Norwood, SA
"Those who wish for a comfortable retreat within a short distance from their employment in Adelaide be advised of a desirable opportunity within a mile from East Terrace on the east side of Hallett's Rivulet".
Thus it was that the <I>SA Gazette<P> advertised land for sale around Norwood in 1838. Today the City of Norwood, Payneham & St Peter's describes itself as "located between the gentle slopes of the east Adelaide foothills and Adelaide's central business district, home to a diverse and vibrant community". It seems after a promising start about 170 years ago, a lot has happened in Norwood. "I feel that Norwood is Adelaide's up and coming suburb", says Elizabeth Braben, manager of Birdcage, a women's and girlswear boutique on Norwood Parade. "We have been around for three years and since that time a lot has been going on. Norwood is developing into Adelaide's premier shopping destination."
Anna Lazzaro, shop assistant at Wasabi Fashions on Norwood Parade, agrees. "Not only are boutiques moving in but also chain stores such as Portmans. I think this is a real positive development. With more variety more and more shoppers are coming to the area." Another sign that something is brewing in Norwood, is that the first Adelaide Fashion Festival was held on Norwood Parade last November. It saw local designers and boutiques participating in different fashion shows and events, all hosted by the Norwood Parade Precinct Committee. With its own website brimming with news and information, this organisation actively promotes not only the suburb's retail, but the whole precinct including eateries and businesses. So what is currently selling in Norwood? "Tunics from brands such as Dogstar, Laika and Mayuki are among our bestsellers," says Anna Lazzaro. "They retail for around $100 and reflect the Asian influence we have in our store." At Birdcage, where among others Blue Juice, Piper Lane and Tigerlily are being stocked, Elizabeth Braben finds that "colourful bathers or generally one-pieces for around $100" are selling well. "Our target group is so diverse, I cannot put my finger just on that one particular piece or one particular brand," she says. With manifold customers making a market for manifold labels – many of them, such as WA brand Morrison, in the high-end category - Norwood seems to be bound in an upward spiral that looks set to outsmart the current downturn.
By: Carolin Schoengarth
LOWDOWN
Location: about 4km east of Adelaide CBD
Population: more than 34,000 (City of Norwood Payneham & St Peter's)
Brands: Blue Juice, Piper Lane, Tigerlily, Dogstar, Laika, Mayuki, Morrison, Nobu, Fifi