Tell us a bit about you:

 I’m Brydie and I have managed Elm Lifestyle Warriewood Square for almost three years now. I was originally an Elm customer and finding this brand changed the whole way I dressed – I was drawn in by Elm’s personalised customer and styling service and came back for the quality product. Elm Lifestyle has a network of over 30 stores throughout the country and I am very lucky to manage the brand’s flagship (and only) store in Sydney, for the wonderful creators and owners of the company, husband and wife duo, Matt and Angie.

How long have you been in the centre? 

 First established in 2012 as a wholesale product, Elm grew its offering to retail stores in the period before COVID. Elm Lifestyle Warriewood was opened just before the pandemic hit and though it closed during the lockdown period, it has thrived since re-opening and become a destination store for its loyal following of customers, who we call VIPs.

What do you love most about the centre/community?

 I love the familiar faces you see at Warriewood Square. Unlike the bigger shopping centres, Warriewood still has that ‘heart’ – a loyal community of shoppers who love the ease of shopping at the Square and who come in for something a bit different. The Square has some amazing specialty stores and brands like Elm Lifestyle that aren’t dime a dozen. Elm Lifestyle is a gorgeously quirky brand, and the community of Warriewood and surrounding suburbs appreciate that. The ladies who shop here have gotten to know us and become like friends, loving the fact that their Elm store is the only one in Sydney, and it is a big part of the ‘heart’ of the Warriewood Square shopping culture.

What do you enjoy the most about what you do?

 I love that Elm Lifestyle’s ethos is good old-fashioned customer service, combined with styling excellence and top-quality product. The thing I enjoy most about what I do is winning hearts to the brand, through hands-on service and selling a product I believe in. I wear the brand at work and in my daily life and I love that it attracts such a wide audience through its’ inclusivity, and growing a beautiful community of Elm VIP customers is my greatest pride and satisfaction.

What is your best seller?

 The Northern Beaches-based Elm Lifestyle at Warriewood Square caters to local ladies’ love of comfortable loungewear. The Elm ‘Fundamentals’, or basics range is a perennial best-seller, but in the past year, Elm’s extraordinary range of denim has gained a huge following. Great stretch and a range of cuts and leg lengths really appeal to our customers. And Warriewood Square families love our gift range too – we have a loyal legion of fans from tiny people to husbands and grandmas coming in for our personalised gift and wrapping service. The ‘Smelly Balls’ car air freshener range that we stock, sells out all the time!

Do you have any specials at the moment?

 Every week Elm Lifestyle Warriewood Square offers a different promotion, and we also have regular ‘2 for’ offers on popular styles from our Fundamentals range, like our best-selling Divine Crews. If you’re a VIP member, you can also join the stores’ exclusive Facebook group and be the first to hear about member-only offers, plus the launch of our new ranges, like our July 2024 launch – the incredible ‘Beauty in Everyday’ range – a limited edition Elm collaboration with Australian artist Janey Forbes. Come check out Janey Forbes x Elm while stocks last!