Holli Grove is a small Canberra boutique that is growing in reputation and size! LFW caught up with owner Emma Neame and checked out some of the gorgeous fashion and accessories available from Holli Grove. Though the shop is a little hidden in the suburban centre of Kippax (Belconnen), it’s definitely worth a look. By Aine Dowling
Holli Grove opened in May 2012. Emma’s Mum had owned a fashion business for over 20 years and Emma grew up surrounded by clothes and fashion, so the obvious next step was to open her own fashion outlet. “I always loved clothes and fashion and I originally worked alongside Mum, but I really wanted my own business,” says Emma. “The shop is named after my daughter Holli and we just thought Grove was a lovely match.
“The Holli Grove customer is usually 30 plus. We set out targetting the ‘mother and daughter’ look which has continued to work really well and we love being able to find something for everyone. The daughter look offers a little more cutting edge or stylish professional if you prefer, and the mother look is a more classic, functional style, but having said that we’ve often sold the same item to a 30 year old and a 70 year old.”
One of the more popular brands available at Holli Grove is Vigorella—beautiful soft, drapey woollens that flatter every figure, size, and age. “About three months after we opened the shop one of our lovely (now regular) customers came in wearing an amazing green woollen coat that we fell in love with, so we asked where she bought it, and discovered Vigorella. It suits any shape or size and our customers just love it!” Vigorella is made in Australia and uses pure Merino wool, bamboo, soy, and cotton blends, so it’s sustainable, ethical and local, as well as totally beautiful to look at and wear.
Other gorgeous Australian designer labels available at Holli Grove include Morgan Marks, Namastai, Sancerre, and a small collection of my all-time faves—the seamless, and very flattering Body Sock Cafe. Accessories include lovely leather bags from Willow & Zac, jewellery from Rare Rabbit, and aromatherapy goodies from Peppermint Grove, and Palm Beach Collection.
Holli Grove is growing. So much so that they’re actually on the move, and have big plans for the future. “We are moving to new premises quite soon,” says Emma. “Plus, we’re going to include a more personalised service where we can offer individual styling sessions to all our customers in a really exciting environment, and workshops where they can access all of their beauty (and fashion) needs in one space—so stay tuned, it’s going to really exciting!”
Until further notice you can still find Holli Grove at the Kippax Centre, and on Facebook, Instagram, and the bi-annual wool and fibre festival at the Old Bus Depot Markets. And, keep your eye out for the Holli Grove Pop-Ups at various shopping malls around Canberra—you never know where they’ll pop-up next!