Skip to main content

We’ve been crushing on their clothes for the past couple of years and now, Primp Style Co. has introduced its very own label.

Proud locals, Lucy and Kelly noticed that the Barossa lacked affordable women’s clothing. So, they filled the gap and opened their first boutique clothing store, filled with pieces for busy women who love to look and feel great.

Photo :: Fable & Fig

Their range is full of colour and designed for everyday wear — from comfy pants for lounging around right through to beautiful dresses and skirts that will always brighten your day. Now offering sizes six to 18, their website also includes tips about which pieces are perfect for breastfeeding.

The bricks-and-mortar store was an immediate hit, but the girls weren’t stopping there! Soon after, they opened their online store and introduced their range to the rest of Australia — an integral part of growing Primp into what it is today.

“When we say we’ve been ‘lucky’, the road hasn’t been easy. We’ve worked bloody hard, with countless late nights, early mornings, stress… and man, have we learnt a lot along the way!” laughs Kelly.

Photo :: Fable & Fig 

At Primp, it’s not about what’s hot off the runway — it’s about finding pieces that are flattering for every body type, while keeping the fun in fashion. “We don’t tend to follow trends, but really think about what our customers will wear time and time again,” says Lucy.

Strong advocates for their beloved Lyndoch, they employ local women — especially mums — and they’re changing the game with flexible hours.

“We’ve learnt that if you stay true to who you are and what you believe in, are passionate about your product and conduct yourself authentically, then you’ll attract a loyal following — which we’re immensely grateful for,” says Kelly.

Photo :: Fable & Fig 

The road ahead…

There’s plenty on the horizon for the Primp girls, with big plans in motion to broaden their #primpthelabel range and possibly even open another location… watch this space! Conscious of the overwhelming support they’ve received, Lucy and Kelly are also looking to give back to their local community in 2021.


Fabulously fussy, Lucy and Kelly care so much about the clothes they stock that they found themselves picking only two items from showrooms packed with thousands of pieces — which is a major part of why they took the leap to create their own #primpthelabel.

“We got frustrated that a lot of brands still only go to a size 12 or 14. We wanted to cater for a broader range and with our own label, we call the shots! We make all of the decisions about fit, fabric, styles, and sizes,” smiles Lucy.

Millie xx


Millie Looker

Millie Looker

Writer, Content Creator, Events Manager and Operations sensation, she’s the backbone to ensuring Adelady runs like clockwork.

Leave a Reply