Deluxe Lorne: Renea Forsyth
“I love the relaxed vibe and beauty of the Surf Coast. I feel, especially this year, that people are valuing fresh air and curated small boutiques, rather than generic spaces.
The idea of dressing customers to look and feel their best is paramount and we love getting to know our clients and welcoming them to be inspired by beautiful quality fashion.
We have employed so many local people over the years that have inspired me and helped the business thrive, with special mention to Lisa Schreier and Nicky Mueller.”
Renea Forsyth founded Deluxe Lorne in November 2000, bringing the best Australian and international designer fashion labels to a client base that now extends across the Surf Coast region. She initially had the idea to bring luxury sunglasses to Lorne, with the addition of noteworthy denim brands and fashion labels, she has created a boutique shopping experience for men and women.
Renea loves the relaxed vibe and beauty of the Surf Coast. “Every item we stock is personally selected and tried on by me which takes time. Nothing is automatic and it is an independent curation that is unique to us. Instagram has provided a great opportunity to get our name out to a wider community, stay connected with customers and co-promote with designers.”
“The idea of dressing customers to look and feel their best is paramount and we love getting to know our clients and welcoming them to be inspired by beautiful quality fashion. We think, who is our customer, where are they going and what are they wearing?”
Most popular product?
One of the best performing categories instore is denim, with leading global brands AG Denim, Citizens of Humanity and J brand on offer. Renea is also proud to support small Australian labels. “If they are manufactured here, all the better, such as Le Stripe that is made in Melbourne.”
To add a local element, she has also created her own signature line of handmade candles, body washes and scents, under the brand Great Ocean Road Studios. Designed to transport you to fragrant tranquility, with inspiration coming from living on the coast.
You might be surprised to know that…
Renea also runs the local Lorne Pharmacy. She grew up in Perth where her passion for the beach and fashion began. Her Mum, a patient and creative seamstress, would take her to fabric stores and she would spend hours leafing through pattern books. You could say fashion was her calling, but she went onto study Pharmacy. This would lead her to relocate to Lorne in 1992, when she met her husband Randall, a fellow Pharmacist. Together they they have raised 3 sons, Harry, Connor and Jack. Randall is involved in the business administration side of Deluxe Lorne and in his spare time, you may find him playing a few gigs around the Surf Coast in his band The Beachniks.
Renea credits her business success to..
Her team. “We have employed so many local people over the years that have inspired me and helped the business thrive, with special mention to Lisa Schreier and Nicky Mueller. It's telling that many have worked, then returned to us and continue to be connected to Deluxe. Our suppliers are amazing, they give insight to help with selections and we work closely with freelance stylist Tammy Croucher.”
Shop Deluxe Lorne
Deluxe Lorne have recently taken their business online www.deluxelorne.com and you can follow Renea and shop her style on instagram @deluxelorne.
Deluxe Lorne 112a Mountjoy Parade, Lorne
Instagram @deluxelorne @greatoceanroadstudios