Our Story

A family legacy.
With a long and credible history of the Amber Glow company, we are incredibly proud to be sharing our story with you.

Style State Amber

Emerging from humble beginnings of a family run market stall in 1989, Amber Glow is now one of Australia’s most trusted women’s fashion wholesale labels based in Sydney and Melbourne, trading as three main labels, Style State, Winnie & Co and Ajoy.

Designed in Australia, our mission is to bring trending styles to the fast fashion industry, uncompromising in fit and quality by consistently driving innovation and striving to give our customers the best shopping experience through our showrooms and online platform.

We are extremely proud to supply to retailers globally and produce clothing that we have confidence that your customers will love wearing.

OUR JOURNEY

Style State Beginning

THE BEGINNING - 1989

Our CEO Lisa, young and driven, began her market stall in Melbourne selling casual sports wear to deliver on what customers wanted. Seeing the demand that surf and street wear had, she developed the menswear brand "Surfalong". To create a brand identity that really captured the Australian culture and resonated with its audiences, she started producing custom pieces through screen printing designs onto garments.

As the buying habits of the Australian market began to change, Lisa knew she had to adapt with the times. This was a turning point in the business, despite the success they had at the time, the demand for women's fashion trends on the market was fast emerging.

AJOY - 1996 OUR HERITAGE LABEL

Moving away from the markets and into her own retail shop by 1996, when the label of Ajoy (Absolute Joy) was born, in the streets of Melbourne on Chapel Street.

After 4 years, having been a stockist herself she became increasingly frustrated at the lack of fashionable dresses and a need for suppliers who could adapt to the fast pace of the fashion landscape at the time.

Style State Heritage Label

Style State Warehouse

MAKING OUR MARK - 2000

By 2000, from their first warehouse on Mt. Alexander Road, then became a women's fashion supplier, setting trends ahead of the Australian market and offering fast fashion at high quality.

This has been the philosophy ever since with many years of participation in trade shows and hosting our own runways. Our loyal customer base and community continues to grow.

2011 marked the company moving into the heart of the wholesale industry in Collingwood where we are today, being easily accessible to our stockists. With new energy and an anticipation for our next adventure this sparked our next endeavour.

Hearts

STYLE STATE - 2017 OUR SIGNATURE LABEL

Style State was launched in early 2017, bringing with it a profound sense of invigoration and charm, whilst staying true to our authentic company values, we embarked on a new journey. With immensely positive reception to the label, we expanded the company and opened our second showroom in Sydney, NSW later that year. Where Lisa’s daughter, Winnie and her team are at the forefront of the wholesale industry, leading the way in the digital landscape from the company’s head office.

Signature Label Dress

Winnie & Co. Dress

WINNIE & CO. - 2020 OUR NEWEST CHAPTER

With a commitment to always adapt and evolve, to consistently meet and exceed customer expectations, we introduced our labour of love, our sister label Winnie & Co, a label that is refreshing, youthful and free-spirited. A collection inspired by the trends of the future, but harmonising seamlessly with the existing labels, and aligning with our purpose.

In the same year, we also introduced Style State Society, our exclusive VIP Online Membership created purely to reward our lovely stockists. In the pursuit to give our customers the best shopping experience possible, we consciously shape our decisions to make it even more convenient and cost efficient for you to shop online with us as we continue to build bigger and better things.

Hand Heart

THE PRESENT

Since 2017, Winnie has taken the reins with the support of Lisa and accompanied by a strong, passionate team are collectively striving towards the company's goal and mission to deliver timeless, wearable pieces to you and your customers.

From then to now, our focus has always been to provide quality in fast fashion, two things don't usually get associated to each other - we're here to change that.

“By being in the fashion industry for the past 30 years, we have learnt to be a fashion wholesaler that knows it’s clients, that values their feedback and uses it as a driving force for innovation.” - Lisa Liang

"Being in business, we understand the challenges that are faced on a daily basis and the perseverance it takes to move forward. The most rewarding thing has always been to see our stockists grow with us. This is why we make it our business, to support yours." - Winnie Li