After opening its doors 12 months ago, the Alice McCALL flagship store in Chapel Street has fast become one of the South Yarra shopping district’s best love boutiques. Celebrating the boutique’s first birthday in keeping with the aesthetic of the eponymous designer, the milestone was marked with a tea party, complete with amazing cakes from Sticky Fingers Bakery and delicious refreshments from Santa Vittoria.

The boutique itself served as the venue, with the showroom-styled space delicately embellished with flowers with the equally styled cakes on display on the counter.


After the festivities began at midday, fans of the much-loved label came to share a slice of cake with the team and shop the latest collection. And even though it was their birthday, the best present was given to all that came to help celebrate. A ten percent discount was given to everyone purchasing a piece on the day, with many of the attendees taking home a gift for themselves.

The Chapel Street boutique, alongside two additional boutiques in Sydney have become must-visit stores for fans of McCall’s sleek, feminine style. The boutique is stunningly designed, imagined as more showroom than store, providing a exclusive feel for their customers and allowing the collection to shine against a blank canvas.

The Alice McCALL Chapel Street store is located at 549 Chapel Street in South Yarra. For more information, visit alicemccall.com.

Images courtesy of Alice McCALL

About The Author

Paige Richards

Paige's nitpicking of misspelt menu items led her to find her love of editing. Living in her adopted city of Melbourne, she is ever in pursuit of the perfect coffee, and the perfect little black everything. And like the wise Carrie Bradshaw once said, she keeps her money where she can see it - hanging in her closet.

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