A letter from the founder
Nobody dresses for an ordinary Tuesday. And most of a life is ordinary Tuesdays.
On the six things I looked for before these came into the shop, how they compare to what you have been buying, and why every jacket in the collection is $69.95 for our 20th Anniversary Spring Sale.
A little thank-you from me, tucked into your order.
A customer wrote to me this spring and said something I have not been able to put down since. She is retired. She does not need dressy clothes very often anymore. But she still likes having something pretty to put on for an ordinary day.
I am Olivia, and I started Daily Aussie with one idea: that a woman should not have to choose between comfortable and beautiful. What she was describing is the exact place that idea usually gets quietly abandoned.
Because by a certain age there are two wardrobes in most closets. There is the good half, kept for occasions, worn four times a year, some of it still in the dry cleaner's plastic. And there is the everything-else half, which is what she actually lives in: soft, grey, unremarkable, chosen on the understanding that nobody is looking.
Then the occasions get rarer and the everything-else half gets bigger, and one day a woman notices she has spent years dressing for an audience that stopped turning up, while all the ordinary Tuesdays went by in a fleece.
I never accepted that a woman had to choose.
This is a collection of jackets built on one refusal: that comfortable has to mean invisible. There were six things I looked for.
The little details that make an everyday jacket feel special.
The embroidery was what made me stop and look. Each little motif is worked by hand, with individual stitches giving it texture and character that a flat print simply cannot offer. Look closely and you notice the care in the outlines, the colours and the small details that bring each design to life.
I have always loved that about handwork. Tiny variations give each piece its own character. It feels personal, like somebody took the time to make something worth keeping.
And you do not need a special occasion to enjoy it. Put it on with your usual jeans and a simple top, and those embroidered details give an ordinary outfit something lovely.
"I put the olive one on over a white tee and jeans and my husband actually noticed. That has not happened on a weekday in a while."
Once the embroidery caught my eye, the next thing I wanted to know was how the jacket felt. Something can look beautiful on a hanger, but if you spend the day wanting to take it off, it has missed the point.
These jackets are made from premium-quality cotton. I chose it for its soft, breathable feel and the way it brings comfort to an everyday layer. For spring mornings when you still want a jacket, that matters just as much as the design.
To me, premium quality should be something you enjoy wearing. A fabric that feels lovely against your skin, a jacket that sits comfortably over your favourite top, and something you reach for because you like how you feel in it.
"I was worried it would feel cheap for the price. It does not. The fabric has a nice weight to it and the ruffles sit properly. Have worn mine three weekends running."
Different details, different collars. Pick the one that feels like you.
I wanted each jacket in this collection to have its own personality. The softness of a ruffled collar, the little embroidered figures, the intricate paisley designs. Details that make you stop and think, "That is the one I would wear."
Some women love a little frill. Others prefer a simple collar with beautiful embroidery that catches the eye. I wanted room for both, because feeling comfortable in a jacket is also about feeling like yourself.
You can wear them with the same jeans and plain top, yet each gives the outfit a different feel. Pick the one you keep looking at. That is usually a good place to start.
"I ordered the paisley first because it felt safer. Then I saw a friend wearing the ruffled floral and went back for that one too. They are quite different but I reach for both."
This sounds backwards, so let me explain it. A jacket in one strong colour has to be matched. A jacket carrying olive, teal, burgundy, gold and cream at once has already made its peace with everything. It sits over navy, over black, over khaki, over the same jeans she has worn all week. It is the loudest thing in the closet and the easiest to place, and those two facts are the same fact. That is also why a woman who has told herself she is not a colour person tends to be fine in one of these the moment it is on.
"I would never have picked something this colourful for myself. My daughter chose it. But it goes with everything I own, which I did not expect at all."
A little colour, delivered to your door.
A relaxed cut is not a shortcut. It is a decision to fit the woman rather than ask the woman to fit it. These hang easy through the middle and give room without hanging off anybody like something borrowed. Most styles run AU 8 through AU 26, and I would rather tell you that here than let you find it at the size picker.
"I am usually between sizes and always worry about ordering online. This fits perfectly with room to layer a top underneath on the cooler mornings."
I will not stock a piece a woman has to protect. These wash at home. A gentle cycle in the machine and hung to dry. The colour holds, the ruffles keep their shape, and it takes no more thought than the hoodie it is replacing. That is what keeps a thing at the front of the closet instead of quietly pushed to the back by Christmas.
"I have washed mine four times now and it still looks the same as the day it arrived. Colours have not faded at all."
These, against what you have been buying
| The usual jacket | These | |
|---|---|---|
| Detail | Printed on, no texture | Ruffled, embroidered, hand-finished |
| Fabric | Thin poly, loses shape after a few washes | Premium cotton, soft and breathable |
| Styles | One or two options per season | Lightweight jackets with embroidery, ruffled details and paisley designs |
| Care | Hand wash recommended | Machine wash gentle, hung to dry |
| Sizes | Often stops at XL | AU 8 through AU 26, most styles |
I refuse to sell a woman something that asks her to look tired in order to be comfortable. That is the whole reason this collection is in the shop.
Why our 20th Anniversary Spring Sale is special
Olivia, the woman behind Daily Aussie.
These jackets are normally $139.95. But this spring marks twenty years since I opened the boutique, and I wanted to celebrate by giving something back to the women who have supported us along the way.
For our 20th Anniversary Spring Sale, every jacket in the collection is $69.95. It is a little thank-you for being part of our story, whether you have shopped with us for years or have only just found us.
And spring feels like the right time to celebrate. These lightweight jackets are lovely for cooler mornings and those days when you still want an extra layer without anything too heavy. There are only so many available in each size and style, and I would love to see them being worn and enjoyed this season.
A closer look at one of my favourites.
20th Anniversary Spring Sale: every jacket, $69.95
- Real detail: ruffled, embroidered, hand-finished
- Premium cotton, soft and breathable
- Lightweight jackets, perfect for layering on cooler spring mornings
- Cut relaxed, available up to 5XL (AU 26)
- Machine wash on gentle, hung to dry
- 30-day money-back guarantee
- Every jacket the same price · while sizes last
Every jacket the same price · while sizes last
The Anniversary Spring Sale is here for a limited time.
✓ 2 products = 20% extra discount
✓ 3 products = 25% extra discount
✓ 5+ products = 30% extra discount
Discounts are applied automatically at checkout.
I think often about that customer and her ordinary day. She was not asking for an occasion. She was asking for permission to bother, on a morning when nobody was coming over and nothing in particular was happening.
She did not need it from me. But if she did, she has it.
Go and have a look at the collection, and pick the one you keep going back to.
— Olivia · Daily Aussie