Australian fashion label Shona Joy has announced its shock closure after 26 years.

Founded by Shona Thatcher, the fashion designer launched her label in 2000 by selling ready-to-wear clothing at market stalls in Bondi and Paddington.

She informed staff of her decision on Monday, citing a desire to focus more of her time on family.

Speaking to the Australian Financial Review, Ms Thatcher said the commute between her Sydney offices and home in Byron Bay had become too burdensome.

“My family and I moved to Byron Bay five years ago,” she said.

“There was always going to be a day when I thought, ‘That’s enough now.’ I’ve done extremely well and I’m proud of what we’ve built over the past 26 years.

“The business has grown so much and I can’t manage being a mum as well. I want to step back. I’m successful and I want to end (the business) on a successful note. I’m proud that I can do that.

“This business is my baby and my passion. But my children are my priority.”

Ms Thatcher stressed that her call to discontinue the label was not due to financial stress, and that she had stewed on the decision for four years.

She even explored the idea of selling the company, but admitted “nothing felt like the right fit”.

The founder will reportedly keep the intellectual property and name associated with the business., but will farewell her 33 employees with pay and entitlements.

Ms Thatcher said fast fashion had introduced additional challenges to the industry, coupled with the “intense” expectation of releasing four collections a year, plus bridal and bridesmaid lines.

Customers can continue to purchase from the label online until the new year.

“There have been a lot of tears this year. It’s an emotional decision. But I have to do this. It’s the hardest decision I have ever had to make,” she said.

“I hope that customers remember wearing Shona Joy during the most treasured moments of their life.”