Here is an excerpt from an article I wrote for The Home Journal. You can visit the original here: http://thehome-journal.com/rustic-style-at-birdsnest/.
Rustic Style at Birdsnest
By Flynn Dovey
Monday 27th May 2013
It would not come as a surprise to anyone familiar with Birdsnest that it is one of Australia’s most popular online clothing stores. What would be surprising is that the innovative shop is based in Cooma, a small town at the foothills of the Snowy Mountains. The Birdsnest website has been years in the dreaming.
When IBM e-business consultant Jane Cay fell in love with a Cooma farmer in 2000, dreams of running her very own online store from the country began. So combining her love for fashion, IT and all things girly – Birdsnest was born. Five years later the business employs over 90 staff.
Birdsnest.com.au is a beautiful site, and showcases the clothes delightfully. The shopfront is also a wonderful space full of light, allowing the clothes to stand out as the hero pieces. There are a number of quirky features around the shop, including hundreds of origami cranes and sculptural branches.
Not only a pretty face, the shop also features impressive technological design. You can search the racks for clothes, scan them into one of the many computers scattered around the shop, choose your size and have it sent to the decadent change room. If it is the wrong fit, you have a computer in the change room to request a new size or search for similar pieces.
I tagged along with a group of wonderful Canberra women on a tour of the shop, organised by local blog HerCanberra. The women had exclusive access to the shop, and were treated with style advice and a season forecast by some of the Birdsnest staff. The technological system was certainly put to the test and passed with flying colours, as many new purchases also made the trip back to Canberra.