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Alice Euphemia is Back
It seems all our fashion favourites are blowing out a cake full of birthday candles this year. First Colette and now one a little closer to home. Our beloved Melbourne boutique, Alice Euphemia has re-opened its doors to a brand spanking new interior. Just in time to revel in their 15 years of à la mode behaviour. We had a heart-to-heart with director Karen Rieschieck on why this anniversary is so special.
What was the inspiration behind the refurbishment?
The inspiration behind the store was an incredible woody landscape. The architects, Edwards Moore, wanted to create different 'terrains' within the store so that you would experience different atmospheres, encouraging a true exploration. It's encouraging us to discover new ways to present our beloved jewels and favourite labels.
Who was there opening night?
A host of past, present and future shop gals, designers, local musicians and jewellers that make Alice what it is. This included such lovelies as Stephanie Downey from Dress Up, Kat Edwards from Arnsdorf, Jenny Kee, Luke and Anna from Romance Was Born, fashion designer Carly Hunter, jeweller/artist/taxidermist Julia deVille, jeweller Kim Victoria and of course the architects and their team as well as the odd builder and lady friend. Ohh and our new partner in crime ... Claire Inc, AKA Belinda Humphris.
What is the motivation behind the unique light display?
We wanted to contribute to the LMFF event 'Windows by Design' without distracting from our beautiful new fitout. Edwards Moore suggested Blue Bottle as a the perfect 'dressing' to our new display. We also wanted to encourage people to venture up to our second level ... What could be better than flashing lights to inspire you?
After 15 years what is one of your favourite memories as a business?
My favourite memory comes from those people who tell me about things they've bought ten years ago from Alice and still love, or designers who tell be they've made great connections through Alice. It makes me very proud to think that we have quite a close design community and that the store has been a part of that. I also kind of love it when customers go spare over famous people sightings. That's pretty fun!
What are some of your favourite pieces for the winter season?
Carly Hunters' cosy wrap jacket with shearling front (faux of course) epitomises cosy for me. I also love our hot red cashmere mini skirt as well as Romance Was Born printed silk number. Christopher Esber's grey marle sweater dress is bound to be a new weekend favourite.