Fella Hamilton

Fella’s history – from one turban to a national business.

Since 1969 Fella Hamilton has been the destination for inspired fashions that dress women beautifully for life’s every occasion.

Fella was in her 40’s when one day at the sauna she saw a woman wearing a terry toweling turban and thought it was a great product but could not find one locally.    She decided to make her own and that one turban grew into a range that she presented to stores on a wholesale basis, the Fella Hamilton brand was thus created.

Fella’s original dream of creating fashionable items for women, who like her at the time were in their 40’s, has grown into a chain of 18 stores in Victoria and NSW, a large mail order business with a growing circulation and a website that showcases   the current ranges.

Fella’s belief that there was a segment of the Australian market that was not catered to was the driving force in expanding the range to include terry toweling clothing and tracksuits.  Her items were so successful that before long Myers had an entire department stocked only with Fella’s designs.

By this stage Fella’s husband was helping her with the administrative and accounting side of the business, this allowed Fella to concentrate on what she did best and the business flourished. As the ranges now included stylish suits, signature sweaters, figure flattering pants and quality separates.

As customers discovered the brand, their loyalty saw them returning season after season for Fella’s beautifully crafted garments that were made in Australia to her   high standards.  Fella felt the need to offer her growing number of loyal customers    a better experience, so the decision was made to open the first Fella Hamilton store.  As time progressed and she opened more stores she wound down her wholesale operations and concentrated on her own stores.

Fella’s Children Ann & David joined Fella at work, learning the fashion business under her guidance.  Over the years their spouses Michael and Sharon also joined the business as it continued to expand.  In 2014 after 35 years, Ann and Michael decided to embark on a new journey – retirement.  After a long and happy time working within the family business they now have time to travel, time for their family and time to spend with Fella who although is officially retired is still a major influence on the brand as it is today.

Fella’s son David and his wife Sharon are now running and continuing to expand the business.  Their children, Fella’s grandchildren are also starting to spend some time learning the daily operations in between schooling commitments. Fella is very happy to see the next generation show a keen interest in the family business.

Fella’s personal history and commitment to what she started with her first terry toweling turban is one of great passion, drive and desire to bring stylish garments to women in the prime of their lives.