OPENING a store with a focus on "quality over quantity" has been a life-long dream for Emily Bird.
After studying at fashion college and working for labels such as Camilla and Marc and high-end brand Ellery, Bird moved from Sydney to Newcastle 18 months ago with Nelson Bay-raised husband Craig where her dream was finally realised.
The pair settled in New Lambton, the place which would also become home to her fashion and lifestyle store, Umie.
Umie - which takes inspiration from the Japanese word for ocean ('umi') - is tucked away on the corner of Greta and Hobart Road.
Once the site of a computer repair shop, Bird took over the space a year ago and set upon transforming it into a chic boutique. The all-white walls, floor and ceiling add to the coastal theme behind the store's name, with arched change rooms and shelving, and timber and gold accents completing the stylish aesthetic.
Umie is stocked with a collection of mostly Australian fashion labels handpicked by Bird, including Bassike, Hansen and Gretel, MLM and Newcastle-based, Lita.
Bird says offering a personalised shopping experience is her focus.
"I have always been in fashion and I am all about the experience," Bird says. "That was a big part of what I wanted with Umie. I love creating a special experience for customers. All of these brands can be purchased online, but I think the whole thing of coming to the store is that I can talk to the customer about the brand and give them that personal experience."
The majority of labels at Umie are not available at any other store in Newcastle.
These include Peony, a sustainable luxury swimwear label based in Queensland that uses recycled materials for both the fabric and lining of each piece, and Byron Bay-based Deiji Studios which produces linen lounge sets.
It comes as no surprise to learn that Umie's range of loungewear - think comfy but fashionable trackies, jumpers and tees - have proved popular during the pandemic.
"It has been really popular. I feel like a lot of the brands do it quite well already and that's kind of what I was all about to begin with," Bird says.
"My slogan is 'Elevate your everyday', so it's everyday essentials and easy-to-wear pieces, but a nicer version. I am all about that, having one really good pair of jeans you can wear over and over with a really good, basic organic cotton T-shirt.
"I was already offering that sort of thing, so it kind of worked in my favour. Good sweaters and lounge pants, comfy, everyday stuff."
Umie also stocks two International labels: Danish brand Cecilie Copenhagen and New Zealand's Marle, which uses natural fibres and fabrications to create what Bird describes as "timeless essentials to wear effortlessly all year round."
"In store it's all of my favourites and brands that have great ethics and most of them are Australia-based and made in Australia, so I like to support them.
"Most of the brands stocked are quite sustainable. It's not fast fashion at all, but things are made seasonally so they do drop around once every three months, so it's constantly changing collections.
"I buy thinking of the Newcastle customer in mind."
Since opening, Bird has branched out to also offer Australian-made homewares, body care products and candles as well as jewellery by Newcastle-based Kate and Kole.
Framed photographs of European summer travels by fashion photographer Ryan Brabazon hung on the walls are for sale as well as paintings by Newcastle artist Madeline Jovicic.
Bird was forced to close the store for six weeks during lockdown but kept things moving along with sales via her online store. She says the importance of shopping 'small' is greater than ever in the current climate.
"I try to shop locally where I can. I have realised what it means to someone who is running their own business. I think it's so important," Bird says.
"The other side of it is that you get that personalised experience," she says.
"When I opened, I really wanted to be able to set myself apart from being able to go online and buy from the brand.
"People can come in and meet me, and have a chat and I can show them what we have.
"That's what it's all about."
