Redefining A Classic
Australian sister tag-team, Lisa and Natalie Jammal, are redefining a 90s classic staple with their modernized take on the Skrunché.
Blanc, $40.00
You can wear it in your hair, wear it on your wrist, in a bun or a twist. Seeing that many favorites have made their appearances in the new decade, sisters Lisa and Natalie Jammal has taken on a beloved 90s staple, the scrunchie. Whether you “borrowed” them from your older sister or singlehandedly collected them in every color under the sun, the scrunchie has embedded itself in our hearts since our preteen days. This time, updated fabrics and textures have since reimagined, modernized and resurrected the must-have hair accessory for millennials and Gen-Z to equally love. Led by the Jammal sisters, Skrunché has developed from a shared project into a full-blown e-commerce endeavor. Their shared passion to combat the “messy Monday mane” launched a luxurious, practical and versatile hair accessory — a valued investment for every regime.
Two sisters, separate identities. Lisa is passionate, optimistic, and idealistic, while Natalie is creative, determined, and organized. Natalie enjoys spending time on the water, whether that is at the beach, the pool or on a boat. She is constantly active and in the sun. Lisa, a mother, is usually up for accompanying a playdate or finding solitude at the day spa. With differing daily interests, they do share two things in common: fashion and beauty. While leading their busy lives, the Jammal sisters endured the same, reoccurring dilemma, messy hair. Frustrated with the experimentation of temporary solutions, the sisters decided to tackle the age-old problem head-on, and as a team. “We did this from the comfort of home, via text message, at 4 am,” says Lisa. Just like that, Skrunché was born. A fun, stylish and luxurious twist on the traditional scrunchie, with a name to match. A shared career path, the Skrunché sisters equally obtained business degrees and occupations in finance and marketing. Striving to follow their shared passions for the fashion industry through their education and working backgrounds, the sisters’ steps to start their own business was a leap that needed one with the other. “It felt natural and exciting because we have loved and bonded over fashion for years,” adds Natalie. For years, the duo attended events, dissecting looks, finding the perfect shoe to go with the perfect outfit and the accessory that will tie it all together. Together, that was their contribution to the fashion industry. As time passed, the women matured and so did their taste and view on timelessness. “We started investing in key luxury pieces. We always checked and sought advice from one another with mutual affirmation,” says Natalie. Looking to Lisa, she adds, “Fashion became a passion that we shared and bonded over and years later we still laugh about certain hairstyles for outfits that are completely tragic.”
Skrunché has embedded roots in luxury designer inspiration. The growing influence of social media and instant access to global brands has closed the gaps on seasonality for fashion. Traditionally, some may argue that Australia was always the last contender in the race to get anything. Thanks to advancing technology and instant access via handheld devices, that is no longer the case. With countless avenues to access, global fashion trends here and now we can confidently deem as a global trend. Saying this, for the Jammal sisters, amid an Australian summer, Skrunché saw a spike in colors and patterns. Locally, popsicle-inspired colors and patterns were a hit, whereas international sales differed in sought-after tones. “Orange and Pink hues scream springtime fun,” adds Natalie. Piquing our interest, both the sisters directed us to review Skrunché’s Luxe page, making for the perfect combinations of orange and pink opulence. The sisters’ take on spring styling this year? Both confirm the Skrunché brand will be alive in full effect. “Our motto calls for wearing a Skrunché on your wrist. Its beautiful arm candy that serves a better purpose if needed. That said, spring is a time for some half up half down styling, a top knot never goes unnoticed,” says Lisa. Their mutual go-to would be The Noir, a part of their Skrunché everyday collection. The blank-slate, classic black Skrunché — with a signature gold ‘S’ — is a must-have staple for work, gym, and life right now. Adding an effortless cool to messy hair and oozing an obtainable and practical luxury feel. Taking inventory of the luxurious fabrics the sisters use to construct into the Skrunché product, the results exude exclusivity all without harming the Earth. “Through upcycling, preloved and secondhand luxury designer scarves, we were able to preserve their beauty, celebrate a piece of history and reinvent their purpose,” says Lisa. By purchasing their materials in this profound manner, the sisters used select pieces to use and mold into Skrunchés. Each is unique, a limited edition item, and something truly special. “This led us to the idea to reinvent the silk scarf by upcycling 100% silk pieces sustainably and freshly to reinvent our favorite accessory,” adds Natalie as she scans and handpicks her favorite Skrunché. She continues, while examining the product, “Silk is one of the most beautiful and luxurious fabrics. At Skrunché, we have sourced the highest quality 100% silk fabrics from all over and brought them together in one place to provide a carefully curated color palette, handpicked then handmade into beautiful accessories.” Carefully choosing their fabrics, both Lisa and Natalie observe each round of material with several considerations — 100% silk being prime. “When you think of silk, you automatically think of luxury and that was our starting point. Once we looked into it further, we realized how necessary silk was as an investment in your beauty regime. It is beautiful, opulent and good for the health of your hair and skin,” explains Lisa. A win. “Our second consideration,” adds Natalie, “is coloring and patterns on each scarf. Importantly, we can visualize what each cut of fabric will look like in the final product. We strive to ensure that each piece has recognizable logos, colors and signature markings. It's part of the appeal, and we do that because each item gets a look over for quality control, but also so we can have the first pick.” Only joking, Natalie reassesses her seriousness as she ensures each Skrunché product, design, and thought is evoked with their perfect customer in mind. “All of our silk products are handmade with love in Australia and shipped worldwide to spread love to our international Skrunché girls.”
The Skrunché girl is the girl you want to be friends with, the girl you look to for style inspiration and the girl who has it all. She is a brave girl, a thrill-seeker, waiting for her turn to tackle the bungee. She is the cool girl, confidently marching down 5th Avenue as she peers through the windows of her favorite designer stores. She is the stylish girl, feeling free, on her way to the airport ready for the trip of a lifetime with her best friends. She is the wise girl, strolling independently through the park on the way to the Louvre, eager to embrace history and art. She is the smart girl, leading a team, looking sleek whilst getting ready for the workweek. She is a Skrunché girl. “We are firmly on the side of investing in designer luxury key pieces. It fits our whole ethos, it resonates with us — and has stood the test of time,” explains Natalie. Observing the inspiring and timeless staples that are the Classic Chanel Flap Bag and the Hermes Birkin Bag, equally being investment pieces in their prime, they are known as staples and style elevators. “They are appreciated,” continues Natalie, “their quality ages beautifully and most importantly, they are always in style. We wish that this whole Instafamous style where everyone has the same features — you know what we mean — wear the same clothes from the same sponsors would just go away.” Mindless scrolling, repetitive nature has become the norm to many of us. Taking into account, the Skrunché team has rid the societal norm in this new decade and era. “We love unique beauty, a natural beauty that is visible both from the inside and out. Out with the fake!” Natalie demands. Before we wrap up, both Natalie and Lisa welcome in light and love by showing what their brand, like so many Down Under, is promising – creating beautiful accessories for beautiful souls.
L’Alphabet, $15.00 ea.