more Australian women and specifically with their showcase at the Sunshine Coast Fashion Festival this October, coastal women, sparkle!