A long-running Sunshine Coast fashion business has opened its third store, in a prime beachfront location.
Women’s clothing provider Elmari Boutique, which has styled women in the region for 18 years, has expanded to Mooloolaba Esplanade.
Owner Elmari Putter has welcomed her daughter Cher Harck to the business, amid a raft of changes including a refresh and consolidation that brings the three stores (Elmari in Mooloolaba and Cotton Tree, and Hello You in Cotton Tree) under the name Elmari Boutique.
“Having Cher join me in the business is setting us up for the future,” Elmari said.
“We’re combining her energy and enthusiasm with my long experience of sourcing designs that our customers love.”
The boutique had humble beginnings when it started at The Wharf Mooloolaba but has become a fixture on the local retail scene.
Elmari said their staying power is due to a loyal customer base.
“Our demographic is women in the 40-plus age group,” she said.
“As women get older, it becomes harder to find clothes that suit our changing bodies but we still want to look great and feel confident.
“That’s where Elmari Boutique comes in.”
While retailers in the fashion market come and go, Elmari said Elmari Boutique’s point of difference is the way customers are treated.
“We are absolutely passionate about helping our customers to feel like their most confident, beautiful selves,” said Cher.
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“Styling advice is a crucial part of what we do every day, and we pride ourselves on really spending time with women and giving them genuine, individualised service.”
Becoming business partners has been a meaningful turning point for mother and daughter.
Cher walked away from a corporate job in Sydney to join Elmari Boutique, relocating with her family to the Sunshine Coast.
“After 21 years working at a career across the world, I’ve changed focus. I have a different vision of success now,” she said.
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“I’m sure some of my colleagues thought I was having a midlife crisis when I resigned from my job. But my bosses were supportive because this is something that I really wanted to pursue.”
“Elmari Boutique means so much to me. I grew up living and breathing the business in some form across South Africa and Australia and am in awe of my mother’s passion and tenacity in overcoming many challenges and growing Elmari Boutique into what it is today.
“It is such a special demographic we serve and I look forward to continuing the legacy.”
Elmari was delighted with Cher’s decision.
“I know that Cher is as invested in Elmari Boutique as I am, and it’s such a joy to have my grandchildren here. I feel like we’ve come full circle.”
Elmari Boutique
- Established in 2003.
- Has stores in Mooloolaba and Cotton Tree.
- Specialises in fun leisure wear, stylish event wear and easy travel clothing.
- Offers flattering, comfortable clothes.
- Boasts natural fibres suited to Queensland’s climate, including Italian linen and organic cotton.
- Has unique designs at a reasonable price.
