It’s two weeks into the New Year and, luckily for us, the sales are still coming. Owner of Alice Euphemia, Karen Rieschieck, has been involved in Melbourne fashion for more than a decade and, as we all know too well, as time passes things age.

But this is a good thing, because with age comes rejuvenation. And this is where we, the shopper, come into the picture: we help Alice Euphemia get rid of all of their clothing at a discount so that they can renovate the store.

Dozens of clothing labels – think Josh Goot, TV, Dress Up and Carly Hunter – will be discounted up to 80 per cent. And for the first time, Alice Euphemia will take 30 per cent off jewellery.

Alice Euphemia will close for the renovation in February and re-open in March.

Sale starts at 9am today (Thursday January 19) and closes on January 31.

aliceeuphemia.com