the story behind the firefly label….

Firefly at Tanglin Mall is a concept store offering beautiful, unique, handmade fashion, accessories, furniture and homewares. Firefly has been around in Singapore for the last 13 years, since the designer, Wendy moved here from Australia and brought her fashion brand with her. Women all over Singapore quickly came to know that Firefly offered them unique, quality, natural cooling fabrics and easy-wear styling in sizes and fits for real women with curves and all! 100% Australian designed, Firefly was soon the only summer resort wear women needed for the long hot Singapore months and Firefly soon had quite a following on the little red dot as it had in Australia.

It’s only recently that, on one of her many designing trips to India, Wendy finally caved to her love for the intricate hand-crafted furniture and homewares that the country had to offer. By the end of her design trip she was filling a 40foot container and her passion for furniture shopping was over-taking! And so, welcome Firefly Home, the latest string to the Firefly Collection bow! Firefly, the brand, stems back to the Sydney boutique fashion scene of the early 2000’s where Wendy Morton-Edwards, the designer behind the Firefly collection first launched it.

After years of corporate life in London, working for illustrious companies such as MTV, Wendy packed her backpack and embarked on a year-long backpacking trip with her then boyfriend, now husband, She didn’t know it then but her travels and experiences would spark a love affair with the bright and vibrant colours and the intricate and skilled craftmanship of India that would change the course of her career. It was while she was travelling that she started designing and at the end of her trip, when she moved to Sydney, she first launched the label in 2003.

Since humble beginnings on the vibrant Sydney markets scene, Firefly has enjoyed enormous success and quickly became one of Australia’s favourite resort wear brands. The label was quickly picked up by Sydney retailers and soon expanded throughout Australia and internationally to the most exclusive boutiques in the UK, Caribbean, America and Asia.