Where? On a corner of Flinders Lane, Melbourne. Known as the rag-trade belt of the city, the area is lined with hip boutiques, cafes, art galleries and bars.
Who? Alice Euphemia was started in 1997 by Karen Rieschieck and Caroline Price. It is now run solely by Rieschieck, who works with local design institutions such as the RMIT School of Fashion and Textiles to give local designers a higher profile. She has also been a judge for the Tiffany New Young Designer Award, which is part of the annual Melbourne Fashion Festival.
Fashion finds: Rieschieck displays the signature pieces of fledgling designers in her boutique and sells only merchandise that is designed and made in Australia or New Zealand. Look for unusual and quirky clothing and accessories for men and women by independent labels such as Romance Was Born, TV, Mala Brajkovic, Mjolk, Antipodium, Friedrich Gray, Michelle Robinson, Josh Goot, Tina Kalivas, Maus Cat Berlin, Maise and Kate Hurst. The shop is also known for its collection of jewellery by the likes of William Griffiths, Iggy & Loulou, Lucy Folk, Fiona Watkins and Julia deVille.
The vibe: whimsical and colourful, the two-storey boutique features stained-glass windows, suspended clothing racks and glass cases displaying jewellery. Bags and accessories line the shop and the works of guest artists are prominently on show on the walls.
The clientele: discerning hipsters and visiting celebrities.
Extras: Alice Euphemia will be opening a second store at the end of this month.