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Meet Fi, owner and founder.

Robe opened its doors in 2006, pioneering the now iconic Chancery Lane Bendigo. When Robe was dreamt up I didn't know what Nudie Jeans were or where to get so many coat hangers. Social Media didn't exist, I was on a first-name basis with everyone at Ikea Richmond and eBay made a fortune out of me. I had three credit cards and a 30K loan from someone who didn’t believe what I was going to do would work but wanted to support my determination and vision regardless.

My best friend Erin came up with the name Robe. We were brainstorming a word that embraced a place you kept your clothes or an item you wore. My train of thought- cupboard, wardrobe, closet, trunk. Erin was on point. Robe.

In reality, opening a clothing store, or any store was never in my sights. I still want to be a paramedic when I grow up. And a Marriage Celebrant. And a pilot. And master birthday cake maker. But the word itself resonated with me. My mobile number is made up of my name and 'robe' [cringe] and I operated under this entity for earlier projects which included photography work, uniform design, and personal shopping. I don't sound much like a medic, do I?

Hello 2006 and I wanted to start any business in Chancery Lane. At the time, I was part of the beauty team at Jools For Jim and we enjoyed our lunch breaks in the deserted laneway. I thought Chancery Lane could be beautiful and its untapped potential as a destination in its own right excited me. I have a science/IT background, so a hospitality business was never a consideration; plus things always seem to fall on me in kitchens. Genetic engineering dictated my passion for shopping and a clothing boutique was an opportunity where life experience could be drawn from, to romance its inception. I thought.

In reality, I have little personal interest in the hierarchy of fashion per se. I found it intimidating, shallow, and unsustainable. I dreaded meetings where I knew the designers themselves would be attending and I relied heavily on the internet for all things communication. Those that know me well will attest, that I'm pretty shy! I'm social but I don't like being center stage. I like to watch. I don't enjoy meeting new people and I don't like making small talk with strangers. But Robe has matured and so have I. Many of the talented designers and their colleagues, behind our brands, are now considered friends and I'm proud to be part of an industry that is working hard to achieve a standardised, environmentally and socially conscious platform.

Robe opened the year before the GFC hit. I believe this was a blessing, however. I know no different than the economic climate I've sailed, and I've never allowed myself complacency. It's a tough gig, this retail stuff. But it always has been.
I worry that I'm bad at 'business'. Have I invested too much of my heart into the store? I find it conflicting at times to make business-based decisions. When visitors’ kids swing off the racks and are rough with the lolly machine, race each other with lidless texta in hand, climb the counter and play with my product, I feel like they're messing up my room at home! But I suspect Small Business, Micro Business, is often like that. It's unequivocally personal, as is how you deliver your service and product. Perhaps in such a competitive marketplace, this is an advantage. Corporate regard customers as statistics, and Micro consider them people. We must.

Robe is very much an extension of myself, as such it defines me. The Florence Broadhurst pattern behind the Robe logo is tattooed on me. Literally. This is symbolic of a personally tough time I endured and the strength my new business gave me during this period.

I think anyone can open a shop and sell stuff. But it's the experience you offer your customer that sets it apart. A point of difference. I gave Robe an identity and a personality, and from our first day of trade on August 18th, 2006, I have prioritised customer service, attention to detail, communication, store presentation, engagement, and market presence over making a dollar. Robe turned Sweet 16 this year, 2022.

Once I sold a girl her wedding dress. There's still no bigger thrill for me when I'm having a day off than to see a Robe shopping bag held by someone on the street. Or the validation of a photo on FB and Instagram or in a local publication, of someone having fun at an event wearing something from the store. My first Christmas in trade and everyone since makes my Christmas morning one of a kind. I imagine people opening gifts lovingly picked out for them from Robe. I get a buzz out of selling store gift vouchers (in glass bottles with lollies in them). I know they were sought for their recipient because they want to be part of this space that I've created. Recently a tourist from out of state produced a map of Bendigo she'd printed, asking for directions. I was humbled to see Robe penciled in as one of her destinations.

Robe's been privy to some celebrity visitors too. You may recognise Gotye, Abi Tucker, Shane Crawford, Denise Scott, Anh Do, Molly Ringwald, Ally Fowler, Peter Phelps, Jane Seymour, Powder Finger, Tim Rogers, (does it count if I hid in the storeroom?), Casey Chambers, Ricky-Lee Coulter and the boys from Jet (...or down the laneway in another store?) and plenty of professional football players who probably expected that I knew who they were but didn't. Hmmm, I'm a long-time sufferer of starstruckitis, but I think it's neat they found their way to my little store.

Would I do it again if I knew it was going to be this hard? Probably not. Sometimes it's better not to know exactly what you're getting yourself into because then you chicken out. But I don't regret it for a second. The key(s)? Be open to re-learning what you already thought you knew. Don't be too proud. Plus learn new stuff too. Set achievable goals. I've learned Auslan. I completed a pole-dancing course. I started manufacturing belts and I even faced my public speaking fear by facilitating a live talk with Vogue Magazine's longest-standing Editor in Chief on stage at the Capital Theatre. I've coordinated four RSPCA Million Paws Walk for Bendigo, and I conquered Tasmania's infamous South Coast Track. I've driven my son around Spain on the other side of the road in a motor home solo for 3 weeks, ran a half marathon, started my General Aviation RPL flight training, and landed myself a seat on the Bendigo Tourism Board as PR Officer. I'm studying Paramedicine at uni full-time and I volunteer for St John Ambulance.

Do things that have NOTHING to do with your mates, your work, and your family. But do keep them close! Family keeps you grounded. There's nothing like an unsuspecting leaky nappy on a long car trip, a 3-year-old that won't do as she's told unless you call her princess, a 7-year-old that won't eat cheese and eggs from the same plate, or a long-haired indoor cat with diarrhea, to put things into perspective. I've drawn confidence from the love and support of my family and friends, especially when self-doubt creeps in, which is often when you're your boss. I've also learned that it is okay to stop living in a manner that suits the expectations of others. Change is good. And so is wine. Often. And exercise. Please exercise. Do it when the sun comes up because then you've achieved something before your day has even begun.

Many of Robe's customers and business associates are now good friends. I'm still working on balance and resilience, but I've been blessed with a renewed sense of community. Bendigo is GREAT, oh how it's evolved over the last decade. I am so thankful to be part of this dynamic landscape that I call my hometown. I am neighbours with some incredibly clever locals. I love beautiful things and styling comes naturally. For better or worse I am determined, stubborn, and unwavering optimistic. And ultimately, the creative opportunities and independence that Robe allows me, nurtures my inner goddess!

So what's next for Robe? Another store in Chancery Lane, maybe footwear? A Ward for my Robe? A make-over? I have a heavy vehicle license and am the proud owner of a cosmetically challenged 1970 Bedford bus. Am I scared? Always! But imagine what you could do if you weren't... Stay tuned.
Fi xx

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