Stories of change - As You Are Lifestyle
As You Are Lifestyle is a prime example of what is possible when local support and services are utilised to their total capacity.
As You Are Lifestyle is a boutique store in Merimbula specialising in slow fashion brands from Australia and around the world. Targeting woman over 40, they aim to help customers rediscover their love for fashion, learn to enjoy dressing up, and experiment with different styles.
The boutique’s mission is to empower women to feel seen, feel good in what they wear, and regain their confidence through fashion. With an emphasis on not what you wear, but how you wear it, the store’s founder Jo finds joy in helping women learn how to wear items they never thought they could.
“It’s about wanting to empower other women and helping them get their personality back."
As You Are Lifestyle initially launched in Canberra before moving into The Essence of Our Merimbula store, an initiative powered by the Merimbula Chamber of Commerce that supports small businesses by providing a collective retail space. The Essence was crucial in allowing Jo to launch her business in the Bega Valley Shire with minimal financial backing, while also working to gradually build the brand and customer base locally.
"Being in The Essence was a really valuable exercise for me personally, for somebody who wanted their own business who didn't have a lot of financial backing.”
The Essence of Our Merimbula provided invaluable support for Jo’s business while it grew. The collaborative nature of the initiative, and the involvement of other businesses, offered owner Jo networking opportunities and mutual support. As You Are Lifestyle experienced such success that it was able to move into its own space in Merimbula in 2022, and now also offers personal styling sessions.
Jo became aware of other initiatives through Council’s Business News enewsletter, such as the Rural Women's Cooperative. The online program is designed for female-owned small businesses and has provided Jo with one-on-one mentoring support, working to empower and encourage her with different ideas and innovations for the business.
One of Jo's biggest challenges for As You Are Lifestyle was translating the boutique's aesthetic to online via social media. Despite her expertise in fashion and beauty, navigating the digital landscape proved difficult. By collaborating with a local social media manager, Jo received invaluable support that pushed her out of her comfort zone and helped her build a strong online presence.
“She really helped to show me different directions and push me out of my comfort zone.”
The boutique’s customers - who have also become friends - are Jo’s main driver. The encouragement and motivation they provide reinforce the purpose of the business and keep her going on the most challenging days.
As You Are Lifestyle is a prime example of what is possible when local support and services are utilised to their total capacity. By getting to know her clientele and pivoting her business model to suit, Jo was able to take As You Are Lifestyle to new heights.
To learn more about As You Are Lifestyle, visit their website.
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- council@begavalley.nsw.gov.au
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Zingel Place
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Bega NSW 2550 -
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