THERE\u2019S a certain joy to welcoming premium fashion to regional Victoria says Emma Ryan, manager of flagship store Mali Lane.<\/p>\n
\u201cI have been very fortunate to have had years of experience in the fashion and wholesale industry, with a very supportive network to be able to bring the concept to life in Ballarat,\u201d she said.<\/p>\n
\u201cAnd it has been wonderful getting such support from women in our region!<\/p>\n
\u201cI wanted to create something unique, an experience that is not available in Melbourne.<\/p>\n
\u201cThe luxury of Australia’s most icon brands under one roof, and I feel like we have achieved this.<\/p>\n
\u201cIt\u2019s a wonderful experience having people from our region come into our shop and discovering wonderful fashion that can be found here, in our hometown.<\/p>\n
\u201cIt\u2019s been a serious thrill to have customers come in and then re-visit our store!\u201d<\/p>\n
Mali Lane has gained a reputation for being one of regional Victoria\u2019s largest premium fashion destinations, with its flagship store based in the heart of Ballarat.<\/p>\n
\u201cOur store at 436 Sturt Street, Ballarat has, from the first day, had a focus on contemporary fashion and design, with an emphasis on \u2018what works\u2019 in our region, from spring to summer to winter,\u201d Emma said.<\/p>\n
Emma\u2019s vision for Mali Lane evolved out of the need for a premium retail offering in the region.<\/p>\n
\u201cWith the closure of several women\u2019s fashion boutiques our only option was to shop online or head to Melbourne to access our premium brands,\u201d she said.<\/p>\n
\u201cOur primary focus was creating and experience for women to feel welcome and in a calm and curated space.<\/p>\n
\u201cIt\u2019s great that people from our city, and our region, don\u2019t have to head off to Melbourne!<\/p>\n
\u201cOur exclusive brands include Camilla and Marc, Viktoria and Woods, P.E Nation and Acler and more, which are all driven by design and sustainability as we move to a more environmentally conscious approach to the way fashion is manufactured.\u201d<\/p>\n
By Soho was Emma\u2019s first retail offering in Ballarat which started as a pop-up store and continued to evolve as a more permanent offering to customers.<\/p>\n
Her future re-brand will also include the introduction of some key national brands to the offering including Country Road and Mimco.<\/p>\n
Providing a retail sanctuary for women has always been a priority.<\/p>\n
And, in Mali Lane, that\u2019s what the Ballarat region now has!<\/p>\n