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By Hannah Valmadre
June 21, 2014
By Hannah Valmadre
June 21, 2014

It is with a heavy heart that we announce one of Melbourne’s retail gems, Alice Euphemia, is closing its doors in less than a week. After 18 years in Cathedral Arcade, Flinders Lane, this champion of the Australian design world will be closing on Thursday, June 26 at 6pm.

Karen Rieschieck, owner of Alice Euphemia, has had her finger on the pulse of innovative Australian fashion since opening her store in 1997. Labels she has stocked and supported over the years include Romance Was Born, Christopher Esber, Kuwaii, Livia Arena, Carly Hunter and Kloke. The much-loved store is also well-known for stocking talented and independent jewellery designers. Work from Lucy Folk, Mavro, Seb Brown, Julia deVille, Dani M, and Millie Savage has regularly graced the shelves of this Melbourne institution.

In Australia’s current fashion climate, where cheap and mass-produced imports of buzz brands are causing lines around the block, specialty stores like Alice Euphemia that support quality and creativity will be greatly missed. We visited the boutique yesterday to say goodbye and the loyal fan base that Alice Euphemia has generated over nearly two decades was extremely evident. Every second customer walked straight up to the shop girls to tell them how sad they were that they are closing down.

However, this might not be the complete end to all things Alice. The store's Instagram account mentions the possibility of a "phase two" and an email sent to loyal customers announcing the shop’s final days stated "it’s time for a hiatus". In speaking to The Age, Rieschieck indicated the store may come carry on in its online form, or as a support for local business. "I really want to reinvigorate Alice," Rieschieck said. "The only way I can think to do that is to stop, have some time out, have a bit of long-service leave and come back with a different approach."

Until then, Alice Euphemia is spending its final days hosting a massive sale of their clothes and some of their jewellery. They are also selling shopping fixtures such as mannequins, cabinets, vases, light fittings, mirrors, hangers, and other miscellaneous parts of the store. Time to get on down, pick up a bargain, and say your goodbyes as this beloved boutique bites the dust.

Alice Euphemia is located in Cathedral Arcade, on the corner of Flinders Lane and Swanston Street in the CBD. The store will be open its usual hours: Monday-Saturday, 10am-6pm until its last day of business on Thursday, June 26.

Published on June 21, 2014 by Hannah Valmadre


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