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Right in the heart of Byron Bay, amidst the sun-kissed shores and bohemian charm, lies The Local Byron Bay – an innovative concept brought to life by Australian fashion designer Dui Cameron and her dedicated team. With its colourful displays and soulful ambiance, The Local Byron Bay offers more than just a shopping experience; it's a celebration of creativity, community, and the joy of self-expression.

For Dui Cameron, fashion has always been a means of self-expression and empowerment. From a young age, she was inspired to embrace bold colours and playful styles, leading her to cultivate a feelgood philosophy of "Big Love. Big Life" within her renowned Boom Shankar fashion brand. With The Local Byron Bay, Dui extends this philosophy to a new audience, inviting them to step into a world of creative masterminds and eclectic finds.

The Local Byron is hard to miss as you walk around town. Dui’s philosophy of big energy and good vibes is clear, with statement making colours and daisy-dotted welcome mats lining the pavement outside. Wide open windows give a glimpse of what’s to come, a front nook adorned with cushions in every colour of the rainbow and a tonal feature wall with hand-painted mural, inviting you to step into a world of colour before you even walk in the door.

Inside, rich emerald green contrasts with looks-so-good-you-want-to-taste-it peach pink – the perfect back drop for the maximalist offering on display.

As the second of its kind - following the success of the inaugural store, The Local Peregian in Peregian Beach on the Sunshine Coast - The Local Byron Bay offers a unique shopping experience tailored to the vibrant spirit of our well-loved coastal town. Here, visitors can explore a curated selection of Boom Shankar fashion alongside an array of Australian-owned brands, each handpicked for its quality, design, and ethical practices, as well as their fun, colourful, and contemporary aesthetic.

The Sunshine Coast roots of the store shine through with a collection of bespoke Noosa products that sit right at home alongside Dui’s own colour-filled clothing brand. There is a hint of their signature retro flavour, with always-cool vintage eskys and funky 70s aesthetic homewares. The back wall is a vinyl-lover’s heaven, with record-upon-record lining the shelves, waiting to be discovered and added to the collection.

Together, The Local Byron Bay and The Local Peregian form a collective of The Local Stores, built on a passion for supporting locally owned labels and ethically made products. From apparel and footwear to beauty, accessories, giftware, and homeware, every item tells a story of craftsmanship and conscious consumption. It's a place where shoppers can discover a thoughtful mix of styles and inspirations, encouraging them to express their individuality with confidence.

As the driving force behind both Boom Shankar and The Local Stores, Dui Cameron brings her visionary approach to every aspect of the store's operation. Dui infuses her distinctive style and ethos into every corner of The Local Byron Bay, ensuring that each visit is a feast for the senses. General manager Liv Mills describes The Local Byron Bay as a welcomed addition to the Byron community, quickly becoming a cherished destination for locals and visitors alike.

A notable addition to The Local's offerings is Local Grind, a menswear brand designed by Dui's 21-year-old son, Charlie Ciavarella. Sold exclusively at The Local Stores, Local Grind captures the laidback coastal lifestyle with easy-wear shirts inspired by surf, skate, and sunshine. Charlie's debut collection has exceeded expectations, with some designs selling out within weeks of their launch.

Whether near or far, The Local Byron Bay serves as a beacon of creativity, community, and connection. In the bustling streets of Byron Bay, it's more than just a store; it's a destination where individuals can embrace their unique style, celebrate their passions, and live life to the fullest. Welcome to The Local Byron Bay – where every visit is a celebration of colour, creativity, and the joy of being yourself.

21, Bogarts, Shop 5/25 Fletcher St, Byron Bay | @thelocal.stores


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