Peggy Concept Store is an omni channel fashion and lifestyle destination bringing people together through designer fashion, art, music and culture. There is a sense of discovery at Peggy, a curated Australian boutique where modern wardrobe essentials, new arrivals and luxury pieces are chosen for their individuality, beauty and quiet impact.

Named after Peggy Guggenheim, the original curator and collector, the store reflects a distinctly European sensibility balanced by the relaxed Australian lifestyle that is part of our DNA.

Our edit brings together international designers and brands with authentic Australian heritage, offering women’s designer clothing, elevated wardrobe staples and considered pieces designed to be worn and loved for years to come.

Located in Avalon Beach, Sydney, Peggy is more than a boutique. It is a space for creativity, inspiration and connection, with an omni channel experience that extends seamlessly online.

Peggy is a conscious company, with a focus on sustainability and thoughtful choices that consider both social and environmental impact.

Owner and Founder:

The visionary behind Peggy is Evelyn Broughton, a local Avalon mother. With a 10+ year career as a Buyer in Luxury Fashion at the world's most prestigious brands including Chanel in London, to Gucci and Hermes in Australia. Evelyn is known by her global community of creative friends as a taste-maker. Passionate about creativity, culture and fostering community, Evelyn brings together all that she knows and all that she loves to bring you, Peggy Concept Store.