OUR STORY

Laila Hofmann’s vision of opening a store that reflects her easy, classic personal style – was set in motion almost 10 years ago.

 

Choosing beautiful Noosa as the perfect place to live, work and have fun – Laila store was opened in the heart of fashionable Hastings Street. Seconds from Laguna Bay, amongst the bustling cafes and restaurants, the sunny store houses an international range of clothing, shoes, lingerie and accessories.


Displaying product from all over the world, Laila’s atmosphere has a fun and colourful beachy Noosa vibe – bringing together the diversity of European fashion with the urban chic of London, and the glamour and excitement of New York.
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In store, the Laila girls are dedicated to help you find that perfect outfit – a special event dress from Hale Bob or Lee Matthews, maybe a selection of stylish day wear from Rabens Saloner and Sack’s, combined with celebrity favourite jeans from Citizens of Humanity. Accessories with a difference complete an outfit – soft leather B-belts, costume jewellery by Bibi Bijoux, or bespoke hand-made jewellery by Pakaria Powell and amazingly detailed footwear from Mexicana boots, Ivy Lee sandals or espadrilles by Z-shoes.
Made from the highest quality cotton, silk, cashmere and leather, Laila strives to offer you quality pieces, with a luxurious feel.
Laila’s beautiful garments are the perfect choice for style and versatility.

THE TEAM

Laila Hofmann

Owner and Buyer

Growing up in Germany, Laila Hofmann (maker of dreams come true) and owner of the Laila store, moved to San Francisco in her early 20’s to study fashion design. After obtaining her degree, Laila then spent the next 15 years living and breathing “The Biz “ in the European Fashion World. Finding herself back in Germany, she worked with Hugo Boss in product management, and also had an agency representing Italian fashion products.

Lailas’ love of adventure and travel, inspired a hiatus from the industry, and after exploring the world, and becoming a dive instructor, eventually found herself in “The Land Down Under “. Visiting Noosa, she fell in love with the natural beauty of the area and the lifestyle that goes with it.

Lailas’ vision of opening a store that reflected her easy classic personal style, was set in motion, with her first store opening almost 10 years ago. This was followed by a Fashion Agency and wholesale business.  Blending her love of travel and fashion, she regularly  visits the cities that inspired her dream. Her global adventures, excellent eye, and buying expertise, continue to shape the direction for the Laila store and the labels she represents for her agency.

When Laila is not knocking herself out on those long haul flights to Europe, she can be found enjoying the beach culture and country life alike, and on any given weekend, can be found riding her horses, organic gardening or swimming in Laguna Bay.

Rebecca Austin

Store Manager and Buyer

Our own self confessed Noosa-phile
(she tried to leave once and only lasted two years!),
Health Guru and Yogini Bec, has put the double A’s
in Happy over the years for Laila clients,
new and old!
Bec will dress you head to toe
with the pieces she knows you will be wearing
for more than just a season and making sure
that everything else that goes into the Laila experience
is just right.

Coming from a Flower Child background
(think Jimi Hendrix, Burn the Bra, incense and Boho
when it was super cool!) this blended mix of brit,
west indian and kiwi, knew at an early age
how to be creative with her own wardrobe
and everyone else’s picking up clothing
and jewellery from every corner of the globe.
Easily a chameleon with her personal style,
her absolute (obsession?) passion for fashion
and her longtime experience in every aspect
of the fashion industry makes her
our stylist extraordinaire!

Jen Pike

Senior Stylist

Jen is our multitalented sporty spice,
embracing all that is fabulous in our gorgeous
coastal town. Her passion is all things oceanic,
so perhaps she is our beautiful mermaid-babe!

Born and bred in the UK Jen came to our shores
with a degree in recreation and tourism management,
having also lived in Scotland and Germany,
working as a graphic designer. Her eye for design
and creative flair translates to her own personal style,
which is casual chic, with a bit of rockstar thrown in.
As a professional model, being the longtime face
of Noosa Tourism, ( – check out those painted trams
in Melbourne with the uber-babe in the bikini!)
Jen pops up in various campaigns in print and on TV.

When she is not running her own Graphic Design
business she is working for us as, an exceptional,
devoted stylist and loved by all. Her natural wit and kind
and helpful nature means Jen is a go-to for assuring clients
bounce out the door with a smile on their face,
happy with their new purchase.

Brigette Rigby

Stylist

Originally from New Zealand Brigette’s professional career began as a founding member of Footnote Contemporary Dance Co., and then as a member of The Royal New Zealand Ballet Company. A love of fashion has always been in her creative mix of dance and the Arts (painting being another of Brigette’s loves).

After travelling the world as a flight attendant (pares ballet), Brigette’s stop-overs in all the most fashionable cities on the planet, honed her own style to be that of one of the most elegant babes of Noosa Shire. She sure has that amazing Noosa Vibe as well, who wouldn’t!

Having used her background experience to choreograph fashion parades in Sydney, and moving to Noosa, Brig was drawn to fashion retail as a way to use her creative brain, and have fun helping others self-express and paint their own picture.

Inger Ashford

Stylist

Growing up in Cool Britannia where her style icons Kate Moss and Vivienne Westwood set the scene, Inger developed a knack for mixing high fashion with high street cool to create an effortless look that goes from beach to bar and back again without fuss. This talent came into its own when Inger found herself in the coastal paradise of Noosa. Here she honed her style to suit the casual, thrown-together elegance suggested by the Surrounding natural beauty of cool coastal living.

Inger’s natural laid back flare and spot on knack for accessorising is at its best when sharing her experience with her clientele at Laila on Hastings St where she really enjoys the chance to add the passion to the easy beach style with a cut from above to “The chance to interact with locals and visitors as they all add their individual styles to the mix”