Discover. Beautiful. Considered.

At 29lines, every piece is chosen with intention — for its quality, craftsmanship, and longevity. We partner with ethical Australian designers to bring you beautiful, meaningful products that feel good to use and are made to last. Buy once, and buy well.

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What our customers say

“29lines has such a beautifully curated selection of gifts and labels. Helen goes above and beyond — her custom hampers for my friends and colleagues were absolutely perfect.”
— Katelyn S.

“With 29lines, it’s both the gorgeous products and the heart behind them. The travel towel I bought is 100% cotton, soft, sustainable — and Helen’s passion shines through everything she does.”
— Bridget C.

  • Beautiful. Conscious. Curated.

    Thoughtful fashion, lifestyle, and gifts — designed for mindful living.

  • Our Signature Brand: Elk The Label

    Elk The Label is a Melbourne-based independent brand known for its craftsmanship, considered design and lasting quality.
    Each piece is made to elevate your wardrobe season after season.
    We curate a selection of Elk clothing and accessories that align with our buy once, buy well ethos.

  • About us

    After over 20 years in retail and the closure of the Mews store, 29lines was born. I’ve always loved sourcing beautiful, meaningful products, the kind that spark joy or make the perfect gift.

    29lines brings you those same carefully chosen pieces, made by brands that care.

    "Life’s too short not to enjoy beautiful things."
    Helen

Discover 29lines

29lines is an Australian online store offering thoughtfully curated fashion, accessories and lifestyle pieces from brands working toward better practices.

Our collection includes clothing, knitwear, bags and jewellery alongside natural body care, homewares and meaningful gifts — carefully chosen for their quality, design and longevity.

From modern Australian labels like ELK to beautifully made everyday objects, each piece is selected to bring beauty and usefulness to daily life.

'In the spirit of reconciliation 29lines acknowledges the Traditional Custodians of country throughout Australia and their connections to land, sea and community.
We pay our respect to their Elders past and present and extend that respect to all
Aboriginal and Torres Strait Islander peoples today.'