The Making of Annabel

For as long as I can remember, I have been fascinated by the power of design to transform how people feel.

My career has taken me on an extraordinary journey through fashion retail, marketing, events, tourism, business leadership and interior design. Across every role, one thing remained constant: a passion for creativity, problem-solving and helping people see new possibilities for themselves.

Five years ago, I made the decision to step away from a successful business and spend more time with my family. It was a period that allowed me to reflect on what mattered most and where I wanted to make my next contribution.

The answer was and always has been fashion.

Not because it was something new, but because it was something I had always loved.

Alongside my interior design career, I owned a fashion retail store and experienced first-hand the confidence the right garment can bring. I saw how clothing could help women feel seen, capable and comfortable in their own skin.

Annabel was created to bring together everything I have learned across design, retail and business. It is built on the belief that women deserve wardrobes that work beautifully together, garments that remain relevant beyond a single season, and clothing that supports rather than complicates everyday life.

Launching Annabel is the fulfilment of a dream many years in the making.

It is also proof that it is never too late to begin again.

Too often we convince ourselves that certain opportunities belong to a younger version of ourselves. Yet some dreams require experience, perspective and confidence before they are ready to be realised.

Annabel exists because I choose to follow the dream.

My hope is that it encourages others to do the same.

— Annabel Berry
Founder & Creative Director