Our Story

Meet Georgina Austin, our Founder and Creative Director, and learn about her journey to build her Australian, family-owned business, Cable.
Georgina's family has a history that is intertwined with the wool industry. Her great-grandfather founded Thomas S. Beaumont & Sons, a leading buyer of Australian Superfine Merino Wool. This legacy continues with the knitwear designs of Cable, that are centred around high-quality Merino Wool and Cashmere fibres.
In 2007, with a focus on exceptional fabrics and the quintessential style of Melbourne, Georgina unveiled her inaugural womenswear label at Australian Fashion Week. In a remarkably short span of time, her unwavering dedication to crafting luxurious, enduring wardrobe essentials garnered global recognition, securing 35 stockists for Cable within the first year alone.

Fast forward to the present day, and Cable has emerged as a preeminent Australian womenswear brand and a revered specialist in the art of knitwear. With a network of 15 retail stores, complemented by multiple esteemed David Jones concession stores, and over 80 independent stockists, Georgina and the exceptional Cable team continue to weave the essence of elegance into capsule wardrobes that effortlessly elevate the wardrobes of Australian women.

Read the Cable Journal