Australian fashion brand,Ā IrisĀ & Wool, has opened their first South Australian flagship store in the mid-north of the State. The business that has built a reputation on producing luxury designs of the highest quality from 100 per cent Australian merinoĀ wool.
The new Iris & Wool retail boutique is located in Burra, where founder Emily Riggs has been waiting to develop this project.
“Now we have a space and place to showcase Australian merino wool and to offer incredible customer service in regional South Australia,” Emily says.
After releasing its first collection in Australia in 2019, the range of products has expanded over recent years, and is now carried in 30 independent stockists Australia-wide.
Iris & Wool collections have organically evolved to include womenswear, menswear and childrenswear, as well as embracing other natural luxury fibres, which will now be available in the quaint new location.
“People are becoming increasingly conscious of their spending, and I believe when purchasing luxury items, they want to touch and try and feel the quality in real life. Now they will be able to. We hope to offer that extra special customer service you don’t receive when purchasing online,” Emily says.
Emily Riggs says the new store is an exciting milestone for the brand as well as personally.
“Itās the next step forĀ IrisĀ & Wool. The brand has finally grown out of the front room of the house! My husband did say never to employ anyone or open a shop, but whoops, I am doing both. I know he is thrilled for me and can’t wait to have his house back to a house, instead of a warehouse,” Emily says.
“We have a lot planned for this beautiful store, including the few things that still need installing given we pulled this together in just over a month! We also plan to hold special events here.
“Burra was an easy choice for the flagship store to be located, not only because it’s our hometown, but it has a great tourism aspect to it. There are lots of tourists travelling through every day, as itās really the gateway to the outback and so close to the Clare Valley.”
Burra is a beautiful quaint town with lots of history, lovely cafes and other retail and antique stores scattered along the main street, and a great community.
“I think in todays age itās so important to have a human connection, people want to buy from people. They want to know the back story of the brand and what a wonderful way to do it in the brands hometown of Burra with the flagship store,” Emily says.
Iris & Wool
Where: 10B Market Square, Burra
More info: Click here
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