fee G is the Irish affordable luxury fashion brand, imagined & created by Fiona Heaney and husband Don Gormley, in 2003.

Fiona had a vision of “bringing designer luxury to the boutique market at affordable prices.” fee G is independently owned and based in Dublin, Ireland.

fee G is renowned for great dresses favored by celebrities and stylish women alike, which quickly became the go to label for younger occasion wear. The brand has since developed and now offers a full ready to wear collection, establishing fee G as a leading fashion house offering wardrobe solutions for all occasions.

fee G stands for enduring style and confidence, Fiona designs for ladies who want to look and feel their best. 100% of the collection is designed in-house with its distinctive handwriting- with playful colour and a love of print. Quality is key within the brand and attention to detail integral.

Season after season, each fee G collection embodies the multifaceted nature of our modern woman – Fiona prides herself on crafting pieces that woman loves to wear. This is evident from a broad profile of customers, regardless of age, size or taste.

Tailored to be feminine, you’ll find everyday polish alongside standout event dressing. The company designs 2 collections bi-annually for the fashion wholesale market and brings these to production in family operated factories in Europe, we have been working with for 16years.

fee G has a loyal customer and growing customer base and has accounts in Germany, Malta, Italy, Spain, UK and Ireland.

Where does the fee G name come from?

Fiona Heaney also known “fee” and partner Don Gormley “G”, combined their names and talents and formed the unique brand “fee G”.


At fee G, we pride ourselves on honesty, passion and creativity. We have the best team of staff who are dedicated in bringing the most desirable collections to the boutique customer. As a design company our goal is to continuously evolve and create exciting collections. We believe that good clothes are not just for 1 season, they can be forever. We strive to buy less but buy better.