Discover Merewether’s boutique retail spot
Photography courtesy of The Serial Narrative
In the heart of Merewether, a small but significant transformation has quietly unfolded. What was once known as Nohea Fox has been transformed into SeekHer – a boutique offering fashion, accessories, gifts, and homewares.
The rebrand comes with a new name, a light renovation, and a renewed sense of purpose under the direction of Jill, a Newcastle local and interior stylist who has merged her creative flair with her love for community.
“I’ve gone into a partnership with Desley who owns Beauty and the Fox next door as well as the Airbnb behind. I had actually started working here when it was still Nohea Fox, and I just naturally fell into this when the opportunity came up,” Jill said.
Officially launching at the beginning of the year, SeekHer brings a new energy to the Merewether spot alongside a collection of some fresh brands.
“I knew what was working here and what wasn’t. So, I’ve kept the products that resonated and brought in a lot of new labels – all Australian and some by people I know.”
From clothing by Bare Road, RAEF The Label, and LUNA LANE, to jewellery by MARGAUX LEE and activewear by Pinky and Kamal, SeekHer is anchored by its commitment to showcasing Australian brands.
“INTACT is a favourite – she’s a local designer using 100% merino wool from her family’s farm in Condobolin. The quality is just beautiful.”
Homewares and gifts still form a strong part of the store’s offering, a nod to the Nohea Fox days.
“We’ve kept the brands that work and that come in at a great price point. We often get people dashing in for a last-minute gift, such as the Bordeaux Collective candles – they just fly out the door.”
Despite the venue’s modest footprint, Seekher already has plans to evolve, including a pergola and new signage, alongside a growing online presence.
“We want to be that place where people can come in and try on or feel the brands they’ve seen online.”
As for the name, Jill and Des kept coming back to the idea of seeking and discovery – and because of the predominately female-focused audience, SeekHer just clicked.
With the creative input of branding by Play Make Studio, SeekHer and its sister salon, Beauty and the Fox, now stand as beautifully aligned spaces. Next time you’re in the area, drop by and browse through the boutique’s unique offering.
