Starting at the ground floor in 2006, Tragic Beautiful began at a kitchen counter; this is where Mel (the Head Witch) who facing a tough pregnancy at the time - wove the first threads of our unique tapestry by creating the original Tragic fluffy leg warmers with nothing but $200. These early days coincided with the dawn of online shopping - fueled by a passion for the gothic and alternative, Mel envisioned a space where kindred spirits of the counterculture could find not just clothing but a true sense of belonging.
We're a small business - no suits & ties allowed here. Since 2005 we have never wavered on our ethos of keeping the entire business femme owned and operated, by freaks, for freaks; you won't ever find any boring investors lingering around Tragic HQ.
From trad goths to mallgoths, tradgoths, nugoths and the punks & witches - everything you see on our shelves has been selected or created with you in mind.
While ensuring we stock some of your fave classic alternative brands, we try to make everything in house as often as possible. We think overproduction blows and that side stepping accessible fashion for all sizes sucks. We only produce small quantities of our apparel and range up to a size 5XL.
All of our in house designs are also ethically made by our freakishly talented team of artists - Brydie & Bri mastermind our apparel while the head witch Mel does anything from creating patterns to hand studding Anathema bags. You won't find any AI in use here - anything AI can do, our ragtag team of misfits can do better. With keeping our design creation in house, we have the very best bleeding edge in alternative fashion items you'll find.
Witchcraft is our thing. We are passionate eclectic witches and carry a carefully curated range of witchcraft and magical supplies such as hand blended herbs, witchcraft kits, ritual oils and more. Here at Tragic – every witch is welcome: whether you’re a baby witch, witch-curious or experienced in the world of witchcraft & wicca – we ensure you’ll find all you altar wants & needs here along with our comprehensive Book Of Shadows blog where you will find spells, altar rituals and information on anything and everything witchy.
Community is everything to us, without you – we wouldn’t be here today. Every order you make at Tragic is more than just a purchase at some big business – every order we receive means we get to keep this entirely femme owned and operated space alive and thriving. We also take pride in supporting businesses & organisations that reflect these values - we ensure everything we sell aligns with our values of inclusivity, LGBTQIA+ & SW rights.
If you haven’t yet – please join our VIP group on Facebook. It is the epicenter of our community - where we can share ideas, give you sweet sweet perks and give you head starts on sales & giveaways.
We genuinely give a f*ck about your shopping experience. You are always welcome to call or email or feel free to come say hello to us at our warehouse in Meadowbrook. If you ever have any problem with anything purchased from us, please contact us straight away so we can rectify the issue. Sometimes in online retail things do go wrong, in that case we have your back. We will always work to make sure your experience with Tragic Beautiful is 100% perfect.
Likewise if you loved your experience with Tragic Beautiful, we would love to hear about it! Please feel free to leave us some feedback on any or all of the following review sites -
