Iconic Australian brand Wheels and Dollbaby is closing
After 30 years and dozens of celebrity fans, the era of Wheels and Dollbaby has come to an end.
Just three hours ago, Melanie Greensmith founder of Wheels and Dollbaby announced on Instagram that she would be closing the brand for good. The brand will officially close doors at the end of October which is in just three weeks.
Greensmith posted a heartfelt message to the Wheels and Dollbaby Instagram account explaining her decision and desire to spend more time enjoying her life.
She wrote: "My dear Dollbabys, I want to share this with you here first as I know W&DB means as much for many of you as it does for me. After 30 years in business I have decided I want to move on to the next stage of my life, time to enjoy life, my garden, my house, my man, travel – time to be with my loved ones and my 4 legged friends.
I will be closing my beloved W&DB at the end of October. Many in the industry and press will wonder why anyone would close a business at the height of success (and we are), but then again I have always done things my way ;) I am so proud to leave my business at a high time and keep the name I thought of all those years ago in a flat in Melbourne.
We took on London, the US and everywhere in between. It's been an amazing ride. Now I’m off to focus on other interests I have in my life, I thank everyone who has taken part in the ride, partly or fully. I love and appreciate every one of you. Stay glamorous! Melx."
Wheels and Dollbaby is known for its sexy rockabilly style and signature Dita cardigans inspired and created by Dita Von Teese. Celebrity fans of the brand include Katy Perry, Lily Allen, Slash and The Veronicas. The brand has been operating for 30 years with iconic store locations such as the Sydney boutique on Crown Street.
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