Placed on one of Geelong's most popular and bustling streets, Mayfield is a fashion lovers delight.  Annie, who owns and runs the store, has curated the perfect selection of classic staple pieces within the walls of her beautiful shop.  With a generous heart and wealth of knowledge Annie greats and assists her customers the way only a true lover of fashion can.  We popped in recently to have a quick chat and find out more about Mayfield. 


Tell us about Mayfield, where did it all begin and what was your vision?

Mayfield was launched in April 2017. After years of experience in the fashion industry, it was time to go out on my own and open my dream store. My vision was simple, create a womens fashion store that has something for all ages, focusing on effortless designs that are timeless.

DSC_0457 copy.jpg

What influenced the way you have designed and styled your Newtown store?

My style and design is quite minimal and classic. I didn't want the fit out of the store to take away any attention from the products, only to compliment them. White walls, light grey racks, sisal rug with old style chair and fresh flowers are my key design features that bring the store to life before of course adding the beautiful clothing and accessories.

DSC_0403 option b.jpg

What importance do you place on choosing quality Australian products in your store?

I love supporting Aussie designed and made products. 95% of my labels are designed in Australia and I definitely always source Aussie made, however sometimes this is hard to compete with off shore because of the compeditve price points.

DSC_0423 copy.jpg

What are your tips for staple pieces that will last the test of time?

I think its important to invest in staple pieces that are always in fashion and don't date after one season, no one wants a one hit wonder so be careful of trend styles! Key pieces I have in the wardrobe are, pure wool or natural fibre jumpers, a trench coat, white or floral shirts and blue denim. When in doubt keep it simple and remember less is more.

DSC_0507 copy.jpg

Where would you like to see Mayfield in the future?

I would love to launch an online store in the next 6 months. My plan is to have in store styling nights, with special guests, champagne and nibbles for all my amazing loyal customers. I'm already in talks with local artists to collaborate and display their work in store. My door is always open for ideas

DSC_0430 copy.jpg

Next time you venture down the always popular river end of Pakington Street, take some time to drop in and see Annie at 322B Pakington St, Newtown. PS there is currently a sale happpening!!

Ainsley and Kat