Long a shining light of the Adelaide creative community, Naomi Murrell and her eponymous brand have been evolving quickly of late - recently adding a clothing line to the well-established jewellery range. Now she takes the next big step by opening the doors of her first flagship store.

The bold but feminine style of jewellery made by Naomi Murrell has struck a chord with the Australian market. She started out small – designing little collections – but has grown and grown with demand.

Earlier this year she added a clothing line to her release schedule. Her summer jewellery line was accompanied by her first capsule collection – Chase the Sun – a mix of pieces that combine relaxed fits with stylish cuts.

This week she took another big step by opening her very first flagship store on Ebenezer place in the city.

“The decision to open a flagship store was a natural progression for us in building a sustainable design business,” says Naomi.

“After learning from several years of taking our wares to market, two successful pop ups and a bit of formal business training, we realised that for our label to perform well, our three sales channels have to work in harmony with one another : wholesale, online and retail. They can enhance one another and they interact in surprising ways.

“We also feel that creating real world experiences for people is an important contribution, socially and culturally. No matter how seamless an online experience is – nothing beats having genuine interaction with a real person and product. Plus we love meeting our customers face to face and sharing our work in a tangible way.”

Managed by one of CityMag’s favourite people – Danni Harris (pictured with colleague Bella Hone-Saunders) – the store is a charming place to fully experience the Naomi Murrell philosophy. Beautifully but simply designed, it is un-intimidating,  friendly and provokes curiosity.

True to form, Naomi has chosen to stock a select range of other local labels in the store. She’s chosen products because they complement her own brand, but also says its important to help other creatives get a foothold in the marketplace.

“We’ll be stocking Vege Threads basics and E-S-T greenery,” she says. “It’s a tight selection of Adelaide designed goods which we appreciate personally and happen to complement our jewellery and clothing lines really well. It just makes sense to present them alongside our label, and share their awesomeness with our customers.”

The store is another major part in the evolution of this excellent Adelaide label, but CityMag has no doubt there’s more great things just over the horizon.