A retro fashion retailer and designer who ditched bricks and mortar for the web has backflipped on her decision and will open a physical shop again, this time in Kiama.
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The Retro Room, to be found near Zinc Surf on Terralong street from June, is the brainchild of Jude Felton - the former owner of long-time Wollongong store Something For Doris.
Doris closed its doors in 2017, with Ms Felton launching her label Hey Jude Designs online in 2018. However, the online realm was like being a little fish in a big pond for the entrepreneur.
"I had a lot of support from previous customers, but I found online I was such a tiny speck in the scheme of the internet that building a brand that's unknown has been a bit challenging," she said.
"I'm such as people person ... I was really craving having a shop, I'm missing my customers and I'm missing styling people."
Ms Felton said the new store would stock her own retro-inspired label among others, with the aim to also house accessories, shoes, jewelry and eventually decor items.
She said after seeing her neighbours leave home at 4:30am each morning for Sydney, the allure of Kiama was a much more feasible distance from her home in Wollongong.
"I thought of Kiama because of the tourists, because of the vibe of the town and they're so proactive in their promotion of the place," Ms Felton said.