Update 6.30PM: A Fire and Rescue NSW spokesperson says the fire has been brought under control before it had the chance to spread to surrounding buildings.
No injuries were reported as a result of the incident, and the cause of the blaze is being investigated.
Crews will remain on scene for some time.
Earlier: Berry business Shambala is on fire, and Fire and Rescue personnel are trying to prevent the blaze from spreading to adjacent buildings, a Fire and Rescue NSW spokesperson says.
Crews were called to a "well alight" shop on the corner of Queen Street and Alexander Street shortly after 5.30pm on Thursday.
"There appears to be a fire in the roof, which crews are attemtpting to extinguish," the spokesperson said.
"Crews are also understaking a search of the premises to determine whether anyone is inside."
About 25 firefighters were sent to attempt to contain the blaze. Police and NSW Ambulance have also been called to the scene.
More information as it comes to hand.