Under Mel’s Spell: From Byron Bay to Vogue

Content is everything, and storytelling is everything, to us as a brand. What they [influencers] create that we're able to repost is just as important as the reach that they have. It's about getting good content as much as it is about them providing it on their own channels. -Mel Carrero, Marketing Manager, Spell

It’s hard to assign a title to Mel Carrero from Byron Bay-born fashion label Spell.

Mel originally trained as a journalist but longed to work in the fashion industry.

She was on the verge of upping stumps from Northern New South Wales for the bright lights of Sydney when she “hustled” her way into capturing the attention of one of the Spell founders through her edgy festival photography.

Mel’s role, officially as “Marketing Manager”, but unofficially as so much more, sees her working closely with the founders to mastermind every point at which customers intersect with the brand.

The ultimate multi-tasker, Mel’s the hardworking creative who is responsible for bringing so many of Spell’s collections to life.

Spell Designs itself is a story of resilience.

The Byron Bay brand didn’t have much luck in the early days of making it into major fashion titles, so decided to create their own media channel.

“We decided to create our own editorials, which is why we started creating content in a way that I think was a bit of a pioneer in the direct-to-consumer online market,” Mel says.

Listen in to this episode to hear how this fashion underdog eventually ended up making it into Vogue magazine, as well as all other major Australian fashion magazine titles.

This is a masterclass for online retailers and digital marketers, but it’s also a great episode for working journalists who may be interested in exploring pathways to transfer their skills.

Today’s jargon gem is “collab”. Listen until the end to find out what it means and how to do one.

It's PR Darlings is on all the socials, so get in touch if you have any ideas you'd like to share.

REFERENCES/GUEST SOCIAL LINKS

https://www.instagram.com/melcarrero_

https://aus.spell.co/

It’s PR Darlings is produced by Jo Stone from Sticks and Stones PR and Greer Quinn from Forward Communications.

It’s PR Darlings

www.itsprdarlings.com

www.sticksandstonespr.com.au

www.forwardcomm.com.au

Socials:

https://www.instagram.com/itsprdarlings/

https://www.facebook.com/ItsPRDarlings

https://www.linkedin.com/company/it-s-pr-darlings/

https://www.linkedin.com/in/jo-stone-youngleson-562809104/

https://www.linkedin.com/in/corporate-communications/

Contacts for story ideas:

[email protected]

[email protected]

We acknowledge the traditional land owners and pay our respect to elders past and present, and all Indigenous Australian and Torres Strait Islander Peoples.

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