Yarraville design shop Lonni is the culmination of owner Roselyn Moncrieff’s love of fashion, floristry, ceramics and locally made products.
After a career in brand management, Moncrieff took a short course in floristry, then took the leap and opened a pop-up store in Seddon in 2017 selling a beautiful mishmash of treasures. Before long it was time to make things more permanent.
Everything at Lonni is hand-selected by Moncrieff, sourced either from brands she knows and loves, or from new discoveries on Instagram.
“I’m on Instagram all the time,” she says. “I’m constantly looking at what bloggers are wearing and looking for brands in Australia that we can support.”
It’s hard to pin down exactly what you’ll find here – the shelves are lined with everything from jewellery, denim, sandals and eyewear, to plants, skincare and books – but there’s a focus on Australian-made labels across the board. Alongside casual, coastal-friendly garments from Assembly Label and minimalist leather goods by Status Anxiety, there’s also a stable of lesser-known gems, such as handmade ceramics from Clay by Tina in rural Victoria, and Melbourne-made contemporary, textural jewellery from Line of the Sun.
With its concrete floors; rough plaster walls; and a tiny, plant-filled courtyard out back, the store is pared back and understated. It’s somewhere Moncrieff hopes people will feel comfortable coming in to have a chat – whether they buy anything or not.
“I really feel entwined in this community. Sometimes it’s embarrassing that I never leave the area,” she says. “It’s almost like you’re on a movie set, [that’s] how friendly Yarraville is. I have a lot of locals that come in and chat to me about everything. I want it to be like you’re visiting your friend.”
28 Ballarat Street, Yarraville
0415 662 681
Mon to Wed, Sat 10am–4pm