About us

Abby Kheir, our Founder, CEO and Designer, is a woman who defied expectation.

Raised within Sydney’s conservative Arabic community, Abby was driven by ambition from a young age. With the unwavering support of her father — who believed a woman could be both a devoted mother and a successful business leader — she set out to build something of her own.

Abby’s journey began in 1999 at 21 years old with the opening of her first boutique — Abyss —  a space she personally designed to reflect the youthful, confident spirit that would soon define the brand. For a decade, Abyss showcased a handpicked selection of coveted Australian and international designers, quickly establishing Abyss as a destination for style-conscious women.

From an early age, Abby was immersed in fashion. Her travels around the world became both inspiration and research — a continuous search for the perfect dresses. However, Abby kept running into the same frustration: she couldn't find dresses that matched her own vision of what women should feel when they got dressed - powerful, unapologetic, impossible to ignore.

In the summer of 2009, she took matters into her own hand and taught herself fashion design to launch Abyss By Abby — a label that focuses on beautifully crafted dresses that make women feel extraordinary. Each piece is designed and created for the woman who moves through the world boldly — balancing strength and sensuality in equal measure.

Abyss By Abby exists to give women the dress that changes the energy when they walk into the room. We design for the woman who doesn't wait to be noticed — she arrives.