Keepsake is a part of the Australian Fashion Label Pty Ltd (“AFL”), which began in 2002. All design work is designed in house by their design team making their fabric prints and styles exclusive. AFL is owned and managed by a husband and wife team of Dean and Melanie Flintoft.

Keepsake Head Designer Carmen Dugan with the label since the beginning, seeing it blossom into a strong representation of modern femininity by finding “the right balance between detail and simplicity in each garment.”

Acting as Head Designer since its formation in 2011 has meant that Carmen Dugan truly embodies the Keepsake girl.