Turning the Tyde: how a pop-up shop became a local success story

- October 1, 2019 2 MIN READ

When Sophie Jones opened her pop-up shop with partner Justin Gitz in the sleepy seaside town of Cowes, little did she realise seven years later, Tyde, would be one of Phillip Island’s must-see attractions.

Today, Jones employs some ten people in her store and Tyde is as much loved by locals as it is tourists. Jones tells Kochie’s Business Builders the store began as a way to initially sell off some hand-made accessories and leftover stock.

“That was almost seven years ago and the shop has now expanded to include an array of fair trade and handmade items with an emphasis on Australian design and ethically produced goods.

“We stock a range of clothing, homewares, children’s wares, jewellery, leather goods, lighting and a section devoted to indoor botanicals both fresh and dried.”

So popular is Jones’ shopfront that she recently expanded the business to take over the lease of the adjoining shop. At a time when many retailers are closing their brick and mortar stores, Jones has doubled the physical size of her premises and now stocks a gamut of products.

“We were able to expand our range and now offer high-quality gifts and lifestyle items for local and semi-permanent as well as holiday visitors to the area.”

Popular labels on display include kids’ label Little Miss Foxy, leather goods from Elk and artisan-designed pots and knick-knacks.

The success of Jones’ store has also impacted the local economy with Tyde employing ten staff. Partner Gitz is suitably proud of his wife, telling KBB it is amazing what she has achieved from such humble beginnings.

“Tyde provides a destination for many people who can rely on getting almost anything they need, as well as bringing style and quality to the area,” he says. “I believe what she has created from scratch deserves a regional hero accolade.”

Regional Heroes is proudly supported by Yellow Online.

Whether your business is a cast of hundreds, a sole trader, a boutique or mainstream, Yellow Online has the platform to connect your business with more customers.



KPMG masterclass March 2024