About 29lines

More than an online store.

A thoughtfully curated collection.

29lines was created from a love of thoughtful retail, beautiful products, and the belief that the things we bring into our homes and everyday lives should be chosen with care.

Founded by Helen, 29lines grew from more than two decades in retail and a long-standing interest in sustainability, craftsmanship, and mindful consumption.

After years of attending trade fairs and connecting with suppliers, Helen saw the need for a more considered approach — one that made it easier to discover pieces that are both beautiful and thoughtfully made.

Today, 29lines brings together thoughtfully chosen fashion, body care, homewares and gifts for women who value quality, longevity and conscious living. We believe what you wear, and how you take care of yourself, should reflect the same thoughtful approach.

At 29lines, we want to help make it easier to shop beautifully, responsibly and with purpose. After more than 25 years in retail, 29lines continues to be built around thoughtful pieces, personal service, and brands chosen with care.

Whether you're looking for a beautiful ELK garment, a thoughtful gift or everyday self-care, I hope you discover something you'll enjoy for years to come. Thank you for supporting a small Australian business.