UMIE

I want people to be able to discover quality pieces to wear and cherish forever.

Searching for that staple piece for your wardrobe?

A new boutique store opened it's doors up to Newcastle back in October, and let me tell you, it is sure to become your go-to for those special staple pieces. Following a decade long career in fashion, Emily Bird, knew the timing was right to open her dream space, UMIE. 

UMIE's eye-catching shopfront sits on the corner of Greta and Hobart Road in New Lambton and is set to make you feel welcome and right at home with the rather exquisite interior details and lifestyle and fashion pieces. Emily's vision was to create a thoughtful curation of beautiful brands, with a focus on quality timeless pieces. All of which work back to our relaxed Newcastle lifestyle. 

"I wanted to include the brands I have grown up wearing and loved for years. It's been really exciting to be able to introduce these labels to Newcastle." Emily told us. 

UMIE is all about discovering beautiful quality pieces that you can wear and cherish forever. You will be able to find high end designer clothing from brands such as Bassike, Lee Mathews, Cecilie Copenhagen, MLM, Nobody Denim, WORN, Springcourt and Peony Swim.

There are even some speciality lifetsyle brands in store; Loom towels, Basium fragrances, Maison Balzac, Round House, Lovebyt and framed photographs from Ryan Brabazon. 

"UMIE houses designer brands with beautiful ethics that often feature organic and sustainable pieces."

Emily describes bringing the store to life as the ultimate labour of love. From the eye-catching floor detailing to the handcrafted clothing racks, and with most of the furniture being designed by Emily, and even a few special pieces from another local favourite, House of Lita. 

"I love my little space and I want it to become one where people can come hang out, have fun and feel good. I want people to be able to discover quality pieces to wear and cherish forever."

So, what about the name? UMIE originates from the Japanese word UMI meaning 'by the sea', which Emily has thoughtfully illustrated through the stores design. The store perfectly reflects Newcastle's relaxed seaside lifestyle.