Kristen Watts, former editor of lifestyle magazine Silver, is publishing the magazine. Watts said the publication is not elitist but down to earth, much like most Australian women. Sheila is an Australian word for "woman".

Watts said the Perth-based magazine will be sold in the eastern states of Australia as well. The magazine is keen on empowering women, promoting positive body and discussing age issues.

It will use models of all shapes, sizes, ages and nationalities and will not use airbrushed photographs. Each copy of the magazine is priced at A$5.95.