Women's and baby clothing, accessories, and homewares now online
We love a new retail space opening, and when it’s boasting a bunch of beautiful women's and baby fashion, accessories, and homewares we know our wallets are in trouble. Without further ado, welcome brand-new brand, ESTIE.
Brought to you by Sarah and Mårten and their littlest sidekick and shop attendant, Esther, the trio have created an incredibly soft, welcoming, and downright stunning range of products under the brand of ESTIE.
With Sarah at the forefront of the brand, she brings with her a lifetime of knowledge and experience in the designing, production, buying, and retail world but now making her own mark on the industry with ESTIE officially launching their online store in July 2021.
“It was in February when we had the idea, but from having that buying background, I knew that Feb was the time to buy for a July delivery especially in womenswear. I thought, oh my god if we’re going to do this, we need to do it right now.
“Legitimately, I got my ABN, decided on the business name, and created all of the artwork in about three days. It was pretty crazy,” Sarah shared.
Being based on the Central Coast themselves, the pair weren’t particularly picky on location and we’re tossing up between Newcastle, Central Coast, and even Sydney before landing on The Station.
“I was looking at different shopfront options and I really didn’t want to commit to what retail usually is which is 3-5 years; it’s just too risky! Especially launching in the middle of a pandemic. I was just googling pop-up locations. The Station popped up and their website was beautiful, and it was all very easy.”
Once officially getting their hands on the keys, the blank canvas was quickly transformed into an ESTIE dream space with Sarah working her magic in creating little spaces throughout the store space.
“It’s not only a beautiful place for people to come and shop, but it’s also a beautiful space for us to create nice content as well. I think that’s so important in today’s visually stimulating world.”
Now, to what you’re all wondering; what exactly can you expect when you drop by ESTIE?
“From specialty homewares through to apparel for women and their little ones, our focus is to create a beautifully curated selection of products for the modern family and home.”
With a huge focus on sustainable brands, as well as keeping it to mostly Australian and New Zealand brands, with the odd Scandinavian brand (as that’s where Mårten hails from); ESTIE is Newcastle CBD’s newest go-to for all things apparel and accessories for mum and bubs.
Some brands you can expect to see are lifestyle products from Reliquia Collective’s Aeyre, unique handmade candles from Blazed Wax, Melbourne-based exercise mat brand MAAT, minimal womenswear by Kowtow, ceramics by Marloe Marloe (online-only), baby and baby clothing by Two Darlings, baby leather sandals by Salt Water Sandals, high-quality posters by The Poster Club, and even a selection of ESTIE pieces.
Having had her own brand of knitwear in the past, Sarah was keen to make her own products under the ESTIE brand, and so has officially launched their first line of babywear; linen and cotton rompers.
“I just thought the samples were adorable and I fitted them on Esther and her cousin Macie who is four months older, and they were just so cute. So, we just worked out some colours and fabrics and it’s just come together.”
To celebrate their recent opening, ESTIE is hosting an opening event on the 27th of November, which just so happens to be over the Black Friday sale weekend. To get you excited, you’ll be able to shop up to 50% off store wide online and in-store from 5pm 18th of November, until the 28th of November.
So, what are you waiting for? Get online or drop by The Stations newest tenant, ESTIE and browse their incredibly unique range of women's and baby clothing, accessories, and homewares.
*ESTIE's bricks and mortar space has closed for now, but you can still shop online here.