What better way to celebrate 40 successful years in business than by taking out an award? Sherelle Fashions in Tenterfield has done just that, winning Best Fashion Store in this year’s Best in the New England (BITNE) Awards.
The ladies’ fashion boutique, located on Rouse Street, was opened on 6 November 1985 by mother-and-daughter duo Maree Parker and Sheree Thrift. Over the past four decades, the store has built a loyal customer base locally, throughout the New England region, and beyond.
Maree, now 96, still plays a role behind the scenes, while Sheree continues to run the business full-time.
“Mum still comes down a few afternoons a week and helps out with pricing and other things out the back,” said Ms Thrift. “I’m so glad she’s still around—not just to see this win but to celebrate 40 years of the shop with us.”
The announcement of their BITNE win came as a surprise.
“We’re so thrilled with the win! I was so busy yesterday I didn’t even know it was happening. When I finally checked my phone around 3:30pm, it was full of messages!”
Votes came in from across the region for the much-loved fashion store.
Carmel wrote, “Massive selection to cater for all ages, sizes and price ranges. Personal service is outstanding and shows the 39 years of fashion retail experience the owners have. Nothing is a bother. Always prepared to open the store out of hours to suit customers. Large mail order clientele. Huge community supporter. A very feel-good place to shop.”
Leanne added, “I’ve been going to Sherelle Fashions for 40 years. It’s a family-owned business that caters to all sizes and shapes without judgement and with a lot of helpful knowledge and advice. I’ve moved away and still visit for a new outfit every time I’m in town.”
It’s this true dedication to service that Ms Thrift attributes to the store’s enduring success.
“We really pride ourselves on offering personalised service to all our customers,” she said. “We stock premium brands and high-quality items, and we make sure to cater to all ages, styles, and sizes.”
“I’m off to Melbourne next week to select new pieces and keep on top of the latest trends. I really believe it’s our focus on offering something different to everyone else that keeps customers coming back.”
Ms Thrift isn’t afraid of hard work—she stays open until 6pm most nights to accommodate working customers and late-arriving tourists. She’s even opened the store after hours for groups travelling from as far as Toowoomba to shop at Sherelle.
As Sherelle Fashions marks 40 years of style, service, and community spirit, this well-earned award is a fitting tribute to a business that continues to evolve while staying true to its values. With loyal customers near and far, and a proud legacy spanning generations, Sherelle Fashions remains a beloved fashion destination in the New England.
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