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As two self employed sisters with separate small businesses we often discussed new ideas and plans together. The idea of plain janes seemed to come from nowhere but it was just 4 months from the time we first mentioned the idea of a store to our opening night. We had both recently moved back to the Central Coast after living in Perth and London and after a day in Sydney first discussed the idea of opening a store which could be a mix of our favourite shops from around the world. Our vision for the store was to provide a treat for the eyes. A place that was simple yet inspirational and where everything you saw you could buy. We immediately began sourcing brands and products and pouring over instagram feeds for style ideas and inspiration. We were excited to bring something new to the coast but at the same time showcase some of the incredible local businesses that have been emerging.

Our main focus was for womens fashion, we felt that there was a gap for a store that provided everyday comfort clothing with a focus on quality and simple style but also being fashion focused. We wanted to provide a selection of accessories, homewares, toys and kidswear so that anyone could pop into our store and find something for themselves or for a friend. We set high standards as to how we wanted to merchandise our store as well as serve our customers and its amazing to see it all coming into fruition.

Its has been such an exciting time to open a business in Long Jetty on the Central Coast. The already bustling area is now thriving with creatives and new businesses. We’d love to have you visit us in Long Jetty but we are so pleased to be able to bring you a taste of it online. We hope you enjoy shopping our favourite finds. We promise to continue to share with you quality brands and a constant flow of beautiful style and fashion.

xx Amelia and April.​

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