Timeless. Conscious. Connected.
Brand Ethos
Rooted in the philosophy of accessible luxury, Coven is an Australian slow fashion brand that embodies a timeless bohemian aesthetic with a vintage soul. Each piece is designed with the intention of lasting a lifetime - both in style and quality - challenging the fast fashion cycle and redefining the way women consume fashion.
With a deep commitment to ethical craftsmanship, we believe that clothing should be an investment, not a fleeting trend. Our collections are thoughtfully crafted using high-quality fabrics, artisan techniques, and small-batch production, ensuring every garment is treasured for years to come. Coven has become known for creating high-quality pieces, that feel special without being unattainable.
Mission & Purpose
Coven was founded to challenge the status quo of fashion consumption. Our mission is to empower women to build a wardrobe that reflects their individuality without compromising on ethics or longevity. We encourage a mindful approach to fashion, where quality and intentionality replace the disposable culture of today. We aim to create not just clothing, but heirloom pieces that tell a story—of artistry & individuality.
Where it all started
Sian founded Coven in July 2017 at her dining table, driven by a deep passion for vintage/boho style, and a desire to bring her unique vision to life. With no outside funding and only her own determination to rely on, she bootstrapped the business from the ground up, starting as a one-woman operation. From sourcing fabrics to designing pieces and handling every detail herself, she poured her heart into every step - from customer service, to packing orders, building the website, and everything in between. What began as a humble idea grew into a thriving worldwide brand, built on creativity, love, integrity & an unwavering commitment to her craft.
The Connection
At the heart of Coven, is a genuine, close-knit community of women who share a love for effortless style and purposeful living. Our founder, Sian, fosters a deep, authentic connection with our customers, ensuring that every piece feels personal and every woman feels seen. Through storytelling, intimate brand experiences, and open conversations, we cultivate a space where fashion is more than just clothing—it’s a movement.
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A NOTE FROM OUR FOUNDER:
Welcome! Thank you so much for stopping by...
My name is Sian, and I am the founder of Coven. I grew up by the seaside with my Mum, Dad and younger brother, in Bilinga - a sleepy little town (or it was at the time) on the Southern end of the Gold Coast, and now reside just over the border, in the hills of Northern NSW with my Husband and our 2 sweet ragdoll kitties - Aspen and Snow, and a very high-spirited German Shepherd named Teddie.
I have always been drawn to fashion and creativity, and learnt to sew as a child, from my very talented & crafty Nan. As a 12 year old, I even joined her at her market stall (the Broadbeach /Burleigh/Coolangatta art and craft markets every Sunday) and sold my hand crafted items.
In my 20's, during a tough break-up (to the man I’m now married to funnily enough!) I found myself drawn back into sewing and took a course in dressmaking, even creating and selling some of my designs to friends/family on Facebook. For the following 8 years I was running dance fitness classes on the Gold Coast, known as Passian Dance Fitness.
Besides fashion, dancing is my other true love, and after 8 amazing years living my dream, I decided to pursue my other dream, the one that had been stirring under the surface for many years - of founding my very own fashion label.
From there (well, from my dining room table to be exact!) Coven was born, and it has been an all-encompassing, amazing, challenging, fulfilling, wonderful journey. From very humble beginnings, working from home on my own, to now being a global brand, working out of a beautiful warehouse on the Gold Coast with an amazing team - it has been quite the journey.
I am filled with so much gratitude for you, our Coven community. Thank you for being a part of our world, and supporting this female founded, small Australian business.
You are so appreciated...
