Paula Murphy studied Fashion Design at East Sydney TAFE Fashion Design Studio, and has worked in the fashion industry on both sides of the Tasman for over 20 years.  Paula’s diverse industry experience has included Design, Styling, Marketing and Merchandising for a variety of Denim labels including Levis, General Pants and Workshop Denim.  She has designed party dresses for Wayne Cooper, and a collection of Womenswear suiting and shirts for Working Style. Paula also spent time working on Costumes for the Film industry, where she honed her leathercraft skills making Leather Vests and Trousers for a young Ryan Gosling in the ‘Hercules’ era.

Prior to having her two children, Paula launched her first label SIM, and opened a boutique in Newmarket’s Nuffield St, where she based her wholesale and retail business for five years, before taking a break to concentrate on her young family.

In 2018 Paula co-founded a new retail concept store called The Luxe Edit, with her best friend Nicola Laird, who is currently based in London.   Drawing inspiration from the pairs favourite travel destinations, each season the stores imported brand selection, interior and packaging changes, to reflect the new Edit destination.

The Luxe Edit has been a long-held dream for Paula, a boutique of her own where she can create, style and inspire, and you’ll find her happily working on the floor most days.