Aje started in 1997, and in the ensuing years its profile has rapidly risen. The brand counts Madonna, Kate Moss and Jessica Hart as customers. The clothes are distinctly feminine, with a modern use of ruffles, sequins and beading in fitted silhouettes.

In addition to this bold embellishment, owners Edwina Robinson and Adrian Norris favour luxurious fabrics such as leather, silk and lace. Thanks to top-end fabrication and detailing, the prices here easily stretch beyond $400, though everyday basics are also available.

Robinson was once at stylist at Russh Magazine and Norris previously owned a boutique in Noosa. The duo’s urban and coastal influences are evident in their garments and bright, airy boutiques.