ISSUE NO. 26 / FETEPRESS.COM.AU 71
PLEASE TELL US A LITTLE ABOUT
AURA HOME...
AURA Home is a lifestyle brand designed
by me and my team right here in
Melbourne. In the early days AURA started
as table linen and living room accessories
and I have designed and sold various
products since then including Christmas
decorations, candles, lanterns, pyjamas,
gift products, glassware and of course
textiles. Our range has expanded over
the years and now includes bed linen,
cushions, throws, bath towels, rugs, our
own ceramics and table top collection.
With the launch of our first AURA Home
Concept Store last year, we now stock lots
of wonderful brands and products which
complement our AURA collection including,
Isamu Sawa limited addition prints, No.27
fragrance house candles, The Fitzroy
Naturopath tea, Knotty Towels, Serax
indoor pots, ASPAR, Meraki and Theseeeke
bath and body products.
As well as our AURA products we have
incorporated stunning furniture and
lighting pieces that you’re used to seeing
in our AURA photography. We have a
small, dedicated team working in the store
including me and our Visual Merchandising
Manager. We are all on hand to advise
customers, whether it’s interior design
advice or help choosing just the right gift.
The space is made up of two smaller stores
joined into one, this was perfect for us to
create intimate spaces rather than one
large space. The store features stunning
brickwork, partly rendered and finished
with a beautiful Porters French wash
which looks amazing. The outside wall of
the store is covered in stunning ivy that
is turning a beautiful autumnal red. Every
time I used to drive past the store I always
thought of it as the little corner store with
the ivy wall, I can’t wait to see that change
with the seasons.PLEASE TELL US ABOUT YOUR NEW STORE.
WHAT HAPPENS THERE ON A TYPICAL DAY?
We feel incredibly lucky to have found
such a wonderful store in the inner eastern
suburb of Malvern. Malvern is beautiful, we
have a fabulous clientele, we feel like we
are part of the local community already.
Melbourne has some amazing homewares
precincts and Malvern Road has a growing
‘home’ scene. We would like to help build
on that and create a place Melbournians
can shop for all things home. That and
we loved the store... it’s a heritage corner
store with great parking which makes it
appealing!
We have lots of customers renovating
and building in the area who come in for
advice and inspiration daily. We want to
inspire our customers by how our products
could work in their space. So rather than
a traditional layout we designed the store
around areas in the home.
We have a living room area to showcase
our cushions and throws, a dining area
featuring our ceramics and table linen,
a beautiful bedroom space complete with
a four-poster bed for our sheets and quilt
covers and a bathroom area draped with
our beautiful towels.PLEASE TELL US ABOUT YOURSELF,
YOUR BACKGROUND AND HOW YOU
GOT TO WHERE YOU ARE TODAY...
I’m Tracie Ellis and I’m the Creative
Director of AURA Home. I’m a Melbourne
girl born and raised.
I studied art and design at Brighton TAFE
which lead me to RMIT where I graduated
in Textile Design majoring in knit design.
I had various roles in the fashion and
textiles industry in designing, buying and
business roles including Country Road,
Myer, Davenport, Coats Patons, Pacific
Brands and Linen House.
I have been very lucky to meet and work
with some very talented people both
locally and internationally over the years.
In 2000 I decided it was time to put my
own stamp on a range of homewares and
this year we are celebrating 18 years of
AURA Home.
at work with /TRACIE ELLIS of AURA HOME