By Melanie Smyth – COVE
There was already something special happening in this little pocket of Scarness. Good coffee, great places to eat, the Esplanade buzzing with activity and that easy
coastal pace that makes Hervey Bay such a wonderful place.
What felt missing was somewhere to shop, a beautiful, relaxed boutique bringing together fashion, homewares and thoughtful gifts.
And so COVE was born.
Located in the space once home to Jades on the Bay, COVE has given the familiar Scarness shopfront a fresh new chapter. The vision was never to open another clothing store, but to create a place that felt like it belonged here: relaxed, considered and distinctly coastal.
For over 25 years, Hervey Bay has been our family holiday destination. After many visits; buying a home here, relocating and opening the store felt like a natural next chapter.
COVE was created as a place where locals could pop in regularly, while visitors could discover something special as they explored this little corner of the Bay.
The COVE philosophy: Step inside and leave the rush behind. Our vision was to create a calming boutique where women could browse without feeling rushed, overwhelmed or pressured. We believe good style does not need to be complicated, and the best pieces are often those you reach for again and again.
Our fashion collection focuses on versatile, wearable pieces that move effortlessly through the seasons. We look for natural fibres, Australian designers, relaxed silhouettes and timeless staples that can be mixed, layered and styled in different ways.
Our labels include Isle of Mine, eb&ive, Morrison, Ceres Life, Worthier, Shirty, Brave and True, Haven and Holiday.
We also believe fashion has no age. Our collection is for women at every stage of life who want to feel comfortable, confident and like themselves. Rather than encouraging a wardrobe full of things worn once, we want to help women find pieces they genuinely love and will continue to wear.
The same philosophy extends to our homewares. We choose functional pieces made to be used, enjoyed and lived with, including Robert Gordon Pottery and Milkwick candle products. You will also find jewellery by Liberté and thoughtful gifts. It is not about having more. It is about choosing well.
From the beginning, the store was intended to be more than somewhere to buy clothes. It was designed as a calm little escape from everyday life, a place to browse, be inspired and find something unexpected.
In just a short time, we have welcomed locals who return regularly to see what is new, as well as visitors who discovered us while holidaying and continue to follow along from home. Some return on subsequent visits, while others watch social media for new arrivals and contact us when they spot something they love.
We have been told the boutique has ‘a little bit of a Noosa feel without the Noosa price tag’, which is a lovely compliment. Ultimately, we want it to feel unmistakably at home in Hervey Bay: a little coastal, a little relaxed, a little unexpected and always welcoming.
With an online store now in the works, we are excited to stay connected with those who discover us while visiting and want to take a little piece of the experience home.
At its heart, COVE is about choosing well, living well and enjoying the little things. We hope that when you visit, you leave with something you love, feeling a little lighter, a little more inspired and carrying a little COVE of kindness with you.
Love, Mel ♡
By Melanie Smyth -Owner, COVE
Email: hello@coveherveybay.com
