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Embracing change and putting customers first: How Love Affair Boutique is still going strong after 15 years
07/03/2025
When co-owners Renee Demana and Emily Corletto marked Love Affair Boutique's 15th anniversary last November, they celebrated in understated style.
“We didn't have a party or anything like that,” says Renee.
“We just went out for dinner as a team, but it felt really special. And of course we celebrated it online as well.”
Sharing the love on social media was an appropriate way to acknowledge the achievement given the constantly shifting retail landscape that Love Affair has navigated since 2009.
“When I first opened, there was almost no social media,” recalls Renee.
“But so much has changed since then, and I honestly don't think we'd still be here without it.”
“Customers are really influenced by what they see on social media – they want to look like celebrities and bloggers, to wear what they're wearing."
"But a lot of people are very time-poor. So we have a huge following of people who will see the pictures we post and then call us or come in and try it on”.
Fortunately, getting inspiration online hasn't meant giving up on the personal experience offered by a bricks and mortar business.
Unlike many boutiques, both owners are in the store several days a week, which allows them to spend plenty of time with their regulars.
“We probably know 80% of our customers by name,” Renee says.
“We also know their kids' names, when their children got married, when they're going to a wedding... We've seen them go through high school, get married and have children themselves”.
That personal touch has been one of Love Affair's trademarks since the boutique opened on Glynburn Road in 2009.
Within five years, Renee moved to the current premises at 439 Magill Road because “we wanted more space.
That meant we could have more stock, more labels and offer more options for customers,” she explains.
“While some boutiques are quite small, we have a beautiful space where you can actually see the clothes properly while you shop.”
The ample parking was the icing on the cake, and “it makes everything so convenient – if you need a new top for tomorrow, you can find something and be in and out in ten minutes. It's just easy.”
Many more changes have followed in the years since.
Renee stopped creating her own designs when COVID made it difficult to visit manufacturers and since then the store has reduced its range from 50 brands to around 30.
They still stock a wide range of Australian designers, covering every base from casual clothes to seriously dressy outfits.
“At the end of the day, we're happy that we made it through COVID and the current recession. We've been through a lot in the last five years and there aren't many boutiques left in metropolitan South Australia,” says Renee.
"We're still here giving our customers the best experience we can, and we're really proud of that”.
Visit today
W: Love Affair Boutique
A: 439 Magill Road, St Morris
I: @loveaffairboutique
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