In Summary

One of Swinburne University of Technology’s Diploma of Visual Merchandising graduates has launched an exciting new fashion store, Lelulah Boutique, with a desire to promote Australian fashion labels and designers.

The Lelulah Boutique brand was first started by Swinburne alumnae Emily Taylor in 2014 as an online store, which was assisted with a strong following of users from Facebook and Instagram.

But for Ms Taylor, the chance to start a physical store was important for communicating the quality of the Australian labels stocked by Lelulah Boutique.

“When a local commercial property opportunity arose we jumped at the chance to open a bricks and mortar retail boutique. Although online shopping is booming, I feel customers still crave a store experience, the opportunity to try on clothing and to be inspired by store design,” Emily said.

As well as being passionate for the products, Ms Taylor believes the knowledge she gained at Swinburne was essential in giving her a solid grounding and skill set to establish her own business.

“The course gave me the confidence to implement many new ideas and merchandising elements and principles. I loved being surrounded by creative people and given the opportunity to express myself and learn new things every day.”

Emily doesn’t plan on stopping at one store either, with a goal to open multiple stores under the Lelulah Boutique brand.

“We are hoping to build a strong customer base, a store that people can rely on to get good quality Australian labels as well as further building our online business. While I’m a believer in things happening for a reason, ultimately it is hard work and determination that pays off.”

Lelulah Boutique is open for business Friday 8 May, and is open from 10 am – 5 pm Monday to Saturday at 16A Railway Avenue, Ringwood East.

The Diploma of Visual ‌Merchandising is an 18 month Vocational Education course which is offered at Swinburne’s Wantirna and Hawthorn campuses. The next intake for the course is in August.

Interested in studying at Swinburne? Come along to our Midyear Information Evenings to find out about our range of courses and flexible study options.

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