The Birth of Innocence & Attitude – A Leap of Faith and Family
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!
