Designed in collaboration with Lonika Chande, the 789-square-foot space is as inviting as the garments it houses – a calm, tactile environment imbued with the brand’s signature softness. Following the runaway success of a summer pop-up on the same street, the new permanent home cements If Only If’s place among the independent gems that give Elizabeth Street its singular charm.
We sat down with Emily Campbell to talk about the long-held dream of opening her own shop, the enduring appeal of bricks-and-mortar retail, and what it means to create a space that feels like an extension of home.
Huge congratulations on the opening of the new store, which is absolutely beautiful. Can you tell us why now felt like the right time?
Thank you! If you ask anyone who knows me, they will tell you that this has been a dream of mine. I was always someone who ‘played shop’ endlessly as a child so the little girl in me is beaming. Of course, I also needed to have my business hat on and make sure that I waited for the right space – not too big or cavernous, an intimate space was needed – and, of course, on the right street. After the success of our summer pop-up on Elizabeth Street, the trial run confirmed to me that I had found our spot. It then all happened rather quickly!
How does it feel to have a bricks and mortar premises? You must be giddy with excitement?
I find myself just standing and staring at it, a bit like a mother with their first newborn. It’s a dream come true. I will say that I have always believed in the power of bricks and mortar and the importance of shopping ‘in real life’. There is no doubt that I can find myself fatigued by the overwhelming state of internet shopping. Turning up on beautiful Elizabeth Street to meet a friend for a coffee and mooch is surely one of life’s great joys. I’m thrilled to be part of that.
What drew you to Elizabeth Street?
Doesn’t it remind you of a JM Barrie book? It feels like you have stepped back in time while still feeling entirely modern day. It’s an escape of a street; the candy-coloured shop fronts, delicious cafes and even more delicious brands to shop. It’s such a treat to be part of something that feels so British but also doubles as a very international destination too.
You designed the space with Lonika Chande – can you tell us more about that process?
It was a dream to work with Lonika and her team – I’ve long admired her ability to make a space feel so welcoming yet bold. Crucially, I also knew she would be brilliant at bringing my basic vision to life as I really wanted the shop to feel like an extension of the business – feminine yet approachable. We used Edward Bulmer’s Hawtry for the exterior, which was such a perfect choice by Loni – unexpected yet so chic. Inside is reminiscent of a heavenly bedroom – pale pinks, paper geraniums, flashes of beautiful fabrics on the till curtain (that my mum whizzed up on her sewing machine for us).
Run us through the highlights… What aspect are you most excited by?
Oh just meeting everyone! I was in there on Friday servicing customers and was chatting to two long-time customers from Alabama and another from Ireland. It’s also so lovely to meet new customers and chat through what we are about. We also have some lovely store exclusives likes scrunches and lavender bags, and next year I’m planning some store-exclusive nighties too. We will be hosting some store events in the lead up to Christmas too so keep your eyes peeled!
