La Sirena by Jamie Straker hosts VIP Oceans of Love launch party

With exclusive brand launches, renovations and a hush-hush collaboration with a big-name brand in the offing, Bundaberg’s high-end boutique La Sirena is going from strength to strength.

The new Oceans of Love collection by Spell was launched at an exclusive VIP gathering at La Sirena on Tuesday, with owner Jamie Straker set to announce an exciting collaboration with a major brand in 2024.

VIP clients from one of Bundaberg’s most celebrated boutiques gathered at La Sirena on a balmy Tuesday evening for a multifaceted celebration.

At once a launch party for the Oceans of Love New Styles collection by Spell and newly renovated interior for the Bourbong St store, owner Jamie Straker said she wanted to hold the event to thank her most loyal local customers by giving them the first view of the highly anticipated collection before it was made available on La Sirena’s burgeoning online store.

La Sirena owner Jamie Straker gave the first look of the new Spell collection to her most loyal local customers.

Speaking as customers milled around the calm, white-hued interior, some holding glasses of the complimentary champagne on offer, Ms Straker said she hoped to make the in-store launch parties for the top fashion labels she had in stock a more regular occurrence.

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“Normally we do the launches where the lines come out on the floor and they pretty much sell out online, so we wanted to do it this way so people could try it,” she said.

One of the VIP customers who came to try the new Spell luxury resort pieces, local brow business owner Tayla Andrews, said the new line was “hugely anticipated”.

Ms Andrews had a preview of the Oceans of Love collection when she modelled for a photo-shoot for the La Sirena catalogue by new local commercial production house Knights Creative, and came away feeling that she had found something special in the new line from Spell.

Local brow business owner Tayla Andrews (pictured) said wearing the Oceans of Love line made her "feel like a goddess". Photo: Knights Creative

“Just the feeling of the clothing was just really luxurious and really beautiful, and it’s the first time I’ve felt really good in something for quite a long time,” Ms Andrews said.

“I just felt like a goddess; and I guess that’s what this clothing, and La Sirena, represents, is feeling like a goddess, feeling your best self.”

A long-term customer of La Sirena, Ms Andrews said Ms Straker had “stepped up” the boutique since taking over in April 2021.

“It has definitely stepped up now in what lines they bring, design-wise and clothes-wise, and just the feeling of the boutique, the space is just so different now,” she said.

“It’s exclusive, elegant, luxurious clothing, which is something that I this is very important for Bundaberg to have.”

Clients said, as much as the exclusive lines available, they keep returning for the "peaceful, Zen-full" ambience of the Bourbong St store.

Ms Straker is about to break yet more new ground as a fashion designer, currently in talks with a major brand about developing a new collection with a long-term goal of establishing her own brand of clothing.

While she is unable to say much about the project at this stage, Ms Straker urged her clients to look forward to the “huge new collaboration” with one of the brands earmarked for 2024.

Director of Knights Creative Andy Knight is partnering with Ms Straker on the new venture, and was excited by the global exposure and commercial relationships available for regional businesses in the contemporary environment.

Director of Knights Creative Andy Knight was excited by the global exposure and commercial relationships available to support the growth of regional businesses.

“Bundaberg is no longer a boundary for us,” Mr Knight said.

“It’s an open market, social media has opened up with visibility, and you’ve got people with experience coming in from other states to bring up the commercial end of it.”

“How do we take the little Bundy shop on Bourbon Street to the next level? I think the pieces are there.”

La Sirena can be found at 1/176 Bourbong St Bundaberg or https://lasirena.com.au/. Follow Jamie on instagram @la.sirenaboutique to keep up with the weekly shoots and upcoming journey.

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