40 years ago, Marina and Dennis fell in love with the fantastic styles of sunglasses they found during a trip to Sydney, only to return home and discover Adelaide had a lack of designer eyewear – so they decided to do something about it!
“We wondered if there were any sunglasses stores in Adelaide. After searching one afternoon and finding none, we thought it might be a great idea to open one ourselves,” Marina recalls.
They discovered a tiny shop in City Cross Arcade, complete with charming Grecian columns.
“With our limited budget, we couldn’t afford to change the shopfront, so we decided to keep the Grecian columns, and it remains a part of our brand to this day,” she added.
Four decades later SHADES, the beloved independent family-owned retailer, is a staple in the local retail scene. What started as a short-term venture quickly blossomed into a thriving business. From the outset, the couple aimed to create a fun, welcoming atmosphere.
“I was obsessed with music and fashion and the psychology of creating a feel-good atmosphere in the store,” Marina says.
With upbeat tunes from The Style Council setting the vibe and a bright yellow paint job replacing the drab grey walls, SHADES quickly became a go-to destination.
Their adverts were as fun and quirky as the interior.
“We had some fantastic ads, but some probably wouldn’t be ok these days,” Marina said.
A foam mannequin head named Alexis became a quirky mascot, donning different sunglasses, hats, and jewellery daily, delighting customers as they lined up to see her.
“Our mascot Alexis (the mannequin) was dressed up differently every day for her shenanigans at night with the mannequins from the men’s store next door,” Marina laughs.
“I think if socials were around back then she’d have a huge following!”
At just 23, Marina had no prior business experience, having worked in the fragrance industry, while Dennis sold European wines. Armed with a loan and a list of sunglass brand stockists from the Yellow Pages, they opened their doors, starting their eyewear collection with Dior.
What was meant to be a two-year experiment turned into a long-lasting enterprise. As the demand for quality eyewear and exceptional customer service grew, so did SHADES.
Throughout the 1980s and 1990s, the brand expanded rapidly, opening stores across Adelaide and beyond, including locations in Burnside Village, Rundle Mall, and even several stores in Melbourne and Brisbane.
Reflecting on their busy days, Marina shares, “We eventually had 13 stores, which was more than we could handle as a hands-on team”.
“From the beginning, we chose every pair of sunglasses ourselves, valuing the input of our staff, especially our daughter Lili, as well as our wonderful customers,” she added.
The success of SHADES earned them a stellar reputation with suppliers, leading to invitations to exclusive events, including the prestigious Chanel Haute Couture show in 2008.
Marina attributes their success to a simple principle: evolving while staying true to their roots.
“It’s always about maintaining the quality of each brand and style while keeping up with trends,” she explains.
Today, SHADES showcases a dazzling array of designer and lifestyle eyewear collections, featuring brands like Dita, Loewe, Saint Laurent, Miu Miu, Gucci, Prada, and many more at two Adelaide locations, 101 Rundle Mall and Adelaide Airport, SHADES continues to thrive, employing 21 dedicated staff members.
As they celebrate this incredible milestone, Marina and Dennis express heartfelt gratitude for their loyal customers.
“We want our customers to feel welcomed and to provide them with the best brands, styles, and customer service possible,” they say.
With a legacy built on passion, creativity, and community spirit, SHADES is a cherished part of Adelaide’s retail landscape.
SHADES
Where: Terminal 2, 27/1 James Schofield Dr, Adelaide SA 5950 and 101 Rundle Mall, Adelaide SA 5000
For more information, click here.
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