Uralla’s newest boutique, Homestead Road Bridal Co, is bringing a touch of designer glamour to country weddings, offering luxurious made-to-order and preloved gowns in a warm and welcoming rural setting.
The specialist boutique was operating in Quirindi before Emily De Flippis and her husband purchased it and moved it to its new home on Bridge Street in Uralla, where it has quickly become a sought-after destination for brides across New England and beyond.
“We stock made-to-order wedding dresses from some of Australia’s leading designers,” Emily said. “It’s been really well received so far, and we’ve been flat out since opening. The response has been very positive.”
The boutique offers a private one-on-one styling experience, allowing brides to take their time exploring a curated selection of Australian and international gowns and accessories. Appointments are essential, ensuring each bride receives the time and attention needed to make such an emotional and important decision.
“We wanted to provide a relaxing, memorable experience,” Emily said. “It’s such a special moment when a bride puts on a dress for the first time and absolutely loves it.”
Before stepping into the bridal world, Emily built her career in corporate marketing and events. But motherhood inspired her to follow a different path.
“I went on maternity leave to have our first child and realised that I needed to do something,” she said. “I started a small wedding and event planning business, just as a side project because I love that kind of work. Then this business came up for sale, and it felt like the perfect fit.”
Emily had a personal connection to the boutique—she had purchased her own wedding dress from its previous owner. When she learned the store might close, she saw an opportunity to preserve a vital service for rural brides.
“I realised that if it shut down, people in rural and regional New South Wales wouldn’t have access to wedding dresses without going to the coast or the city,” she said. “So that was the driving force behind keeping it going.”
Uralla, known for its boutique charm and creative energy, proved the ideal setting. “Uralla is such a beautiful little town,” Emily said. “It just fits perfectly here.”
Since opening, Homestead Road Bridal Co has quickly found its place in the local community, with bookings filling up and word spreading fast. Emily says she’s confident about the business’s future.
“I think really good things are ahead,” she said. “People are never going to stop getting married, no matter what’s happening in the economy. It’s such a special day, and most people can always find a little extra to have the dress they’ve dreamed of.”
She believes the New England region offers a strong and loyal customer base.
“People don’t want to have to travel to the city to find their dress,” she said. “We’re giving them something special right here.”
Emily encourages others thinking about starting a business to trust their instincts and build a strong support network.
“I think just back yourself,” she said. “And ask for help.”
“We’ve been so lucky to have family and friends who understand business and are always there to help.”
“If you’re prepared to make it work, it usually works. Give it your all, and surround yourself with people who can support you.”
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