About us

Aura Melbourne was born in the heart of Melbourne back in 2009 — long before fashion became fast and trends came and went in the blink of an eye. We started as a small family business with a simple dream: to create clothing that feels just as good as it looks. What began as a few racks of carefully curated pieces in a tiny shop has grown into a proudly Australian fashion label loved by people all around the country.

For us, fashion has never just been about clothes. It’s about the feeling you get when you wear something that truly reflects who you are — effortless, confident, and free. Every collection we design carries that philosophy. From the first sketch to the final stitch, we pour our hearts into every detail to make sure you don’t just wear Aura… you live in it.

Being a family business means we value connection more than anything. We know our customers by name, not by number. We still get excited over every order, just like we did on our very first day. Over the years, we’ve built a loyal community of people who believe in timeless style, quality craftsmanship, and supporting local Aussie brands.

Our roots are deeply tied to Melbourne’s vibrant culture — its laneways, its creative spirit, and its effortless sense of style. That’s why every piece is designed with versatility in mind: whether you’re grabbing a flat white on a crisp morning or heading out for dinner by the coast, Aura moves with you through every moment.

Today, Aura Melbourne remains proudly independent. We’ve grown, evolved, and adapted — but our values have never changed. Family. Quality. Authenticity. These are the threads that hold our story together.

From our family to yours, welcome to Aura Melbourne. Where style lives, stories are worn, and every piece carries a little bit of our Aussie soul. 🤍