Alice Euphemia

A place for all the finest beauties that contemporary Australian and New Zealand designers pump out.
It’s an assortment of the best in the class. We’re talking Romance Was Born, Ellery and Carly Hunter (just a few of the assortment).
Sure, it’s not cheap but it’s beautiful. This boutique is even just nice to go for a stroll through. There’s a lot for the fashion conscious to spend here.
The pieces (yes, pieces, not clothes, for here it is art) come from a variety of designers, and moves around depending on who’s latest collection is doing what. There are some killer clothes are and amazing jewellery. It’s all very good quality and you get to see what the cool kids of Australia and New Zealand are up to, the crafty things.
Utterly amazing.

Oh, how I wish I could afford to shop at Alice Euphemia…
Their men’s section is only small, but they’ve always got some amazing pieces in store. They often have off-​site «garage sales», which are big events because they sell old season stock from all of their suppliers (most, if not all of whom are from Australia and New Zealand).
The clothes at Alice Euphemia are definitely not cheap. And most of their stuff is quite showy — like crazy colourful jackets in interesting cuts (so their not the types of things that you could wear too often). Hence, why I’ve only ever bought a couple of more basic items from there. But if you can afford it, do it. Hot babes will totally throw themselves at you.
Oh, and they also have a really cool jewellery selection, so it’s an awesome place to buy gifts for chicks.

I first encountered Alice Euphemia over a decade ago when an artist friend of mine started selling his unique pieces of jewelery through this shop. They continue to stock only the work of local Australian designers. I am delighted to see that they have grown and prospered.
They have a very attractive location in Cathedral Arcade with its lead light ceiling on the ground floor of the Nicholas Building. The Nicholas Building has the studios of many jewelers and fashion designers and it intersects with Flinders Lane in the heart of Melbourne’s arts scene.
I had to take C. to see their stock of jewelery and although though she was impressed and enchanted by it, it was the clothing that really impressed C. Even, I knew about the label, Romance Was Born after seeing an exhibition of their fashion at GOMA in Brisbane. I can’t remember if C. bought anything but she was very glad that I showed her the shop.

If you’re visiting Melbourne, stop reading this review right now and hightail it to Alice Euphemia.
Alice Euphemia prides itself on one main thing — championing Australian design. Stocking the who’s who and who will be of Australian designers (oh okay, and the odd New Zealander for good luck) Alice sports a rather impressive lineup of local talent.
Probably geared more toward the fashion forward amongst us who are prepared to invest in what they love rather than the more classically inclined, Alice may be the place you find the ultimate souvenir.
Importantly, Alice will only accept stock that is made locally. This means a purchase here supports not just Australian retail and design, but also Australian manufacturing.
So really, shopping here is an entirely selfless act.