Online homewares giant AURA has just opened their first official bricks and mortar store, and our bank accounts are terrified.
If you’re not familiar with the brand, AURA started up way back in 2000 (when the internet was just 20 nerds chatting to one another over dial-up), spruiking beautiful furniture, homewares and textiles. The online store has been running for about 8 years, Creative Director Tracie Ellis says it was time to buck the digital trend.
“We opened our doors a week ago and we’ve had some overwhelmingly positive feedback. We have all moved forward so far into the online world – it’s wonderful to be able to take a step back into communities, open a bricks and mortar store and create special places,” she says.”
AURA Concept Store has popped up on Malvern Rd in Malvern, and you can tell within about 0.8 second of walking inside that it’s going to do well with this crowd. The fit-out is—frankly—stunning. Beautiful exposed brick, boutique prints up on the wall, a mixture of textures and timbers.
The store is stocking its own signature pieces, along with top-line labels like MRD furniture, HK Living, Isamu Sawa limited edition prints, No.27 Fragrance House candles and tea from The Fitzroy Naturopath. You can even pick up the latest Memobottle and S’Well if your gym game needs a pick-me-up.
The staff are lovely, and happy to chat Pinterest boards and living room aesthetics until closing time at 5pm (we've put this to the test).
Depending on your level of impulse control, you might want to hide the credit card. It’s hard to leave this place without picking up something.
Image credit: AURA