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  • Your Hunter Valley Magazine

Boho Fashion in the Hunter Valley - Southon Styles

If you’ve ever wondered what a normal shape is when buying clothes, or if you have a normal shape you soon come to realise that normal is not, well… normal! It was this frustration that led Tracy Southon of Southon Styles to open her own clothing label with a store at Rutherford in the lower Hunter Valley and more recently a second store at Hunter Valley Gardens Shopping Village. “I’m not the ‘normal’ size 10 bottom, size 10 top and found it hard to find any fashion without taking it in, up or remaking it in some way to fit my shape,” laughs Tracy.

Realising that this must be true for most women, Tracy started Southon Styles while still employed in a full-time role.

“I was just doing markets to begin with before I had the opportunity in opening a casual short term shop at Greenhills (before the renovations). It was a big risk leaving a full-time position going into the unknown, but it was a dream of mine – the business is a partnership with my husband who is a silent partner and leaves all the running of it to me,” says Tracy.

“We specialise in multi-fit designs that suit a number of different body shapes. We search out fashion for all shapes and sizes from our size 6 customers up to our ‘voluptuous vixens’ to size 24. At least 30% of our stock in both stores is my own label. We specialise in Boho feminine fashion at great prices – and that seems to be what exactly what our customers are looking for,” says Tracy.

With a firm focus on customer service, Tracy says she absolutely loves helping customers find affordable and beautiful fashion – both in-store and also online – which is a growing part of the business.

“We have quite a large number of repeat customers now – I believe we (the team at Southon Styles also includes Sandra, Tahnee and Jasmin) provide great service and a nice friendly atmosphere to our customers. Our clientele are from all walks of life – from someone who just wants a pair of jeans and a tee to a more extravagant wedding, party, races outfit.”

For more information or to shop online, visit or pop into a store today!

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