Launnie Long-standers: Embellish

Walk into Embellish on Charles Street and it is easy to see why the boutique has become a Launceston favourite. The light, the colour, the scent of homewares and gifts that feel both timeless and fresh are all carefully considered by owner Natalie, who has been shaping this space for more than fifteen years. Every product tells a story of care and curiosity, of a shopkeeper who knows her customers by name and even remembers their favourite scents.

Her path to retail was not planned. Before Embellish, Natalie spent eight years with Flight Centre, climbing from consultant to manager and opening her own store on Charles Street. “It was like a business school,” she says. “They trained us so well in sales and management. You worked hard, but you learned everything about running a business.” Those years gave her the confidence to take a leap into ownership. That leap came when she spotted a small business for sale called Jennifer’s House and Garden, tucked away behind the Quadrant. “It was lovely, but so hidden. Every day people would say, ‘I didn’t even know you were here.’ That taught me the importance of street frontage. You can’t underestimate the power of being seen.”

For four years, Natalie poured her heart into that little store before setting her sights on a brighter and more open space where anyone could walk in and feel welcome. That space turned out to be Will’s Store, just down the road. “I wanted to create something beautiful but not intimidating,” she says. “A place where people could find a thoughtful gift or something for their home, whether they had ten dollars or a hundred to spend.” From the start, Embellish filled a gap in Launceston’s retail scene. “At the time there were the really high-end stores and then there was Kmart, but not much in between,” Natalie explains. “I wanted that middle ground. Quality and style without the big price tag.” She kept her margins fair and her standards high, focusing on creating a calm, welcoming atmosphere rather than chasing trends.

That balance has proven timeless. Fifteen years on, Embellish continues to evolve while holding true to its roots. Natalie has weathered recessions, shifting tastes and even a pandemic by keeping things simple and personal. “We had a great website, so when everything shut down we leaned into that,” she recalls. “We started delivering gifts ourselves. I remember dropping off Mother’s Day presents all over town. It was about connection, not just sales.”

That sense of connection has been at the heart of Embellish from day one. Many of Natalie’s customers have been with her for decades, following her from the early days of Jennifer’s House and Garden. “Launceston people are loyal,” she says with a smile. “When you give good service and treat people well, they remember you. Some of our customers have watched my kids grow up. It really feels like family.” Community has always been central to her business philosophy. Natalie believes that a thriving main street depends on participation. “There is a lot of negativity about the CBD, but it is not true. There are amazing stores and people doing great things here. The best way to support Launceston is to turn up, have a coffee, wander the shops, say hello. That is what keeps the city alive.”

When asked what advice she would give to someone starting out, Natalie does not hesitate. “Get a mentor. We need new businesses and we need to support each other. Competition is not a threat. We are stronger in numbers. And there is so much free support out there for small business owners now. Just ask questions. People are more than happy to help.”

For Natalie, running Embellish has never been only about selling products. It is about creating a space that feels like home. “I cannot imagine Launceston without Embellish,” she says. “It has become part of the community, and I am really proud of that.” Fifteen years in, the shelves at Embellish continue to change with the seasons, yet the spirit of the store remains steady. It is a reflection of its owner: thoughtful, grounded, and full of heart. In a city that values connection, Embellish stands as proof that warmth and integrity never go out of style.