As the name would suggest, I am the founder and Creative Director of Phoebe Gazal Design and the previous owner of a bespoke stationery store and design studio, Papier d'Amour, in Sydney's Double Bay. My role has now evolved to 'Creative Director & Consultant'. In saying that, I am extremely hands-on and ready to dive in, depending on the task at hand.

My clients vary from homewares & furniture wholesalers to retail stores & centres, and my roles are wide and far reaching. This encompasses creative direction, merchandising, graphic design, forecasting, producing & styling campaign shoots, catalogues, digital marketing, product design
and buying.

I started the business from a modest base, having worked at various design and advertising agencies including Clemenger, Sydney. I had previously graduated with honours as a Design major in the Visual Communications degree at The University of Technology.

The Papier d'Amour bricks and mortar store was a destination, visited by the likes of Martha Stewart (yes I have a photo to prove it) and was featured in the Louis Vuitton - Sydney guide, the Luxe guide and many other prestigious publications. I have also been featured in Harpers Bazaar & Vogue (photographed on my ribbon table in a very beautiful Gucci dress). I even have a ribbon named after me. How many people can say that?

What originally began as simple design for my best friends’ wedding invitation led to many requests for bespoke stationery, then to larger corporate events and the business grew quickly from there. It wasn’t long before people wanted me to design their stationery, as well as my advice on how to create and style unforgettable events. I provided many private consultations and styled high society parties and corporate events.

We designed and printed (yes printed) over 6,000 invitations for weddings and events. We puffed and fluffed thousands of tissue poms poms, tied even more puffy knots and hand lined even more envelopes. I was flown to the South of France to fluff the bows for ”you know who’s” wedding. After 12 successful years it was with very mixed emotions that we closed the doors.

Phoebe Gazal Design has pivoted from its beginnings as Sydney’s only design agency that specialised in corporate invitations. After 25 years I can confidently say that my knowledge of specialist stock and specialist printing processes is unparalleled. Over the years I have experimented with innovative methods of printing, pushing the creative boundaries and possibilities.

As the saying goes, as one door closes another door opens. I was prompted to leave retail and Papier d’Amour by an invitation to design & collaborate with the CEO of the Walt Disney Company Australia, Kylie Watson Wheeler on a new lifestyle brand...Alice Pleasance. After 2 years establishing this delightful, whimsical brand I moved on to Creative Direction for Florabelle Living. At Florabelle I added a creative element not before seen with their huge range of real touch florals and homewares. I consulted to them on every part of the creative process directing the brand into a period of unprecedented success.

In between all this I have designed, styled, merchandised, created wrapping stations and fluffed for many brands including Westfield Sydney, Sambag Sydney, E9 Design & NIDA to name a few.

I am always ready to embrace the next challenge. From styling to set design to art direction, I can jump in at any stage of the design process. I am adept at Adobe Creative Suite specialising in both print and digital media. My creativity knows no bounds if I say so myself.