Silvermaple Boutique in Brighton stocks popular denim label Not Your Daughter's Jeans

Silvermaple Boutique in Brighton stocks popular denim label Not Your Daughter's Jeans. Image credit: Not Your Daughter's Jeans.

Silvermaple Boutique in Brighton offers a range of boutique women’s labels that keep shoppers coming back time and time again.

The store has been open for three years, following the success of Silvermaple Boutique in Ashburton, which has been around for about 11 years.

The boutique stocks timeless pieces by brands such as Mela Purdie, Verge, Not Your Daughter’s Jeans, Tani and One Season.

Silvermaple’s target market is women aged 40 and above who are looking for quality lifestyle garments.

“It’s aimed at a modern, classy lady who appreciates good fits in clothes and good fabrics, who knows her brands and will follow the brands,” said owner Leasa Cahill.

“We’re not a cheap store, by any means; we’re probably middle of the market.”

Ms Cahill said the store had built a loyal customer base because of the quality of their products.

“They’re not available in major department stores, so they are sought after,” she said.

“It’s taken time, as any business does, from when you open the door, and really our business is very much built on client relationships.”

Silvermaple Boutique in Brighton stocks summer beachwear label One Season.

Silvermaple Boutique in Brighton stocks summer beachwear label One Season. Image credit: One Season.

For Ms Cahill, the passion for retail runs in the family.

Her mother has run a boutique women’s clothing store in Bendigo, called Shop 12, for 20 years.

“We’ve been in the game a long time,” she said.

“Mum and I go buying together for the labels we stock.

“I love retail, I love fashion, and it’s really about client relationships and wardrobing with people.”

Ms Cahill said the highlight of her work was her clients.

“It’s the relationship you have with people, knowing what they’ve bought with you before and adding new pieces each season,” she said.

So, what are her fashion tips?

Ms Cahill said too many women bought single items, rather than looking at the whole picture.

She recommended “treating your body like a canvas” when pulling together outfits and learning how to wear things in different ways to style things up.

“Sometimes (it’s better) having less in your wardrobe but having better pieces and learning how to wear them to make them look different,” she said.

Silvermaple Boutique is open 10am – 5.30pm Monday to Friday, 10am – 5pm Saturday, and 11am – 5pm Sunday.