Blog Posts — ladies

People often ask me what a “typical” day looks like running Innocence & Attitude—and the truth is, no two days are ever the same. But if there’s one word that sums it up, it’s busy.

I usually start my day around 7.15am, and it rarely winds down before 10.30pm (sometimes even later). Like most working parents, my mornings are a whirlwind of making sure the family is sorted: housework, pets, meals, kids’ rosters and appointments, learner driver hours, and making sure my husband and I are on the same page for the day ahead. And then, it’s into full business mode.

I work six days a week in the shop. The doors open at 9am and most days I’m there until 5.30 or 6.30pm. And even though the store is open to the public during that time, there is so much that goes on behind the scenes. Customer service, steaming and displaying stock, processing online orders, replying to messages and emails, scheduling social media content, organising staff, ordering and receiving stock, doing payroll, paying bills, data entry... the list is long and constant.

And if that wasn’t enough to keep me on my toes, I also handle the day-to-day admin for our family’s other small business—our pest control company. Yep, two businesses, one very full inbox!

But here’s the thing: I love it. I love the variety, the chaos, the people, and the challenge of building something meaningful. I love watching customers walk in and light up when they see something that makes them feel good. I love catching up with reps, photographing new arrivals, and creating a space that reflects both who I am and what I stand for.

There’s a lot of strategy and intention behind everything, from the brands we stock to how we merchandise the floor. But there’s also a lot of heart. I genuinely enjoy the connection side of this business. Whether it’s helping a Mum find the perfect outfit for her teen or watching someone rediscover their confidence through fashion, it’s incredibly rewarding.

Of course, balance is still a work in progress. I’m a Mum to a 16 and 21-year-old, a wife, and a human who also needs rest and breathing space. I’ve learned to be really intentional with my time. I forward plan meals, keep my phone calendar packed with to-dos, and communicate constantly with my family and staff to keep the wheels turning.

And when things don’t go to plan—which happens—I give myself permission to pause, reset, and remember my “why.”

Because at the end of the day, this business isn’t just about clothes. It’s about connection, confidence, and community. And that’s what makes even the busiest days worth it.

Next month, I’ll be sharing the biggest lessons I’ve learned from building this business from the ground up—including a few I never saw coming.

Opening Innocence & Attitude wasn’t just about starting a business—it was about creating something that didn’t exist, something I knew was missing. As a Mum of two at the time, I often found myself frustrated by the lack of quality, age-appropriate clothing options for tweens and teens. No matter which store I walked into, there would only ever be one small rack—if that—dedicated to this age group. And if I was lucky enough to find anything at all, it was rarely from an Australian brand.

This was all before online shopping had taken over the way it has now. So I started thinking: what if I created a store just for them? A space that filled that gap, that focused on individuality, quality, and style, without sacrificing comfort or confidence. The idea sat with me for about two years.

Since the age of 13, I have worked in various small businesses, learning everything I could. Mostly in the hospitality and retail fields. I absolutely loved my employment history, the fast-paced, people-focused nature and helping people. I felt in my heart that one day, I’d take the leap and open something of my own.

But life had some twists and turns for me first.

In 2004, I had my first child—my son—born at just 28 weeks. What followed was a rollercoaster of NICU stays, health battles, and eventually, a diagnosis of a kidney condition at age six that required two years of intensive care and support. Then in 2014, I lost my dad unexpectedly. He was my hero, my best mate, and I faced my life without him at just 37 years old. His passing changed me profoundly. It made me look at life, and time very differently.

I had always imagined “one day” I’d do something brave. But in those moments, after surviving so much and turning 40 in 2016, I decided I wasn’t going to wait any longer. I was done waiting for the right time. I was done asking “what if?” The answer became clear: it was now or never. What was the worst that could happen—after everything I’d already been through?

In September 2017, Innocence & Attitude opened its doors in Swan Hill.

The name? It was inspired by my kids. Caylee was 9 at the time—full of wonder and softness—and Brayden was 13, hitting those early teen years with plenty of, well… attitude. The name captured exactly what I wanted the store to represent. A little bit of edge. A lot of heart. A boutique space that celebrated individuality, style, and confidence, especially for the age group so often overlooked in fashion.

I’ve always had a love of styling, but more than anything, I wanted to create a space where people felt seen, where you didn’t have to “fit the mould” to feel good in what you wore. A space that was inclusive, exciting, and thoughtfully curated—somewhere that balanced edgy with effortless.

Innocence & Attitude is more than just a store. It’s a journey. It’s my story, woven into every rack, every label, and every conversation I have with the people who walk through our doors.

Thanks for being part of it.

Next month, I’ll be sharing what a typical day in my life looks like as a business owner—spoiler alert: there’s no such thing as typical!

At Innocence & Attitude, we’re passionate about stocking pieces that reflect the
unique personality and lifestyle of our customers, modern women and teens who
want their wardrobe to feel both effortless and elevated. That’s why we are proud to
carry Foxwood, a brand that has become a firm favourite in-store for all the right
reasons.
Foxwood is where casual comfort meets polished style. Born from the creators of
Elm Lifestyle, this brand knows how to blend feminine silhouettes with everyday
wearability, and the result is nothing short of magic. Every piece from Foxwood is
thoughtfully designed to work for your real, everyday life, whether you’re doing the
school run, catching up with friends over coffee, heading to work, or enjoying a laid-
back weekend.

The Perfect Fit for Innocence & Attitude
When selecting brands for Innocence & Attitude, we look for collections that combine
quality, comfort, and versatility with a little something special.  Styles that feel on-
trend without being trend-driven. Foxwood ticks every box. Their collections feature
flattering cuts, premium fabrics, and clever details that elevate basics to something
you’ll reach for again and again.
Foxwood’s use of muted tones, relaxed lines, and soft textures makes each piece
effortlessly wearable across seasons. Their clothing is the ultimate layering dream
for Autumn and Winter and is just as easy to mix and match when the weather
warms up. Whether it's their iconic fleece crews, flowy dresses, structured pants, or
beautifully tailored jackets, there’s something for every wardrobe and every moment.

Quality That Lasts
We know our customers value investment pieces that look as good after the tenth
wear as they do on the first, and that’s exactly what you get with Foxwood. Their
commitment to quality is clear in every stitch. Fabrics are soft yet durable, and the
craftsmanship ensures your pieces stay in shape and colour wash after wash. It’s
stylish fashion with substance, something we stand behind proudly.

Stylish for All Ages
One of the things we love most about Foxwood is how ageless the designs are.
Teens love the relaxed vibe and easy layering options, while women in their 30s,
40s, and beyond adore how put-together and flattering the pieces feel. Whether
you’re buying a timeless pair of jeans or adding a staple crew to your weekend
wardrobe, Foxwood delivers that perfect balance of style and comfort.

Try It for Yourself
At Innocence & Attitude, we’re here to help you find those wardrobe heroes that
you’ll love wearing on repeat, and Foxwood is full of them. Come in and try on the
latest collection, or browse online to see why this brand is one of our top picks. If
you’re after versatile, elevated basics with a hint of attitude, you’re going to love what
Foxwood has to offer.

While the sun is still shining and the temperatures are soaring, the change of season
is just around the corner. Autumn in Australia doesn’t mean an instant switch to cold
weather, we often experience warm days well into the season. That’s why having a
versatile wardrobe is key! Whether you need lightweight, breathable options for
the lingering heat or cozy layers for those cooler mornings and evenings,
Innocence & Attitude has everything you need for the whole family. From bold
graphics and essential basics to denim, trackies and jackets, we’ve got
you covered no matter what the weather throws at you!

For the Boys
Autumn is all about layering up while still keeping things fun and functional for the boys.
This season, we’re bringing in a fresh mix of jeans, tees and hoodies, from bold graphic
designs to classic, everyday basics. Tracksuits remain a go-to for both comfort and style,
perfect for school, weekend outings or just hanging out.

And for those warm Autumn days, shorts and tees are available all year round at Innocence & Attitude, making sure you're always covered no matter the season.

For the Girls
Comfort meets style with the return of matching hoodie and trackie sets in 2025. Offering an effortless and on-trend look.

One of the biggest changes this season? More jeans than ever before! Our
expanded denim range gives girls plenty of options, from relaxed styles to fitted favourites.
Plus, basic tees are making a comeback in a big way, with Eve Girl leading the
charge. Perfect for layering under jackets or wearing solo on milder days.

For the Men
We know guys like to keep things simple but stylish, and this season is all about trackies,
jeans, tees and hoodies in easy-to-wear styles. Bold graphics are taking centre stage in
mens fashion, with standout prints that make a statement while staying effortlessly cool.
Whether you’re after casual weekend wear or laid-back street style, we’ve got the essentials you need.

For the Ladies
Denim remains a staple in every wardrobe, and this season we’re offering a variety of jeans to suit every style. Mid to high-rise, skinny to wide-leg, and everything in between. Pair them with a classic denim shirt, soft and cozy crews or a stylish jacket to complete the look.
Speaking of outerwear, jackets are the must-have item this Autumn, offering warmth, comfort, and a trendy finish to any outfit. There will be a variety of jackets on offer at Innocence & Attitude. As well as our mix-and-match basics, which make it easy to create versatile outfits that work for any occasion.

Trending: Bold, recognised and loved graphics

One of the biggest trends this Autumn? Bold, statement graphics across all categories, kids, ladies and mens fashion. Whether it’s branded tees, standout hoodies, or eye-catching prints, these pieces add personality and a modern edge to any outfit. If you love showing off your favourite brands in style, this is your season!

We’re Here for Every Season, All Year Round
One of the things that sets Innocence & Attitude apart from the big retailers is that we stock clothing for every season, all year round. Heading overseas during the Aussie Winter and need bathers? We’ve got them. Need a warm jacket in the middle of Summer? No problem.
Unlike major chains that rotate stock seasonally, we make sure you always have access to what you need when you need it.
Plus, by shopping with us, you’re supporting a locally owned and operated business that is committed to offering high-quality Australian brands. Your support helps small businesses thrive while giving you access to unique, stylish, and practical clothing choices for the whole family.
This Autumn, stay cozy, stylish and ready for any occasion with Innocence & Attitude. 

Shop our Autumn Collection now and discover fashion that fits your lifestyle every season and all year round!

We're excited to announce the expansion of our collection to include a stunning range of ladies wear!

At Innocence and Attitude, we're committed to providing stylish, high-quality
clothing for women of all shapes and sizes. Our recent addition to womens fashion features three fabulous brands: All About Eve, Silent Theory, and Foxwood.

All About Eve

Brings a refreshing blend of contemporary fashion and effortless style. Their pieces are perfect for everyday wear, featuring trendy designs that easily transition from day to night. Whether you're looking for a casual outfit or something more sophisticated, All About Eve has you covered.

Silent Theory
Silent Theory is all about creating a relaxed, laid-back vibe. With a focus on comfort and versatility, their collection includes essentials that can be dressed up or down. Expect to find soft fabrics, unique prints, and easy-to-wear silhouettes that will quickly become staples in your wardrobe.

Foxwood
For those who appreciate a classic touch with a modern twist, Foxwood is the brand for you.
Their pieces are designed with an eye for detail and a commitment to quality, ensuring you look good and feel great too. Foxwoods collection includes timeless styles that celebrate the beauty of simplicity. Size Inclusivity.

At Innocence and Attitude, we believe that fashion should be accessible to everyone. That's why we offer sizes 6 to 16, and sizes 18 to 22 when available. We also have oversized styles to cater to those who require larger sizes. We aim to ensure that every woman feels beautiful and confident in what she wears.

A Journey of Discovery
Launching our ladieswear collection is just the beginning of an exciting journey for us. We understand that this will be a trial-and-error process, and we're committed to learning and evolving with our customers needs. Your feedback is invaluable, and we're here to listen.
Over time, we'll better understand what styles, fits, and sizes resonate most with our customers, allowing us to curate a collection that truly reflects your preferences.
We invite you to visit us and explore our new ladieswear collection. We can't wait for you to discover the beautiful styles from All About Eve, Silent Theory, and Foxwood. Your fashion journey starts here at Innocence and Attitude, where style meets individuality!
Ready to refresh your wardrobe with styles from our latest ladieswear brands? Visit us in-store to explore the full range and try on your favourites, or shop online from the comfort of your home. Whether you’re adding staple pieces to your closet or searching for something unique, you’re sure to find it here.

Discover the new Innocence and Attitude ladies collection today and embrace fashion that fits you perfectly!