The Woman Behind The Label

In celebration of International Women's day on March 8th, we are taking a trip down memory lane to Cable's humble beginnings and the woman who started it all.

Cable Melbourne Founder and Creative Director, Georgina Austin, has a rich history in the wool industry. Her great, great grandfather founded Thomas S Beaumont & Sons, a leading buyer of Australian Superfine Merino Wool and the first of four generations of wool buyers.


A creative flair led Georgina to complete a Bachelor of Design (Graphic Design) at RMIT University, Melbourne.


Pursuing her love of fashion and design, Georgina honed her design skills at some of Australia’s most iconic brands, such as Country Road, and became Head Designer for Melbourne label Nicholson Clothing.

Representing the newest generation of her family’s wool lineage, Georgina found her strengths lay in the knitwear category.

In 2007, the Cable story began.

Her first collection debuted at Australian Fashion Week.



Within a year, Georgina had secured 35 stockists for Cable. Her unwavering pursuit to create luxury wardrobe staples of high quality and longevity was being embraced worldwide.

In 2009, the first Cable retail store opened, on Beatty Avenue in Armadale.


Georgina’s strong relationship with other natural, luxury fibres organically unfolded. Working with cashmere, mohair, silk and linen, the Cable collections evolved into modern, timeless pieces that transcend seasons.


Today, Cable Melbourne is a leading Australian womenswear brand and knitwear specialist. With 11 retail stores and over 80 independent stockists, not even a global pandemic can stop us from creating elegant capsule wardrobes that make everyday styling uniquely luxe yet effortless.