Launnie Long-standers: Timeless Elegance

Proudly the second-longest-standing bridal store in Tasmania, Timeless Elegance has been a staple of the Launceston community for 22 years. The store's beginnings date back even further, with owner Louise nurturing her love for fashion at just 15 years old by sewing her own clothes.

“I come from a large family, so if I wanted to stay ahead of the trends, I had to make my own clothes,” Louise chuckles. “After a year or two of making clothes for myself, I began designing and sewing pieces for friends and family as well. Then, at the age of 18, I designed and sewed my first wedding dress for a friend,” Louise smiles fondly at the memory. “It was very ahead of its time! Funnily enough, it’s quite similar in style to the dresses I sell in-store today.”

“I’ve always been passionate about fashion,” Louise shares. “I said I wanted my own business, and I wanted it to be a one-stop wedding shop. I’m so thankful that I grasped the opportunity when I did.” Reflecting on the evolution of Timeless Elegance, Louise reminisces about its humble beginnings in what is now M&B Café, a subsequent move to the Bread + Butter building across from Prince’s Square, and, most recently, the business’s long-term home in the Hotel Grand Chancellor.

“I started with 80 square metres of floor space and only 60 wedding dresses,” she says. “Now I’m thrilled to have a gorgeous venue with 200 wedding dresses in-store. We’re a destination space.”

When asked what Launceston was like when Timeless Elegance first opened and how it stands today, Louise expressed her optimism for the city’s future. “There are so many small businesses working incredibly hard,” she said. “They deserve the support of locals. I think it’s really exciting to see what these businesses are doing.”

In response to how Launceston has supported Timeless Elegance over the years, Louise laughs, “We’re not a business where you get a lot of repeat customers. I often say to the brides, ‘Have a wonderful wedding. I don’t expect I’ll see you again, but remember, we do sell evening gowns as well.’”

Despite having a low number of repeat customers (thankfully so!), Louise shared how rewarding it is to serve clients at different stages of life. “Years ago, we created a flower girl dress for a customer, and as time passed, she returned for her leavers gown to celebrate her graduation. Later, I had the privilege of fitting her engagement party dress and, eventually, her wedding gown too! It’s so lovely when I get to serve a customer through the different stages of her life.”

With a focus not just on serving Launceston brides, Timeless Elegance takes pride in being active in the community. The business has supported multiple sporting teams over the years and participated in various Launceston fashion shows. “We do TAGS_OFF every year and love it!”

When asked for advice for up-and-coming local businesses, Louise says, “The little things make all the difference. If you take care of the small details, the big challenges don’t feel quite so big. Also, be smart: do your research and work hard.”