Chilly Melbourne days are best spent rummaging through racks from store to store, and Penny Lane is one of Brunswick’s most beloved destinations to do exactly that. The unique Sydney Road boutique only opened in January last year, but it has already garnered a strong following among Melbourne’s fashion conscious.
On any given day a diverse range of customers can be found gasping and gushing over what’s in store, because Penny Lane’s ‘buy, swap and sell’ concept caters to a range of tastes, ages and styles. With an affordable mid-market price point, Penny Lane stocks unique garments and accessories that are often one of a kind, and all pieces go through rigorous inspection by owner Peta Stephenson.
“We’re very selective to achieve a curated collection, so there’s no fast fashion and only the best in stock.”
After researching the niche ‘buy, swap and sell’ idea over the past few years and studying the success of other stores such as SWOP, Peta started Penny Lane in order to provide a more localised service in Melbourne, and she is proud of what the store now offers to its clients. Beyond an extensive range of high quality, pre-loved designer clothing, Peta and her staff take the time to focus on each individual and what best suits their style needs with personalised styling assistance – a rarity in the fashion realm.
Peta’s background as an Image Consultant influenced her attention to this detail.
“We are very aware that people are crying out for good service, which is what we deliver. My staff come from fashion design backgrounds too, so they understand fit, shape and styling to carry out our cohesive vision. We tell our customers what works or what doesn’t, because we’d rather lose a sale than be dishonest. It develops a sense of trust with our customers and always brings them back, some even visit every week on the same day to see what’s new. Our lovely customers are more friends than clients.”
Weekly visits are a must at Penny Lane too; luxe brocade jackets, cute lace dresses and limited designer pieces arrive weekly, each with its own story. Peta attaches anecdotal swing tags which she calls the garment’s ‘clothes line’, to explain a snippet of history about where the piece was worn or constructed, leaving a personal message for the new owner. It’s an important message for fast fashion, reminding customers that recycling and reusing is a necessity in an industry that generates millions of tonnes of wastage each year.
“We love seeing clothes re-worn, relived and enjoyed anew. Our hand picked, sustainably sourced items come directly from the public and are resold for others to enjoy.”
For a sustainable, fashionable and affordable personalized shopping service, visit Peta and the team at Penny Lane Clothing Exchang, 145 Sydney Road, Brunswick, Victoria.
The Fashion Advocate x
