THE BEGINNING:
In 2012, Ashlee Lauren was born in the middle of one of the most intense chapters of my life. I had a newborn baby in my arms, and my mum was going through cancer treatment.
(That time feels like a blur now, Mum made a full recovery and we're still working together, designing and making headpieces.)
In 2017, we took the leap and showed our work at New York Fashion Week. That same year, Kesha wore one of our crowns to the Grammy Awards. It was wild. Surreal. We were on such a high.
Then in 2019, everything changed.
THE MIDDLE:
COVID hit. The rug was pulled out from under us. It forced us to stop and re-evaluate. That’s when we were given the opportunity to collaborate with US bridal label Maggie Sottero, a moment we didn’t expect but were so grateful for. To do that, we had to evolve. We rebranded as A’EL ESTE and merged the two brands together.
It was only last year that I really started to feel the shift. The two identities, Ashlee Lauren and A’EL ESTE, began moving in different directions. After some honest conversations, my colleague and dear friend Stacey and I decided it was time for a change.
Stacey believed in the vision, and she wanted to be part of the next chapter.
And now, Ashlee Lauren is back.
She’s bright. She’s fun. She still carries the same handmade quality we’ve always been proud of. We’ve refreshed our logo, updated our packaging, and created a limited new collection that feels like coming home.
THE NEW BEGINNING:
Both Ashlee Lauren and A’EL ESTE remain slow brands. We only design one collection a year. We don’t mass produce. Every product is hand-packaged by us, and we partner with Australian businesses wherever we can. We’ve always believed in making things with care, with meaning, and with longevity.
This relaunch is not just about fashion. It’s about legacy. Taking something born out of hard times, shaped by community, and grounded in love, and giving it new life.
SHOP THE LIMITED COLLECTION HERE
We’re so proud to bring Ashlee Lauren back to its roots, here on Australian soil, for our incredible clients.
Thank you for being here. We can’t wait for you to see what’s next.
With love,
Ashlee, Stacey & Chris
