Pushing Past the Verge of Greatness

E-commerce fashion moguls, Natalia and Daniella Dionyssiou, are the heart and soul behind It-girl approved online fashion retailer Verge Girl. Their sisterly bond, acute eye for design, and passion for affordable fashion have helped them to stand above and beyond their competitors.

with the Dionyssiou Sisters

Dynamic design duo, Natalia and Daniella, have always been passionate about fashion. For them, fashion is a family tradition as the girls were raised by designers, manufacturers, and the owner’s of a men's retail store. From a young age, the sisters were immersed in the world of fashion. “Our mum would give us free reign of choosing our clothes and styling ourselves. Fashion is freedom for us and being able to express your personality and feelings through clothing is priceless,” says Natalia. 

In 2007, Natalia and Daniella, respectively 17-years-old and 19-years-old at the time, opened their first boutique in Brisbane. Their passion then was the same as it is today: to provide affordable and cool clothing to empowered, stylish young women, but with a particular edge. Due to popular demand for their products, the girls quickly outgrew their brick-and-mortar store. Not ready to stop providing reasonably priced style to confident women, the young visionaries went digital. Resulting in the birth of Verge Girl.

Verge Girl embodies the personal aesthetics of both sisters. Natalia’s style being more feminine and vintage. Daniella focusing more on structured pieces that evoke a tomboy swag. The balance that the sisters struck is nothing short of divine. Daniella says, “wear what you love and wear what makes you feel comfortable and confident. Don’t be concerned about what is ‘trendy’. Dressing to suit your body shape is important, but if you love what you wear you will automatically feel good.” Verge Girl allows women to do just that. With a plethora of options for every woman who knows what she wants, the online boutique is the perfect way to pass the extra hours of today’s new “normal” downtime. 

“Wear what you love

and wear what makes you fell comfortable and confident.”

Millennial one-stop-shop, Verge Girl is for the modern woman who knows who she is and is ready to tell the world, but at a reasonable rate. Natalia and Daniella’s styles are approachable, yet elevated and trendy, but not kitschy. Their widely followed Instagram account is the epitome of their clothing - playful, but also functional in the most desired ways. “My go-to piece is probably one of my colored knits and vintage jeans,” reveals Daniella. “We have heaps of these amazing multicolored knits and cardigans that I live in and we sell heaps of vintage jeans and tees too which is always a go-to for me.” On the other hand, “I live in vintage slip dresses,” shares Natalia “and I have been wearing our VG Switch Up Knit Top on repeat paired over the top of my slips.”

Not only do they have women around the globe vying for their carefully curated pieces, but also today’s biggest fashion muses and pop stars, with modern icons like Gigi Hadid and Ariana Grande wearing the Dionyssiou sisters’ label creating their own unique looks. “The Verge Girl is young and fun,” says Natalia. “She wants to make her own way. She loves travel and friends and she stands up for what she believes in. Freedom and style are always on her mind.” “We are not designing for others to sell our product,” adds Daniella, “but curating our product for the people we feel we truly understand and that is our own customers.” As if their dedication to helping their customer’s feel good about being a Verge Girl is not enough, Natalia and Daniella have also showed their compassion since the beginning, providing a portion of their profits to charitable organizations close to their hearts, such as Sunrise Cambodia, The Australian Red Cross, Mercy Ships, Catherine Hamlin Fistula Foundation, and Mission Pawsible. 

So how did two young girls sweep the world off there feet? Natalia and Daniella believe that being able to work together is truly the key to their success. “Working together as sisters has always been amazing for us. In the beginning when we were feeling our way around and getting on our feet we knew we had each other’s backs and support 100%. As we grew, our strengths and roles became more defined and we very much are in our own lanes now,” expresses the duo. Daniella is the organized, business mind behind the operations which allows the brand to grow consistently. While Natalia’s creativity and ability to drift and float through the design process is a catalyst for the art they produce. “It is this juxtaposition not only in design, but in business that has allowed us the success we currently have,” beams Natalia. As each has their own particular strength, they are leaders in different spaces, but ultimately their love for one another is the bond that makes them so dynamic. It is all work and all play for these sisters because they get to create together. 

Natalia and Daniella have personally grown as exponentially as their brand - which grew over 1000% in the first year. Natalia is now married and soon to be a mother of two. In her spare time, she can be found renovating her family’s Paddington home. Daniella, a new homeowner herself, is navigating the world finding inspiration to color it, and in her free time, hosts dinner parties for friends to fill it. Seven years ago, they embarked on their adventure and it has proven to be a worthwhile ride providing them with their dream lives. As our conversation came to a close, the sisters were kind enough to offer their best advice: stay focused with your vision in mind, centre, and to not get distracted by what others appear to be doing. They say, “we are unapologetic about the fact that we are young women loving what we do and killing it in the online fashion industry.”