A sunny corner on Avalon Parade is now home to the One Teaspoon flagship store, which it shares with Bassike. Over the 15 years it has been running, One Teaspoon has had several bricks-and-mortar ventures, but the new Avalon store is the only one open at present. The location was a no-brainer for Jamie Blakey, founder and creative director of the label. “Both my business partner and I live in Avalon and we’ve always felt One Teaspoon is the perfect fit for the Avalon lifestyle. Turns out, it is,” she says.
It makes sense for the brand to bloom where its roots are planted; there will be more openings in the near future, another in Australia and then in the international market where the label has become highly coveted for its denim grunge.
The interior of the store is packed with personality. Denim shorts are piled high on shelves adjacent to the newest range, One X One Teaspoon, which hangs on four racks running the length of the store. Rare, framed vinyl sleeves rest against walls on painted checkerboard floors and pieces from the One Teaspoon Home collection are scattered among the garments. It feels casual and spirited, all the more thanks to the enormous taxidermy peacock at the back of the shop (his name is Henry).
Blakey has been successfully multi-tasking across all areas of the business since the first collection launched. Constantly moving forward, Blakey has plans with business partner Liz Roberts to launch a jewellery collection and a men’s range this year. And with every new One Teaspoon collection there will be denim, and it will come ripped, torn, dyed and frayed.
One Teaspoon Avalon
11/13 Avalon Parade, Avalon
Mon to Sat 9.30am–5.30pm