The owner of womenswear boutique Baggy’s, Rachel Silverman, has occupied the same location in Chapel Street for 38 years. Melinda Oliver finds out how it has changed.
Where is Baggy’s located?
376 Chapel Street, South Yarra.
What does your store offer?
We cater to women aged 30-plus with a mix of international and Australian designer labels. Brands include Easton Pearson, Trelise Cooper and Ashley Fogel among others.
What are the key changes you have seen?
When I first opened here in the 1970s it was fabulous and different. It had a lot of small independent stores – none of the vertical operators. It was new and exciting. The street has changed a lot. There are a now a lot of cheap and nasty products.
Why is the location beneficial for you?
The customers on Chapel Street are different now, however my store is a destination store as it has been here for so long. We are well established here, so for me to move it would be silly. We get a lot of regular clients, probably not the normal Chapel Street trade. We do get some tourists shopping here as Chapel Street is promoted as a tourist destination. A good thing about the area is that there are no clearways, so customers can park on the street at any time. It is very central to the city and the south-eastern suburbs.
What are some of the other retailers on the street?
Country Road, Witchery, AG Arthur Galan, Alannah Hill, Kookai, Scanlan and Theodore and Marcs are some of the bigger names on the street.
Is it a competitive area?
There is a lot of thoroughfare on Chapel Street, there are not many quiet times. They are not always the right consumers for upmarket labels. My competition comes more from nearby streets such as High Street, Armadale, which sells designer brands.
What would you like to see happen on the street?
It would be lovely to see some of the international brands come into the street, but as far as I can see that is not happening yet. Change happens all the time so if that happens that would be fabulous. I have suggested they put some trees along the street to make it prettier.