AURA Home founder Tracie Ellis and her talented team have opened the doors to the new Aura Home Concept Store. Located in a beautifully refurbished, heritage-listed building in Melbourne, the store features a series of individual room spaces showcasing the impeccable styling this loved homewares brand has become known for. For the first time ever, fans of the brand can see, touch and feel products as they stroll through the store, moving between the dining and living rooms, and on to the bedroom and bathroom area.
In addition to the current collection of bedlinen, cushions, throws, towels, natural rugs, baskets and stoneware, the team have curated a beautiful range of furniture pieces, lighting, design books, travel guides, jewellery, wallets, tote bags, candles and bath & body products from local and international brands, as well as a selection of gorgeous handmade wooden toys for the littlest AURA Home customers. And with Summer just around the corner, shoppers will also find inspiration for garden and outdoor-entertaining, with a selection of planters, uniquely stylish beach umbrellas and beach bags in the latest shades.
Established in 2000, AURA has opened the bricks and mortar store after been running a very successful online store for about eight years. Tracie says that while there’s no doubt there is a huge customer base that loves the convenience of shopping online, there are also a lot of customers who like to touch and feel their product. “Our product is very texture driven, our new store is our place to meet our loyal customers and new customers, and inspire them to create beautiful spaces in their homes. We opened our doors a week ago and we’ve had some overwhelmingly positive feedback. We have all moved forward so far into the online world – it’s wonderful to be able to take a step back into communities, open a bricks and mortar store and create special places.”
Made up of two smaller stores combined into one, the store features stunning brickwork that has been rendered and finished with a beautiful Porters French wash, while the the exterior wall is covered with a lovely ivy. Inspired by the concept of home and what it means to us all, Tracie worked with interior designer Amanda Lynn to create different areas of the home within the retail space. The thoughtful design enables customers to visualise how the beautiful range of products will work in their own spaces. Included in the layout is a living room area to showcase the AURA cushions and throws, a dining area featuring the brand’s beautiful ceramics and linen, a cosy bedroom space for the AURA sheets and quilt covers, and a gorgeous grey bathroom area draped with the luxe AURA towels.
The store offers a range of wonderful brands and products which compliment the AURA collection including MRD furniture, HK Living, Isamu Sawa limited addition prints, no.27 fragrance house candles, The Fitzroy Naturopath tea, Sunday Supply co beach umbrellas, Knotty Towels, Nordstjerne paper Christmas decorations, Memobottle and S’Well water bottles, ASPAR, Meraki and Theseeeke bath & body products and beautiful books, travel guides and magazines from Hardie Grant, Fete Mag & Cereal mag – and more!
The Aura Home Concept Store is located in the inner eastern suburb of Malvern, a beautiful area and growing ‘home’ precinct. Gearing up for a busy festive season with Christmas shopping nights, the store will be open until 9pm this Thursday 7th Dec with champagne flowing. If you’re in Melbourne please have one for me! I can’t wait to visit the beautiful store next time I’m over.