The seeds of White Label Noba were planted at Tracey Watkins’ kitchen bench. At that stage, Tracey was 47 and working as an interior designer. For many years, she had struggled to find clothing that she loved.
With the belief that any woman can be stylish–no matter what shape, size or age–she decided to take matters into her own hands and set out to create what is now White Label Noba.
“Our whole mantra from the beginning was about natural fibres–pretty, feminine and basically a lifestyle brand for Queensland,” Watkins said.
The first store to open was in Hawthorne at 121 Riding Road; then followed the Ascot boutique at 146 Racecourse Road. The label is also stocked in stores throughout Australia and the collections are available to buy online. The “Wanderlust” collection was launched late last year and has already been a beautifully sequined success!
“I think there’s a lot of femininity in what we do. We try to use beautiful textures and fabrics and the overwhelming comments that we receive as a team are that the brand makes women feel beautiful. So, I think the passion, dedication that we all put into the brand makes it what it is.”
The clothing brand has gained a loyal following over the years, with many of our Channel 7 presenters among that crowd, including Queensland Weekender’s Victoria Carthew and The Great Day Out’s Laurel Edwards.
In January, the brand even had a brush with royalty (for the second year in a row)! Royal, Zara Phillips wore White Label’s Scarlett to the iconic Magic Millions Polo. In 2018, she was seen in a navy number also designed by the brand.
From humble beginnings at the kitchen bench, to a brand that is loved and adored by thousands of ladies around the world – we sure do love a Queensland success story!