A letter from the founder
Why Is It So Hard to Find a Lovely Jacket That Actually Feels Good to Wear?
On six things worth checking before you choose a jacket, and the ones I have chosen for the shop.
A little thank-you from me, tucked into your order.
You are scrolling one evening and there it is. A jacket in a lovely colour, with a pretty collar and just enough detail to make you stop. You can almost see yourself wearing it to coffee on Saturday.
Then the practical doubts arrive. Will the sleeves be comfortable, and will it sit nicely around the middle? Will it look as good in real life as it did on the screen?
You are not expecting perfection. You just want something you will enjoy wearing, and that is entirely reasonable.
I never believed a woman should have to choose between a jacket she loves looking at and one she actually enjoys wearing. It is the idea Daily Aussie began with, and after twenty years in the boutique, I still hold on to it.
So I have put together six things I look for in a jacket. They are the little things that so often disappoint, and the little things that make one worth keeping.
A Lovely Jacket Shouldn't Feel Like a Compromise.
The little details that make an everyday jacket feel special.
A new jacket carries a small promise. You hang it by the door, you try it on, and you feel sure it is going to become a favourite.
Then the promise fades. The sleeves feel a little snugger than you expected, or it sits oddly through the middle. You wear it once, perhaps twice, and each time you find yourself tugging at it. Before long it is hanging at the end of the wardrobe, and you are back in the comfortable things you always reach for.
Nothing has gone terribly wrong. It is simply a quiet disappointment, and a familiar one. A jacket is only worth having if you genuinely enjoy wearing it.
That is how I think about every piece I choose. It has to be lovely to look at and a pleasure to wear, and I do not think that is too much to ask.
If you'd like to see the jackets I've chosen, you can have a little look at the collection here.
EXPLORE THE JACKETSThe Fit Matters More Than the Size on the Label.
A medium in one style can fit quite differently from a medium in another, so the letter on the label can only tell you so much. The garment measurements are far more reliable.
Start with the bust and the shoulders. Then look at the sleeve, since that is where upper-arm room and sleeve length meet. Finally, check the length of the jacket and the room through the middle.
Pick a jacket you already wear and love, and compare. That small step takes the guesswork out of choosing a size.
Most of our styles are sized AU 8 to AU 26, and you will find the garment measurements for each style on its product page.
Beautiful Details Should Look Just as Lovely Up Close.
Different details, different collars. Pick the one that feels like you.
This is the part I enjoy most. Pick up one of these jackets and look closely, and the details start to reveal themselves.
There is the softness of a floral print, with the colours sitting gently beside one another. There is a collar that frames the face, sometimes simple, sometimes finished with a ruffle. Buttons that add their own finishing touch. A vintage-inspired pattern that feels pleasantly different from the usual, and on some styles, embroidery you can see in the stitching.
No two designs are quite the same. One leans towards soft florals, another towards a richer colour, another towards a decorative finish that makes you look twice.
Those little details are what make a jacket feel personal. It stops being something you wear because it was there, and becomes something you chose because you love it. That is a very different feeling to put on in the morning.
Pretty Means Very Little If You Don't Enjoy Wearing It.
Fit is how a jacket sits. Fabric is how it feels, and the two are quite different.
Think about the weight on your shoulders, the way the fabric moves when you reach or sit, how it feels against your skin, and how easily it layers over a top. Think, too, about how much looking after it needs.
These are lightweight jackets, but materials vary from style to style, so the fabric composition and care instructions on each product page are worth a read. They tell you what you are choosing, and what to expect once you are wearing it.
You Should Know What You're Getting Before It Arrives.
A little colour, delivered to your door.
When you cannot try a jacket on, what you need is good information. So before you order, here is what I think you should be able to confirm.
What it is made from. Which measurements it has, in your size. How it should be looked after. What the return terms are. Each jacket's page is where you will find the fabric details, the garment measurements and the care instructions.
As for us, Daily Aussie is a Melbourne boutique, open since 2006. We deliver Australia-wide, and there is a 30-day money-back guarantee, so if a jacket is not right when it arrives, you have time to decide.
Check the measurements against a jacket you already love, read the fabric details, and choose the size that suits you. That is all it takes to know what you are getting.
The Right Jacket Should Still Feel Like You.
Once the practical things feel right, the best part begins. Choosing.
Some of us are drawn to soft florals. Others want a stronger colour, a distinctive botanical print, a vintage-inspired finish, or something quieter with just a touch of decoration. None of it is wrong. The right jacket is simply the one that feels like you.
Imagine finding it. You put it on, it sits comfortably, the colours make you smile, and you know you will reach for it again.
And that, really, is why I started Daily Aussie.
A Little Note From Olivia.
Olivia, the woman behind Daily Aussie.
If there is one thing I would like you to take from this letter, it is that you should not have to choose.
I started Daily Aussie with the idea that comfortable and beautiful belong together. I never accepted that a woman had to pick one. A jacket can sit easily on your shoulders and still have a collar that makes you smile, and wanting both is not fussy. It is simply knowing what you like.
I refuse to sell a woman something that asks her to look tired in order to be comfortable. So take your time, look closely, and let the one you keep going back to be the one you choose.
I hope you find a jacket you love wearing.
What Other Women Say
You do not have to take my word for it. Here is what some of the women who have worn them say.
"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."
"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 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."
Why our 20th Anniversary Spring Sale is special
By now you know what I look for, and what to check before you choose. So if you have been hoping for a jacket that is lovely to look at and comfortable to wear, our Anniversary Spring Sale is a lovely time to have a look through the collection.
These jackets are normally $214.95. This spring marks twenty years since I opened the boutique, and I wanted to say thank you to the women who have supported us along the way. For our 20th Anniversary Spring Sale, every jacket in the collection is $84.95.
And if you find more than one style you love, the anniversary offer gives you an extra saving.
A closer look at one of my favourites.
20th Anniversary Spring Sale: every jacket, $84.95
- Lightweight jackets, perfect for layering on cooler spring mornings
- Floral, botanical and decorative details, with embroidery on selected styles
- Most styles sized AU 8 to AU 26
- Garment measurements and care details on each product page
- 30-day money-back guarantee
- Every jacket the same price
Every jacket the same price
The Anniversary Spring Sale is here for a limited time.
✓ 2 products = 10% extra discount
✓ 3 products = 15% extra discount
✓ 4+ products = 20% extra discount
Discounts are applied automatically at checkout.
You shouldn't have to settle for something you don't really love wearing. A jacket can be lovely and comfortable, and it is worth taking your time to find the one that is both.
Have a look at the collection, check the details that matter to you, and choose the style that feels right.
— Olivia · Daily Aussie