Every now and then, there’s a moment in business that makes you pause and think: wow… if the younger version of me could see this now.
Cherry Bobbins began with the dream of a 15-year-old girl who wanted to live boldly and leave her mark on the world. At the time, that dream felt enormous, abstract and almost impossible to explain. Truthfully, it’s taken me the last 20 years to fully understand what that dream was trying to become.
A few weeks ago, the day before my birthday, I received a message on Instagram from Dom (@dominique.jolee) tagging Cherry Bobbins in a reel. To my complete surprise, she was wearing Cherry Bobbins at Australian Fashion Week and I genuinely had no words.
Not only did Dom look incredible, but she styled the pieces exactly the way I had always imagined the brand being worn. Effortless, elevated, confident and versatile enough to exist beyond just one moment or occasion. Seeing that vision come to life felt surreal, like watching years of ideas, sketches and hopes suddenly step out into the real world.
It was no surprise to me that so many publications like Faternise, Who Magazine, Fashion Journal Magazine, Vogue Australia (shot by Liz Sunshine) and Soulful Socials, picked it up and featured it on Instagram
To some people, this may have looked like just another Fashion Week moment. But to me, it felt like something far bigger than fashion.
Growing up in the early 2000s, I was the creative, geeky girl with a dream of becoming a fashion designer. It wasn’t seen as a “real” path for someone like me who wasn't popular, and I was often laughed at for imagining a future in fashion. Back then, people were quick to decide who you were before you’d even had the chance to discover it for yourself.
What began as sketches, ideas and late-night daydreams slowly became Cherry Bobbins. Over the last 20 years, piece by piece, collection by collection, customer by customer, this brand has grown into something I once only imagined from the back row of a classroom.
So seeing Cherry Bobbins photographed at Australian Fashion Week and featured by Vogue Australia felt incredible. Not because it was Vogue, but because it represented something my younger self desperately needed to believe:
That girls who dare to dream differently, grow up to build the life they once imagined for themselves.
And the most beautiful part? None of this would have happened if Dominique (@dominique.jolee) hadn’t chosen to wear Cherry Bobbins that day.
This moment belongs to all of us. Every order, every kind message, every photo you’ve shared wearing Cherry Bobbins has helped shape this journey. Thank you for believing in this brand and the mission to help create a fashion industry that feels more inclusive for everyone.
