Meet Amelia Beaney, the Founder of Australian made brand 7th & York. The brand was created in 2021 and features an array of occasion wear staples taking inspiration from archive designs of the 90s and 2000s. With luxurious and elegant design elements, every piece is made to bring a vintage feel through their use of rich velvet fabrications. Get to know a bit about Amelia and her journey in creating 7th & York...
...
...
...
...
Name
Amelia Beaney
...
Star Sign
Capricorn (duh)
IG Handles
...
...
...
...
Why did you start your business?
I honestly just was at a point in my life where I felt like I wanted to create something that could grow with me, I started the business with 2 of my best friends and we have all been working on it together ever since. I really just wanted to create something that was a concept that people hadn't really thought about much before and I felt the velvet was a fabrication that had a relatively vintage feel and I loved the idea of giving it a new lease of life beyond what people typically see with velvet clothing.
...
What were you doing prior to starting your brand?
I was finishing my degree of Visual Arts and Marketing and also working for Bianca Spender in their retail team, I still currently work for Bianca however I am now the Visual Merchandiser a few days a week as I really wanted to continue to have a role within the retail fashion industry and love the company too much to let it go just yet.
...
Is there a meaning behind the name 7th & York?
My birthday is the 7th of January and York came from not only New York but also York Street Sydney which are two places I felt had a strong connection to the vibe of my brand.
...
...
...
...
Where does your brand inspiration come from?
Honestly the beginning of the branding and brand identity came from the Velvet, from there we just continued to create silhouettes from references to designer archives, there's been a lot of Tom Ford from his time at Gucci. I really love the simplicity of Calvin Klein in the 2000's, Also Halston in the 1990's is a massive place of inspiration because he worked with lots of reflective fabrics and just let the fabric do the talking which I heavily associated with 7&Y.
...
Who is your style icon?
Honestly, it's so hard to choose just one but I really love Monica Belluci's 90's style. She just has that effortless feel that I like to strive for. I also love influencers like Jen Ceballos and Olivia Pezzente, they just really embrace their individual style and I find they don't try and force a trend to work within their wardrobe. I'm a brunette so I also love any style icons who embrace their natural features and dress within their colour palette.
...
Biggest brand milestone
I think probably when we hit a year and I was with my team in NYC, we went on a holiday for a few weeks together and had cocktails at the top of the Ritz in NYC, A little OTT I know but we had all given so much to this brand that we felt we deserved a little bit of a celebration.
...
...
...
...
Favourite piece you've released
Oooh I think my favourite piece is yet to be released ;), I do really love our OG Olive colour. I think this colour was really identifiable with 7&Y and I was overwhelmed when it took off the way it did. We have a lot of new styles coming out for summer that we are really excited about so I hope everyone loves them as much as we do.
...
Advice to someone starting their own business
It's a marathon not a sprint and you get out what you put into a business. I have had many late nights in the office and I've slowly learnt over the last 2 and a bit years that if I'm not at my best I wont put out my best so allow yourself some breathing room away from your business because it will really help you have a better relationship with the work you do.
...
...
...
...
A quote you live by
Fortune favours the bold.
...
...
