Ulladulla, NSW
Ulladulla is situated on the south coast of NSW, between Nowra and Batemans Bay, and is the commercial and retail centre for the coastal resort district.
The town?s harbour is the heart of the local fishing industry and every Easter hosts the Blessing of the Fleet Festival, a traditional ceremony held to pray for the safety of the fishing fleet during the fishing season.
Ulladulla offers a relaxed atmosphere, stunning scenery and a wide range of activities including boating, fishing, snorkelling, diving and surfing.
It also boasts pristine lakes and estuaries and safe beaches.
Despite a slump in tourism during winter, local retailers report that the tourism industry peaks in the summer months, with many visitors flocking to Ulladulla to enjoy the unspoiled beaches and attractions offered by the town and its surrounds.
Kent Saunders, co-owner of surf store Saunders of Ulladulla, has been trading in the town for 29 years and says tourism is a major contributor to the local economy.
"The population [of the Milton, Ulladulla & Mollymook district] is approximately 16,000 normally. But with a tourist trade, which increases from Boxing Day to mid January, it rises to around 45 to 50 thousand people minimum," says Saunders.
"The Easter period is similar. For [the] Easter period Ulladulla is a tourist resort basically. My business is sustainable through the slower times because we've been here for so long."
Saunders of Ulladulla caters to men and women and stocks major surf labels including Quiksilver, Billabong and Ripcurl.
The town's main street is built on a steep slope around the Princess Highway and is lined with boutiques, cafes and specialty stores. Other shopping areas in the town include Rowen?s Arcade and Ulladulla Plaza.
Janelle Black, owner of women's boutique DenimBlue, says the town's prime location on the sea and main highway -- offering easy accessibility and charm -- makes it a popular holiday destination.
"Ulladulla is only three hours? drive from Sydney and is a beautiful part of the world. There are lots of things to do and explore in the area," says Black.
The key to maintaining a successful independent boutique in a rural town is to provide a broad range of clothing covering more than one market, she says.
"Being a small town you have to diversify. I mainly stock casual wear with a little bit of boutique wear such as dresses."
DenimBlue is located in Rowen?s Arcade, adjacent to the Princess Highway and caters to women of all ages, stocking brands such as Lee Riders, Levi's and Forecast.
"We have a good clientele," says Provost. "Locals are pretty loyal to us. There's not much competition either."
LOCATION: 230km south of Sydney.
POPULATION: Approximately 6,000.
ATTRACTIONS/ACTIVITIES: Beaches, fishing, snorkelling, diving and whale sighting.
MAJOR INDUSTRIES: Fishing and tourism.
STORES: LABELS: Caroline Morgan, Raw, Prada Kids, Quiksilver, Billabong, Ripcurl, Lee Riders, Levi's, and Forecast.