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In and Around Pam Pam’s Local, Double Bay

Pam Pam, Double Bay
Pam Pam, Double Bay

A boutique beachwear store in the heart of Double Bay’s fashion precinct, Pam Pam is the brainchild of Eastern Suburbs local, Sara Fuller. Having spent time in the south of France as a child, Sara was never able to shake the impression that European women and their beach fashion had on her – beautifully luxurious beachwear that has a place on the sandy shores and in bars.

Located along picturesque Transvaal Avenue, Pam Pam is all things summery, beautiful and stylish. We caught up with Sara on what her favourite beachwear items are this summer and where her local Double Bay hangouts are. 

Q&A with Sara Fuller

Tell us a little bit about yourself and how you got to where you are today.

After studying fashion in the UK and working in PR in London, I came back to Australia to have my children. With a fantastic grounding in this industry, and having worked for Chanel and Versace, I knew I could apply this knowledge to my own start up business.

Since leaving university I have been coming up with ideas but I’ve never actually done anything about them. When I hit 40 I knew I had to act on one of them and Pam Pam was it!

What was the inspiration behind your beautiful store?

When I was a young child, I used to travel to the south of France. I was always impressed by the glamorous French ladies, especially with what they wore to the beach. There, they sun themselves on the daybeds and then head up to the beach club restaurant for lunch, so what you wear has to transcend from beach to bar. 

Before going on one of our holidays, I realised I couldn’t find any of the beach fashion from around the world in Sydney, let alone Australia. Which is strange as we pride ourselves on our beach fashion! This was the inspiration behind Pam Pam. 

Describe your stores aesthetics in three words.

Summer. Beach. Chic.

With summer fast approaching, what are your favourite products at the moment?
  • Lisa Marie Fernandez Mira Flounce Dress
  • Mondira One Piece
  • Verdelimon Toucan One Piece
  • Pippa Holt Kaftan No 37

Pam Pam, Double Bay
Pam Pam, Double Bay
Pam Pam is a local favourite, why did you choose Double Bay for your store?

Location is everything and I have always loved Transvaal Avenue with its pretty gingerbread style shops. Double Bay is fast reclaiming its name as the luxury shopping/dining precinct in Sydney, so it was an obvious choice, and close to home!

Tell us three things you love about living and working in Double Bay.

  • I live 10 minutes away
  • The new Woolworths precinct has really given Double Bay a social hub
  • The village atmosphere

Can you share one local gem?

Kutti Beach in Vaucluse


  • Eat. Indigo for breakfast, Saké for lunch, and Matteo for dinner.
  • Shop. Apart from Pam Pam, Belinda on Transvaal Avenue.
  • Do. Catch a ferry to Watsons Bay for lunch at The Watson Bay Hotel.


  • Make some time to…have a facial with skin guru Melanie Grant.
  • For a long lunch go to … Catalina (Rose Bay)
  • For the best coffee in town go to …Indigo, Double Bay
  • You know you're a local when … you know it’s Ferrari Fridays!