Luxury lifestyle and wellness store Prae is set to open at the Habitat complex in Byron Bay’s arts and industry estate on Wednesday 14 November.

Prae is the business venture of natural living enthusiast Bec Conforti who opened her first store by the same name on the Gold Coast less than 12 months ago. Inspired by her own journey to wellness after battling a chronic illness for seven years, Bec wanted to create a community where people could buy organic and natural beauty products, without compromising on luxury. “It was my dream to open a store full of the products I love and am passionate about, using everything I’ve learned over the past seven years during my illness and recovery,” she said.

Prae stocks a comprehensive range of premium beauty, lifestyle and wellness products that are all vegan and cruelty free including non-toxic makeup and skincare, on-trend active wear and wellness-inspired gifts. “I love fashion and buying quality products but I’m also conscious of the environment and hyper aware of the benefits of a natural lifestyle, so I’ve spent a lot of time sourcing brands that fuse luxury with eco-friendliness,” Bec said.

With sought-after beauty brands like Mutki, Edible Beauty, Inika and One Seed, as well as leading sustainable active wear brands such as First Base and Nimble – whose tights are made from recycled plastic bottles – Prae perfectly caters to the growing trend among consumers to make conscious shopping decisions. “The whole Prae team is really grateful that our first store at Cornerstone in Currumbin has taken off and we’re confident that this second store in Byron will be well-received by locals, especially considering the healthy lifestyle in the area,” Bec explained. “All of the other businesses in the Habitat complex are like-minded, and together, have created a green building which we really admire and appreciate.”

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