To roam is to live…
So, in the spirit of leading a more vivid life BOTEH asks seasoned traveller and owner of Peggy Concept Store, Evelyn Broughton, about the inspiration behind her beach side boutique in Avalon and how she makes the most of her travels..
TELL US A BIT ABOUT YOUR BACKGROUND AND PATH WITHIN THE FASHION INDUSTRY?
My professional journey starts in London where I was living at the time. I started my career in finance as I love analytics and driving business strategies but after some time, an undeniable yearning for creativity led me to studying styling at Central St Martins. I honed my craft by assisting stylists and working in luxury boutiques on Old Bond st. After a few years, I realised that I needed to fuse these passions and buying was the best way to apply my business acumen to a creative role. I have worked as a buyer since then, but the last 10 years were the most incredible at Gucci and Hermes.
WHAT INSPIRED YOU TO CREATE THE PEGGY CONCEPT STORE? HOW DID IT COME TO FRUITION?
I have always been inspired by the concept stores in Europe like Corso Como 10 in Milan, Colette in Paris or the beach side boutiques in Ibiza and dreamt about opening my own in Sydney one day. I loved how curated and personal the shopping experience was in these boutiques, they really made you feel something, like you were investing in a counterculture rather than just shopping.
Prior to covid it felt like a store had to be in Sydney's city or Paddington neighbourhoods to get traction but after covid things changed and people spent more time focusing on their community and the areas in which they lived. As a result, the sense of loyalty grew even stronger especially in local areas like Avalon/ Palm Beach. I was travelling abroad regularly as a buyer in the luxury industry which was amazing and I loved this role dearly but it was proving difficult to juggle with a young family. I needed to shift gears to be around my family more and I could see the local community was thriving so when I saw the space was available for lease, it felt like a sign that it was time to take the leap and make my vision a reality.
FOOLPROOF TRAVEL DAY OUTFIT?
For Long haul flights you will find me in the Nagnata motley trackpant, a classic white Jac & Jack shirt and a Silk Laundry light-weight blazer with a white sneaker. Chic, comfortable, casual. On a short haul flight particularly around Europe, I love Boteh for a coordinating, light-weight long sleeve top and shorts.
FAVOURITE BEACH READ?
I have a toddler… so there is no such thing as reading on the beach unfortunately! I wish I could lay back and relax!! But I need to have my eyes peeled on my spicy child and can usually be found building sand castles on the shore line.
ANY TRAVEL HACKS? JET LAG REMEDIES?
As soon as I get on the plane I start sleeping in line with the time zone I am heading to, to start acclimatizing. When I land at my destination I stay out all day to try to prevent the temptation to nap. I like to walk around a gallery, markets, or go shopping and stop for multiple coffees outside in the fresh air to prevent myself from being tempted to sleep and throw my body clock off in the hotel room.
IN YOUR MIND, THE BIGGEST TRAVEL FAUX-PAS IS?
Napping as soon as you land. It is a slippery slope of jetlag.
WHAT INSPIRED YOU TO TRAVEL TO IBIZA?
The first time I went to Ibiza I was living in London and was visiting a friend who lived there. After that one visit I was hooked and returned 3 weeks later because I couldn't stay away. I have now been to the island more than 20 times, it is my spiritual home. There is a magnetic energy on the island that pulls you there. It makes you feel something inside, like you are more alive creatively and in spirit. I love the rustic beaches, the hippie culture and the focus on creativity and in particular music. Every beach, cafe, restaurant, bar or store you go to is playing music. It is good for the soul.
WHAT SURPRISED YOU ABOUT IBIZA?
Everyone talks about Ibiza being a party island, it is so much more than that. That is just one side of the island and there is a very serene, bohemian and relaxed side to it as well. That said, I like that there is a ying to the yang and that you can choose your own adventure. Music is the answer to so much in life.
WHERE TO STAY?
I like to stay in a typical spanish style finca in the old town of Dalt Villa or a villa looking over Es Vedra.
WHERE TO SWIM?
Cala Salada for diving off rocks into crystal clear waters and for daiquiris delivered by a rock climbing waiter.
WHERE TO EAT?
Cala Jondal and Es Torrent. You cannot beat a good quality Spanish seafood lunch followed by a dip in the ocean.
WHAT TO DO?
Sleep in! You don't need to get up early, the sun is up until late so you can be up late too. Go for a drive to Portinatx to swim in the crystal clear waters and have a coffee at Iconic seaside hotel Los enamorados. Have lunch at El Chiringuito an old classic with great tunes. Walk over to Sa Trinxa for a swim and to get amongst the typical Ibizican vibes on the beach. Dinner and dip in the ocean at the Fish Shack followed by drinks and a wander around Dalt Villa at night.
WHERE TO NEXT?
ARE YOU SUPER ORGANISED (I.E. PLAN ALL ACTIVITIES IN ADVANCE) OR A MORE SPONTANEOUS TRAVELLER?
I like to book some activities (namely top restaurants or galleries that are hard to get into) so I do not miss out on the best of the best but then I also leave time aside to discover something new and give myself the freedom to go with the flow. I think it’s important to have days where you just go with your heart. I love exploring and discovering something exciting and new. That said, I always have a spreadsheet mapped out with the best restaurants, bars and boutiques in case I end up somewhere and need a recommendation…. So essentially I am prepared to be spontaneous ;)
THREE MUST-HAVES THAT ALWAYS MAKE IT IN YOUR CARRY-ON NO MATTER WHERE YOU’RE HEADED?
My favourite handbag, shoes and an outfit. I always pack the things that I would be most devastated by if they were lost in my suitcase.
ANY SENTIMENTAL SOUVENIRS FROM YOUR TRAVELS?
We’d love to know the story behind it. When travelling through Italy on our honeymoon, my husband and I bought two ornamental ceramic heads which now feature in our living. At the time I remember the process of shipping them home felt so dodgy, we really didn’t know if they would make it to Sydney but low and behold, months later they arrived. We have tried so hard to keep them out of reach of our energetic toddler. He now loves patting them and calling the queen mummy, so I feel like they are a part of our family and are a momento of this joyous time in our lives.
A TRAVEL DILEMMA I’LL NEVER FORGET IS…
When the flight from Athens to Ibiza for my wedding got cancelled. I couldn’t believe it. We got there in the end but a lot of tears and drinks were needed to get over it.
DO YOU LIKE TO SHOP IN PREPARATION FOR HOLIDAY? OR ON THE HOLIDAY ITSELF? OR BOTH?
Always shop before. That way you are not stressing on holiday trying to find an outfit when you could be relaxing, having a spritz in a piazza. Better to come fully prepared and then anything you find after said spritz is simply an added bonus ;)
Visit Peggy Concept in-store or online..
62 Old Barrenjoey Road, Avalon Beach, NSW, 2107