Earlier this year the heavy restrictions on weddings because of the COVID-19 pandemic caused a serious downturn in business for retail outlets such as Shirely Clarke's Wingham store, Dress Up, which specialises in bridal and formal gowns.
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On August 17, when the NSW Government announced that all school formals were banned and parents could not attend graduation ceremonies, Shirley realised this would seriously further impact her business.
The next day Shirley posted on Facebook that she was having a sale with 25 per cent off storewide until August 31.
"It breaks my heart; I'm so torn and feel for all the brides and mothers of brides and grooms, formal girls, and party girls that their lives have had to cancel. My heart sank yesterday when I heard the formals were called off, they have worked so hard and deserve their day to shine," Shirely wrote.
The response to her post was uplifting for Shirley, with 97 comments of support and an increase of visitors to her store.
"The sale is working for me. I've had a few good days and I can see the light at the end of the tunnel," Shirley told the Wingham Chronicle.
"It has helped me. I can feel my bills being paid at the end of the month! And I could by food and I've paid my power, so I'm in a good place," she laughed. "I'm blessed."
While feeling sorry for the clients (but not herself), Shirley also feels bad for other businesses affected by the huge downtown in weddings and cancellation of formals.
"It's a domino effect," she said. "You've got the music, entertainment, caterers, celebrants, florists - it's just endless. I really feel for a lot of people at the moment."
On Friday, August 21, I visited Dress Up and was moved to see there were two year 12 girls in the store trying on formal dresses. Shirley said she is hearing that girls are planning to wear their dresses regardless of whether there is a formal or not, perhaps out to dinner with family or friends, or at the graduation ceremony at school.
Formal and bridal gowns make up 60 to 70 per cent of Shirley's trade, and from January to now, she estimated that she has sold only half of what she usually sells.
"But I am still coming into my peak. I think a lot of people have held off and they're just waiting to see. I have heard a lot of girls have bought online but there's nothing I can do about that," Shirley said.
For me, its realising now that cheaper casual wear, more versatile wear, will get me through. Diversifying a little bit more until things lift again and there are more weddings.
- Shirley Clarke
The constantly changing situation has been exhausting for Shirley.
"I'm tired of thinking how to get through it," she said.
When the pandemic first hit, Shirley closed her doors and attempted to sell through Facebook, with modest results. So Shirley tried a different tactic - selling artificial flower arrangements through the Buy from the Bush website, with a terrific response.
This time around, Shirley is thinking of other ways to reinvent the business - such as establishing a website with an online store, and selling more casual clothes.
Weve all just got to hang in there and support each other, and I think well all get through it.
- Shirley Clarke
The last thing Shirley wants to do, obviously, is close the store down. She is now the only one specialising in bridal and formal gowns that is currently open between Newcastle and Kempsey.
Shirley remains characteristically optimistic.
"I think it will turn around soon, I really do. Fingers crossed!"
Dress Up is located at 56-58 Isabella Street, Wingham and is open from 9am-5pm Monday to Friday, and 9am-2pm Saturdays.