The Movement Behind the Membership
When we first began talking about launching a OnceWas membership, one question kept coming up: “It sounds too good to be true, what’s the catch?”
It’s a fair question, and one that made us reflect on why we wanted to create something truly different.
How the Idea Started
The idea for the OnceWas Society began not in a marketing meeting, but in a conversation about gratitude. We’ve been deeply moved by the loyalty and warmth of the women who wear OnceWas, and stockists that support our business. Through your stories, photos, and thoughtful messages, we realised that what we had built was more than a brand; it was a community.
We wanted to give back in a way that went beyond seasonal promotions or one-off discounts. Something lasting, meaningful, and reflective of the values that guide us: craftsmanship, authenticity, and connection.
Why We Created the OW Society
Times are uncertain, and we know not everyone can invest in a OnceWas piece as often as they’d like. The OW Society was born from a desire to offer genuine value; not just another loyalty program, but a movement designed to uplift women and celebrate the community that has supported us for so long.
Our goal was to create something unique; an opportunity for women to experience more of what they love about OnceWas: thoughtful design, inspiring connection, and the joy of belonging.
Really, there is No Catch!
We’ve all grown used to offers that sound generous but come with fine print. That’s not who we are. The OnceWas Society gives every new member an instant $300 credit to spend on any full-priced OnceWas piece. No hidden terms. No conditions. Just our way of saying thank you for being part of this journey.
Membership is simple:
- Join for $200
- Receive your instant $300 credit (valid for 12 months)
- Enjoy exclusive access to events, early releases, and community rewards
- Renew each year to receive another $300 credit, or cancel anytime
It’s transparent, genuine, and designed to give back more than it takes.
The Benefits
Each detail has been carefully considered to offer both value and connection. Members enjoy a world of perks that go beyond fashion:
- $300 welcome credit to spend on full-priced designs
- An extra 10% off major sale events throughout the year
- Early access to new collections and private previews
- Invitations to exclusive events and styling sessions
- Free shipping, birthday gifts, and loyalty rewards
Founded in Melbourne by Belinda Abbott, OnceWas designs unique investment pieces for women seeking effortless style and versatility. Every collection features exclusive prints, luxurious natural fabrics, and considered craftsmanship; designed to be loved for years to come.
“Creating clothing that makes women feel confident, comfortable and good about themselves is what inspires me to design,” says Belinda. “In a world of fast fashion, I believe in designing pieces that last, garments you can wear season after season, always feeling like yourself.”
Our commitment to quality and sustainability is reflected in every detail, from our fabric choices to our partnerships. Through i=Change, $1 from every purchase supports charities that empower women and protect our planet, a purpose that extends far beyond our clothing.
Of all the benefits, the one that matters most is the community we’re building together. “OnceWas has always been about more than clothing,” says Belinda. “It’s about confidence, connection, and belonging. The OW Society is our way of nurturing that. We wanted to create a space where women feel seen, supported, and celebrated, especially in challenging times.”
The OW Society is a reflection of what we’ve always believed: that style can be empowering, and that true loyalty comes from shared purpose, not points.
This isn’t just a membership; it’s a movement. A way to join something that celebrates individuality, connection, and slow fashion done beautifully. If that resonates with you, we’d love for you to be part of it. Join the OnceWas Society today and see what happens when fashion meets genuine belonging.
OnceWas x
