Denise Phillips took over ownership of Deniliquin women's fashion store My Shop as a challenge, and has succeeded.ZOE MCMAUGH January 4, 2013 6:23am
Denise Phillips celebrated her 21st anniversary as the owner of My Shop with her granddaughter Lily Marchant on Wednesday.
When Denise Phillips decided to buy local business My Shop in January 1992, she was looking for a change of pace.
And it seems the long-time local has found her niche, celebrating her 21st anniversary as the proprietor of the Napier St store this week.
Denise was working as an advertising consultant at the Pastoral Times when she decided to make the move to being a business owner.
It was after seeing My Shop advertised for sale in the Pastoral Times.
‘‘I had such great customers at the PT, but I felt like I needed a change,’’ Denise said.
‘‘I had always liked clothes and while I was at the PT the My Shop ad was in the paper.
‘‘Janet Danckert (now Arnold) had it for eight years before that, and I went to see her.
‘‘She was on the other side of the street, where the NAB Agribusiness office is now.
‘‘She was great in showing me the ropes, and took me to Melbourne to buy some stock.’’
Denise was enjoying being a business owner, but later felt she also wanted to a be a shop owner.
She and her husband Steve bought the former Butcher’s Butcher Shop building on the opposite side of the street, at 40 Napier St, and My Shop has been there ever since.
When Denise first took over the business she stocked three main labels - Jump, Diesel and Image.
She still deals in Jump, but said the labels and fashion styles have changed many times over the years.
‘‘Lots of things have changed in fashion,’’ she said.
‘‘Some labels have come and gone, and the styles have too.
‘‘But I have always felt I have quite a classical style in ranges.
‘‘The labels can often rotate, but at the moment I have Jump, The Ark, Aero, Meredith and Free Woman, and they are generally sizes 8 to 18.’’
Realising her customers were seeking more than clothes when they came to her shop, Denise soon expanded.
‘‘Lots of girls would come in and ask ‘do you have a little necklace to go with this?’,’’ she said.
Handbags, jewellery, shoes and a range of Bellissima under garments are now also available. And Denise always has the latest styles of Oroton sunglasses as well.
Not many local specialty shops have lasted as long as My Shop, and Denise says she still enjoys her job every day.
‘‘I still love it,’’ she said.
‘‘I have met lots of interesting people, and I have had some customers shop with me from the start.
‘‘The children of some of those women now come in.
‘‘Deni is a great little town, we support each other.’’
Denise specifically wanted to thank all her customers for a great 21 years, and many more years to come.
She also thanked Bernadette Wilson, who worked with her for 15 years up until early in 2012, and her new shop assistant Clare Muldoon for helping her meet the needs of local women.
To celebrate My Shop’s 21st birthday, Denise has slashed 50 per cent off all clothing in store.
‘‘Come in and see myself or Clare and take advantage of the birthday specials,’’ Denise said.
Shepparton police pursued two youths on foot near Waters Rd this afternoon.
The Mulwala Lions took a huge step forward in the race for the Murray League title with a hard fought, low scoring, 15 point win, against the fancied Barooga outfit, in near perfect conditions at Lonsdale Reserve on Saturday.
Chelsea Campbell is excited with her new business venture, after purchasing Carol Taylor’s hairdressing salon in Hogan St.
THE Echuca-Moama Country Music Festival will kick off next week at Moama RSL with three days of entertainment under the one roof.
NATIONAL tree day came early for Rochester Secondary College with 16 students planting 350 trees in little more than an hour on Thursday.
Goulburn Valley Water, in consultation with the Department of Health & Human Services, has lifted the Boil Water Notice for the township of Tongala.
Australian Army Cadets unit keeps winning awards.
Berrigan Shire Council have approved a development application for six more independent living units to add to Berrigan’s Amaroo Self Care Unit block.
HEATHCOTE Park Raceway was back in action on Sunday with a surprise for those expecting owner Russell Clarke to be enjoying his retirement.
Dozens of birds of all shapes and sizes flew the coop as Cobram hosted its inaugural poultry auction last Sunday.
Neil Buckley has been inducted as president of the Deniliquin Lions for the next 12 months.
Superior Seed Co ran a successful Winter Cropping Field Day at Deniliquin last week.
The Benalla Giants came out winners in both the under-14s and under-16s against the Benalla Bulldogs on the weekend.
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