About Us

 5 minutes with Simone Ryan-Wilson

 After running a successful childrenswear agency for over ten years and moving to the beautiful Mornington Peninsula, I made the decision to solely focus on Peggy, a baby and girlswear brand that has evolved from a love of travel, flexibility and creativity.

Business Matters

I love what I do because I work with some incredibly talented and creative people.  From the stores we stock to our manufacturing relationships to our community of brands we align with and gorgeous customers! I believe strongly in shopping small and supporting these beautiful family run retailers and suppliers.

When we began in 2009, our goal has always been to produce collections that are of high quality in exclusive vintage inspired prints that can be passed down to family and friends.  Over the years we have loved hearing stories of favorite pieces being kept and given to siblings! 

In a world of fast fashion, we have quietly been moving toward working with more and more sustainable and thoughtful fabrics over the years, organic cottons and becoming plastic free.  We use compostable packaging and mail satchels.  We are always learning and trying to reduce our footprint.

People know us for our exclusive and pretty florals thanks to some incredible artists we work with, for our playsuits and vintage-like dresses.


Ideas flow when I am working with the family run factories we are dealing with, and travelling around their amazing countries.  Visits to Bali over the years, have been replaced with visits to India… and with a love of yoga, this country has a magical pull and I cannot wait to go back and visit.

My style is pretty eclectic, vintage mixed with new, and at times a little crazy.  I am obsessed with beautiful pieces, and have been known to wear them when I feel like it, even though it may not be deemed appropriate (huge heels, showings all day).  I have kept everything special for my daughter Chilli, lets hope she has the same shoe size as me…

Everyday I try to do lots of yoga breathing through my nose, and give lots of kisses (only to people I know of course!)

My Crew

Our favorite family pastime is: Sailing or any type of ocean action, well maybe that's the parents and the kids are generally happy to come for the ride

We look forward to… the day that good food tastes better than lollies, computer games breed smarter and more polite children and kids do the all the washing and the dishes.  That day is coming right!?

The kids love that I am passionate about yoga, and am forever learning, they also love my dancing.  However they do not like my singing….

Family down time happens when... we are in Bali, cliche but true.

Our quick dinner fix is... Finn and Chilli cooking, both are pretty brilliant, albeit very messy.

On the weekends you’ll most likely find us... with our dogs Bear the Groodle and Teddy the rescue Groodle at the beach, or in the pool, entertaining, or discovering the treasures of the Peninsula.

My Nest

We purchased our house after knowing nothing of the area, it was the first house we looked at, and it is a 60s Modernist house, you will see it pop up in shoots we have done for Peggy.  I absolutely love it and feel so lucky to have made this decision on gut feel!