Gaëlle Beech is the visionary behind The ANJELMS Project, a brand born out of a personal passion for textiles and cultural empowerment. Her journey into the world of design began at 16 when she boldly declared she wouldn't follow the conventional paths of business school, accounting, or fashion – the latter being far too common in her native Paris. Instead, she dreamed of becoming a vet or anthropologist.

Her love for textiles was ignited by an unexpected experience: her first summer job at the iconic luxury brand Hermès, working in their warehouse. This sparked a deep appreciation for fine craftsmanship, attention to detail, and the power of storytelling through design. Gaëlle’s career path took her from Hermès in Cologne, where she worked her way up to assistant manager, to a wide range of fashion roles in Australia, including stints at Ralph Lauren and various brands spanning kids wear, bridal, and menswear.

It was through these diverse experiences that Gaëlle came to understand the impact of consumerism on society and the environment. This realisation led her to shift her focus towards creating sustainable fashion, aiming to use clothing as a tool for social change and cultural preservation. More than a designer, she hopes to be a facilitator bringing together individuals whether they may be artisans , emerging creatives or ones with big dreams or unrecognised potentials and use The ANJELMS Project platform to connect, learn, create and push boundaries of all sorts.

Her design philosophy is rooted in the belief that fashion can empower individuals and celebrate heritage. Gaëlle is committed to creating pieces that are not only timeless, have a story to tell but are also ethically made, encouraging people to invest in items they truly love and will cherish for years. Her approach to sustainability is simple yet profound: buy thoughtfully, care for your possessions, and always seek ways to recycle, reuse, and repair.

Madeleine Beech    Artist | Print designer | Sales assistant

Madeleine Beech is a multi-disciplinary artist and content creator at The ANJELMS Project, where she has been contributing since 2016. As a key member of the team, her designs the project's signature block prints, including its first-ever print, and plays an essential role in planning and styling photoshoots. In addition to her design and creative input, she manages the project's social media and content, ensuring every piece aligns with the core values of The ANJELMS Project.

Beech’s art practice is rooted in installation and sculpture, with a focus on an intuitive approach to materiality, process, and the transformation of found objects. With a Bachelor of Fine Arts from Curtin University and an Associate Degree of Visual Arts from North Metropolitan TAFE, her work has been exhibited across Perth, where she has garnered recognition for her innovative use of materials and thoughtful conceptual frameworks.

Passionate about intersectional social justice, sustainability, and Fair Trade practices, Madeleine integrates these principles into both her creative work and her role at The ANJELMS Project. She is committed to ethical sourcing and supporting equitable trade, ensuring that the work produced by the collective is socially responsible and contributes to a more sustainable, fairer world.

Sasha Beech   Sales assistant

Sasha Beech is a passionate advocate for social justice and community empowerment, known for her caring, joyous nature and her ability to spark meaningful conversations. Currently living on Whadjuk Noongar Country, Sasha is deeply committed to ethical practices and is a strong supporter of fair trade initiatives, working to create positive change both locally and globally. Her genuine interest in others and empathetic listening skills help foster open, authentic connections wherever she goes.

With a Bachelor of Screen Arts from The University of Notre Dame Australia and a Diploma of Music Industry from the Western Australian Academy of Performing Arts (WAAPA), Sasha blends creativity with a strong sense of social responsibility. She brings these values to her work with The ANJELMS Project, where she contributes as a Sales Assistant in-store, aligning her passion for sustainability and community-driven practices with her professional role.

Sasha’s joyful energy and her ability to make people feel heard are at the heart of everything she does. Whether through her advocacy, her work, or her personal connections, she strives to create a world where creativity, fairness, and justice intersect—driving meaningful impact in the arts and beyond.

Aimee Vandersteen   Marketing | Social Media