It’s nothing new to know that Newcastle’s East End has been the recipient of a whole lot of positive change. From watching new bars and restaurants pop up, to the new East End development bringing the area to life to even the opening of new retail spaces.

One little fashion boutique, in particular, Hey Jude, Love Pete, has graced the East End with its presence and has been slowly making itself known with the local community with one funny and chatty lady behind the business: Emily Coker.

Launching late February 2021, Hey Jude, Love Pete calls Hunter Street home and is surrounded by some of Newcastle’s best galleries; Curve Gallery, The Lock-Up, and Timeless Textiles.

Brought to us by Newcastle local and long-time retailer, Emily has been in the fashion world since the age of 11 and has been dreaming about her own space since day dot.

“I’ve been in retail since I was 11. I’ve managed a shop in the East End for seven and a half years and I’ve got a lot of loyal East Enders and I felt that there is a lot of growth in this part of Newcastle. I’ve wanted to do something like this for quite a while and COVID really reinforced my need to do it.

“It felt like the perfect time for me to do this because Newcastle seems like it’s about to boom. So, I just decided that I’ve got to do it now, whilst I’ve got the motivation and a little bit of age on my side,” Emily said.

The cosy space is of course filled with beautiful pieces, but Emily has inserted a few of her own vibes by bringing in plentiful plants and even homewares literally straight from her own home.

“This is my playground, it's where I get to play and create. Everyone that has come in says they feel like they’re in my home! And to be honest, half of this shop is filled with pieces from my house.”

Make sure whilst you’re in-store to head out to the changerooms, not only to try on something from the shop but to take in the cool 1950s magazine-covered walls!

“The changerooms are a lot of fun and character. Ladies come out of the changerooms and say oh my goodness I use to have that doll from that cover and so on.”

So, what exactly can you find in-store?

“It was more about casual everyday wear. People can get up and put something on and be out all day then get a call to go to the pub for dinner and they’ll still feel fabulous.”

Accessories including leather bags from Byron Bay brand Stitch & Hide, scarves from Humidity Lifestyle in Margaret River, and earrings from Newcastle-based creative Skitty Kitty.

Hey Jude, Love Pete has slowly become known for their range of footwear with beauties from the ever-so-popular Rollie Nation, as well as Scandinavian sneakers from Woden, leather footwear made in Bulgaria by Rilassare, and these fabulous slippers from Emu Australia.

Clothing wise you expect lots of linen, light fabrics, and timelessly trendy pieces. Some brands you can find in-store include Brunswick Heads brand Mandorle, Humidity Lifestyle clothing, and Maryville-based designer Charley Vella just to name a few!

Now, let’s get to that name. How many of you just started singing Hey Jude by The Beatles the second they saw the name? I know I certainly did!

“Jude and Pete are my parents. My brother and I back in our Uni days would always request Hey Jude when we were out for karaoke on the dancefloor. I knew that I couldn’t just have Hey Jude as the name, and then my mate just said finish it with Love Pete and I said ok done!

“It was that simple. My daughter, who is nearly 11 and is so into fashion. She said 'mum you just have to have mustard and pink,' I said, oh I don’t do either of those colours but she was right – it looks great.”

With plans to launch Hey Jude, Love Pete online in the not-so-distant future, for now, Emily is just excited to be open and be involved and a part of the East End community.  

“I love the East End and I want to stay here. Even though I don’t live here, I am part of the community because I have been here for so long. You walk down the street and people are talking to you at the post office, at the fruit shop, at the chemist, etc. You really do feel connected.

“At the moment, I’m just trying to keep it nice and small and try not to look too far into the future.”

Next time you’re in the East End and wandering the streets, pop on into Hey Jude, Love Pete, and give Emily and her new retail space a little love!