Born and raised in Melbourne, AURA Home founder Tracie Ellis was always surrounded by creativity. “I was inspired from an early age by my very talented mother and grandmother, growing up in a creative family of women who excelled at knitting, painting and gardening. Those younger years of inspiration led me to study textile design at RMIT, where I majored in knit design,” she says.
After graduating, Tracie worked in the fashion and textile industry for a variety of major brands including Country Road, Myer, Davenport, Coats Patons, Pacific Brands and Linen House – a path that eventually led to her creating her own line. “In 2000, I decided it was time to put my own stamp on a range of homewares and the rest as they say is history – this year we are celebrating 17 years of AURA Home.”
The range now includes not just bed linen, cushions, throws, bath towels and rugs, but ceramics and a tabletop collection. It’s all designed in Melbourne and manufactured across the globe allowing Tracie to indulge her wanderlust. “Our collections are always inspired by my love of travel, my very passionate team, our dedicated suppliers and of course our customers. I travel regularly, whether for business or pleasure – I travel to Europe, Scandinavia and India, where I have been traveling for over 20 years and have been working with the same suppliers, who are not just business partners but friends,” says Tracie.
The brand has an army of loyal followers, who come to it for its quality and classic designs, including the long-running ‘Maison’ bed linen line. “It’s our ongoing range of linen cotton that we have been running for many years now. Each season we introduce beautiful new tones that coordinate back with the rest of our new collection. Our customers love the purity of the fabric and its timeless style,” says Tracie.
As for her other passions, Tracie is big on entertaining and has just moved from Kew to inner-city Fitzroy with her husband and new puppy. “It’s a big change but so far we’re really enjoying the creative energy of the inner city. We spend our weekends at our farm in Kyneton, Victoria in the Macedon Ranges (it’s beautiful and available to rent). That’s where my soul is, I spend my weekends gardening and entertaining friends and family.”
As for a career highlight, Tracie is most proud of winning the Life In Style lifetime achievement award in 2016. “It was our longevity and commitment to the brand that led to it,” says Tracie.
