Dear Friends, (is that how I start these things? lets be real, Carissa is going to edit this anyway)
Firstly, I want to thank you, truly, for being here. Whether you’ve visited our little boutique in Gunnedah, shopped online, stopped by for a cuppa and a yarn, or simply followed along with our journey, you’re part of something really special. This community we’ve built together is the reason we do what we do.
I’m often asked about my “ideal client” (and yes girls, I can see you rolling your eyes already), but here’s the truth: you are my ideal client. All of you, women of all ages, shapes, and sizes who want to feel confident and comfortable in what you wear. No stilettos or skin-tight pants here… move along! We’re all about stylish, wearable pieces that make you feel good from the inside out.
My journey with Willow & Fli started long before I ever imagined owning a boutique. Back in 2010, I began working for Tracie. At the time, we were hand-cutting and sewing beautiful garments with the help of a talented team of local makers. I was sewing, helping out at markets, and soaking up everything I could about the industry, and somewhere in the middle of fabric scraps and fitting rooms, I completely fell in love with fashion.
We eventually moved away from making everything in-house and into a more traditional retail model, simply because the demand was more than our little team could keep up with. But that shift opened up a new world of creativity and possibility.
Attending trade fairs with Tracie, Mum, and Julie felt like a dream. The people, the fashion, the atmosphere. I was hooked. After years of (dare I say it?) some pretty shitty jobs, I had finally found something I was passionate about. And getting to do it all beside the women I love most made it even more meaningful. Especially Tracie, she’s one of those people that others are just naturally drawn to.
When she decided to retire, we were faced with the heartbreaking reality of closing the store… but I just wasn’t ready to let it go.
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In 2019, I officially became the owner of Willow & Fli. And what a ride it’s been. There have been big wins and quiet days, beautiful connections made, stories shared over the counter, and endless cups of coffee. Between market days, trade fairs, in-store styling sessions, and photoshoots that make my heart sing, this little boutique has become so much more than just a shop.
It’s a place where women come to feel seen, supported, and stylish, and that’s all thanks to you.
I’m also incredibly lucky to have a team beside me who share that same passion. They are devoted to helping our customers feel their best, and they offer something so rare: honest advice, warm conversation, and genuine care, plus a deep love of a biscuit and a good old chat.
Willow & Fli is rooted in community, connection, and creativity. I show up every day because I believe in what we do and because I know it brings people joy. Thank you for being part of the story so far. I truly believe the best is still to come.
With love and endless gratitude,
Tana x
Owner – Willow & Fli
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