Sisters Vicky Frank and Vangelica Paritsi noticed a gap in the market for a unique and edgy feminine label at a reasonable price point. They decided to launch Halsinky in 2005 and created a range to suit Australian women of all shapes and sizes.

Earlier collections were casual street inspired pieces which then moved on to embrace a modern take on old world feminity. The duo now focus on shape, volume and pleating to ensure their designs translate from one season to the next allowing customers to seamlessly build on previous purchases.

Vicky's past eclectic career includes retail operations with companies including Timberland, German company Street One and Melbourne Airport. She also owns and runs a wholesale clothing agency as well as a clothing, gift and lifestyle store in Melbourne.

Vangelica completed her bachelor degree in media and communications at the University of Melbourne before working freelance on events, photo shoots and film production and then creatively directing Halsinky to its inception.

The sisters saw opening a retail store as the inevitable next step from wholesale. "We believed in our product so much that we decided to invest in retail and want to continue on that road. We also have more control over the way the label is presented and priced and we're able to garner genuine public feedback on our product. Named Halsinky Project, the store is situated in Melbourne's fashionable Brunswick Street, Fitzroy.

www.halsinkyproject.com