Elms Store
Rebecca Elms curates her favourite local brands and makers in her breathtaking retail space, Elms Store in Sydney’s Surry Hills.
Words: Hande Renshaw | Photography: The Palm Co
Photo: The Palm Co
Photo: The Palm Co
Rebecca Elms drew on her experience working in the retail industry when she decided to branch out and open her own design store, Elms Store, back in 2018.
‘I was the co-founder of two apparel and accessories labels for two retail stores in Sydney - so this was definitely a space I was familiar with,’ says Rebecca.
After three years on bustling Crown Street, Elms Store has recently moved to a brand new location, a mere few doors up from where the journey started!
‘The reason behind the move was to have a fresh start - after being in business for three years we had a greater understanding of what our customer wants and how to give it to them.’
Armed with a background in interior design, Rebecca was given creative freedom when designing the new store, creating a space that truly reflected the brands represented.
The redesign included completely gutting the existing store and restoring it back to its roots, complete with original brick work and beams.
‘I had always dreamed of a store with a traditional shop window and we now have that with the new space – we designed the space with flexibility in mind, so it can be changed around to suit the brands we’re showcasing at any given time.’
A favourite feature in the new space are the tiles from Bisanna, ‘I fell in love with the tiles before we had even signed the lease (I also had them installed at home!) they make any space feel calm and warm – which is exactly how I want people to feel when they’re welcomed into our store.’
Feature tiles from Bisanna are a standout feature in the space. Photo: The Palm Co
‘I fell in love with the feature tiles from Bisanna Tiles before we had even signed the lease (I also had them installed at home!) they make any space feel calm and warm, which is exactly how I want people to feel when they walk into our store.’ Photo: The Palm Co
“It’s really important as a small business, particularly in retail, to create an experience you can’t get anywhere else.”
The Elms Store edit is full of local brands that align with owner Rebecca Elms’ design and ethical values. Photo: The Palm Co
‘I had always dreamed of a store with a traditional shop window and we now have that with the new space,’ says Rebecca Elms. Photo: The Palm Co
The view from the upper mezzanine level. Photo: The Palm Co
‘We have so many incredible designers and makers here in Australia and New Zealand. There are so many wonderful people doing great things, I want to be able to encourage and support them.’ Photo: The Palm Co
When looking for brands to align with, Rebecca draws on whether she’s able to create a story and lend space in the store. ‘Most importantly, it’s about building a relationship with like-minded brands and designers who consider their environment and social impact,’ she says.
‘Sometimes a product might be perfect but when they don’t have enough of an offering they can get lost within the store.’
“It’s about building relationships with like-minded brands and designers who consider their environment and social impact.”
There’s no denying Rebecca has an eye for beautiful design, Elms store showcases incredible brands from the home and wellness space as well as apparel and footwear, with local brands including Addition Studio, Citta, Hotel Magique, Marmoset Found and Marle, Elka and La Tribe.
‘We have so many incredible designers and makers here in Australia and New Zealand – there are so many wonderful people doing great things, I want to be able to encourage and support them.’
SEE MORE FROM
ELMS STORE
387 Crown Street, Surry Hills 2010