Independently Owned, Locally Grown, Community Loved
Jules celebrates 10 years in her Mission Beach boutique with new eye-catching signage. Photo credit: Helen Cook
With a love of colour, an eye for something different and a passion for helping women look and feel their best, Jules Fashions is celebrating 10 years in its current Mission Beach premises, complete with a bright new look.
Owner Ilonka Julie Whitsed, known to everyone as Jules, has marked the milestone with new signage that's hard to miss.
Having previously worked in the health industry, Jules came to Mission Beach for a sea change and discovered a new passion in fashion retail. Her business journey began in 2014, when she took over a small, recycled clothing store on the Village Green before moving to her current premises two years later.
Today, Jules Fashions offers affordable women's clothing, jewellery, handbags, accessories and homewares, including colourful pieces from Mexico and India.
"I love clothes. I love colour. It's my passion," Jules said.
Her philosophy is simple: offer something different, keep prices affordable and provide good old-fashioned personal service.
"Affordability more than anything," she said. "I have a few ladies who come in, and they're wanting consultations on what to wear, so I provide that as well."
Jules isn't afraid to give an honest opinion, preferring customers to leave with something that genuinely suits them rather than simply making a sale.
She also takes pride in choosing labels that complement, rather than duplicate, those stocked by other Mission Beach boutiques. It's this individuality that attracts shoppers from Cairns, Townsville and surrounding communities looking for something different.
Among her loyal customers are grey nomads who return each year, sometimes wearing outfits purchased on previous visits. While she might not always remember their faces, Jules often recognises the garments they're wearing.
And it's those relationships that make running the business so rewarding.
"I like people who walk away happy with what they've got and excited and come back and say, I've had so many comments about the clothes I'm wearing."
Visit Jules Fashions at Shop 6, The Hub Shopping Centre, Porter Promenade, Mission Beach, or phone 0477 470 449. Open from 9.30am to 3pm, six days a week, closed Tuesdays.
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