Sara Fuller
Owner, Pam Pam

Talk about a woman has done it all: After studying fashion in London and jumpstarting her PR career for houses like Versace and Chanel, the ever-so-chic Sara Fuller settled back in the land down under. Having a knack for fashion and an eye for style, the globetrotting mother noticed a void in the market that focuses mainly on international luxury beachwear labels. And that's when her beachwear boutique Pam Pam was born just three years ago. From a young age, Sara was always mesmerized by the beach glamour — cue the denim with sparks, cowboy boots and lots of turquoise. She loved how French women took fashion to the beach and looked just as glamorous on the beach as at the beach bar. With the thoughtfully curated Pam Pam, Sara has made it easy for Australians to channel the European way of dressing on vaca. In an exclusive interview, Sara gives us the scoop on what inspired Pam Pam, trends to put on your radar, and the best gems in some of the most coveted places around the world...  

  • VacationStyle: Can you tell us a little bit about how you started Pam Pam?

    Sara Fuller: I saw there were many boutiques in Europe that focused on summer all year round, from London to Ibiza to St Tropez. Sydney, and in fact Australia, did not have anything to rival these boutiques. We were lacking a platform for International resort wear labels. 2 years ago Pam Pam was born.

  • VS: Where did the name Pam Pam come from?

    SF: A Tahitian beach bar in Juan-les-Pins that my sister and I used to have Peach Melba ice-cream bowls as a child, whilst Mum and Dad had cocktails! I wanted the name to allude to that frenchie flavour… I was always mesmerized by the glitz and glamour of the beachwear on the Côte d'Azur. We would come home with double denim looks covered in diamantes and cowboy boots!!

  • VS: What’s your favorite vacation spot? Any hidden gems? 

    SF: My favourite holiday destination is definitely France. We recently spent a month in St. Tropez for my – we spent a month here for my 40th recently.

    Some of my favourite things to do in St. Tropez: 
    Visit the markets in Places des Lices on Tuesday & Saturday mornings
    Cabane Bambou Beach Bar for a relaxed lunch with a chic French vibe
    Club de Palmiers for a more decadent glitzy “see and be seene” St. Tropez Style with a large magnum of rosé lunch! 
    Plage des Jumeaux for relaxed family lunch
    Les Caves du Roy  to experience St. Tropézienne nightlife

    Juan-les-Pins: I love the Hotel Belles Rives for its chic elegance of a bygone era. It is the former home of Scott Fitzgerald and his wife, Zelda. Head to the private beach or dine on the waterfront terrace – the epitome of Mediterranean chic. 

    Val d’Isere:  For winter #VacationStyle – I grew up visiting this beautiful French ski resort. Too much fun was had here with its bustling nightlife.

    Saint-Rémy-de-Provence: One of the most beautiful villages in Provence, where the likes of Princess Caroline of Monaco have homes… I loved exploring the little cobbled paths full of French Provençal linens! Stay at Le Château des Alpilles or rent a private villa with a pool close to town, as we did!

  • VS: How would you describe your style on vacation? Does it differ from your everyday style?

    SF: I love little beach dresses by Temptation Positano for days, which are perfect for throwing over my swimmers. At night I love full long floaty, peasant style dresses by Lisa Marie Fernandez. I accessorize with Aurélie Bidermann jewellery, Sensi Studio straw hats and bags, Ancient Greek Sandals and oversized Linda Farrow sunglasses. My style on vacation is not really that different from my everyday style. I just wear my swimmers more underneath!  

  • VS: Any go-to brands?

    SF: My go to brand is Lisa Marie Fernandez – nobody does #VacationStyle quite like her, she leads the way with trends and always does beautiful timeless pieces to take you from beach to bar. Her pieces turn heads, they are so beautiful and fashionable! You can wear her pieces anywhere, from the Hamptons to Tulum to Paris. As an ex stylist, she oozes style and it shows in her designs. I also love Marysia for the prettiest scalloped details and feminine shapes. Her colour palette of pink, cream and chocolate ice cream shades this season are just divine.

  • VS: Any places on your bucket list? 

    SF: St Barths and The Hamptons – we travel to London regularly to see family so never pass through America or places near to.

  • VS: If you could go on vacation with one person, who would it be and why? 

    SF: Nothing beats a family vacation! I am lucky enough to enjoy the company of my in-laws and parents, I love traveling with both… They all love to have a good time on holiday and we have been to some fabulous places! My parents definitely passed on to me their interest in travel and their taste for a luxury hotel! If it was someone famous Elle MacPherson for her unrivaled beach style, Coco Chanel for her classic style on and off the beach, and Donatella Versace for her high voltage European glamour! I would love to travel with any of these 3 women to get style and beach etiquette tips!

  • VS: Can you give us some of your favorite places in Sydney that are a must for those who have never been? 

    SF: Have breakfast at Bills on Bondi Beach. Lunch at Catalina is a must and so is dinner at Fred’s in Paddington. Definitely do the Bondi to Bronte walk. And last but not least, catch a scenic Sydney Seaplane to Palm Beach and stay the night at Jonah’s Whale Beach boutique hotel! 

  • VS: What are some of your favorite Australian brands & stores in Sydney aside from your own, of course!

    SF: My favourite Australian brands are Scanlan Theodore, Zimmermann, Bassike, Ellery & Dion Lee. These labels and many more can be found at Glenmore Road in Paddington – a great little shopping area for Aussie labels. 

  • VS: Favorite travel essentials? 

    SF: I always travel with a beach basket by Micaela Spadoni and carry my hats on board in it to keep them from getting squished in my luggage!


    One-piece or two? One
    Caftan or sarong? Kaftan
    Hair-up or down? Down
    Makeup or no makeup? Minimal
    Flats or heels? Flats
    Jewelry or no jewelry? Arm candy
    Underpack or overpack? Overpack
    Detox or retox? Retox