Turning heads.

“It’s in your nature – if you are constantly moving and evolving and you can’t rest on your laurels. I’m that kind of person. I’m always trying to think what else we can do, what else we can do in the community.”

That was April Pyle’s response when I acknowledged the mammoth effort of launching Violet and Ivvy only six months after having the initial idea.

“It is just very important to stay true to your own mission rather than trying to do what everyone else is doing...”
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April was a successful photographer in the Northern Territory for 20 years before returning to Gippsland and opening Factory One. The business incorporated plants, homewares, art and coffee and ran successfully for a decade until April’s landlord decided to condemn the building. “I either had to sell up F1 altogether and be happy with how it went or aspire to something even bigger and better.”

Violet and Ivvy is the result of April’s ambitious choice. With double the floor space of Factory One, it “invit[es] ideas of espresso, retail and a wine bar together as one”.

A place you can come for a corporate meeting one day and a Brush and Bubbles session the next – Violet and Ivvy has certainly achieved April’s vision of “the ultimate place to meet”.

Someone who shares April’s energy and drive is fellow Warragul entrepreneur Hayley Scott.

Hayley started out as a chef, but after seeking a change, she stumbled upon her passion in a retail Christmas casual position. “I ended up… loving being on the other side of the counter connecting with people.”

Fast forward to 2018 and Hayley had not one, but three successful retail businesses of her own on Napier Street in Warragul.

“I have generally followed the journey of my customers,” Hayley says. She started out in women’s fashion with Dear Blackbird Boutique and then opened Amante Bridal in response to customers seeking bridal advice. The Marigold Merchant followed, which features stunning home and nursery products.

Both women agree there are unique challenges and benefits to owning a business in regional Victoria. Early on, April contended with community resistance, “I remember a man coming in [on F1’s first day] and he said, ‘this is not going to appeal to the conservatives of Warragul.’”

“Everyone is more accepting now… I feel like now we’ve been embraced and I am very grateful.”

Hayley notes, “The benefit of being in a small country town is building those communities… we are really fortunate to have some really loyal customers [and] have an exceptionally high return rate.”

April adds, “Particularly through Covid, the community banded together… There was a resurgence of taking care of what was in our backyard.”

“Sometimes we are challenged to think in a small country town something new won’t work, but I believe it’s the opposite,” Hayley says. “It is just very important to stay true to your own mission rather than trying to do what everyone else is doing – I think they are the ones who fall to the side.”

Thriving businesses like Hayley’s and April’s do a lot to bring energy to our communities. Violet and Ivvy acts as a creative hub – championing local artists and hosting community functions and fundraisers. Hayley’s businesses bring “joy and beauty into people’s lives”.

Both women can also attest to the tourism successful businesses attract. “People come from everywhere – from Mornington Peninsula, from the city… People who found us on Instagram,” April says.

Hayley and April are working to ensure other locals build on this energy. After being approached by business owners seeking mentorship during Covid, Hayley started coaching. “I found I really loved it. It was filling my cup, being able to help others unlock their potential.”

Wanting more time to focus on coaching, Hayley sold Amante Bridal in 2022.

“Like Hayley with her coaching, we are very much about mentorship,” April says. “With traineeships and work experience, we can take on between 10 and 15 people per year.”

These women have put in immense energy to get where they are. “We make it look easy because we are so passionate… but there is a lot of behind-the-scenes,” April says. “[Success] doesn’t happen overnight.” But they are also living proof that this energy can be returned in spades.

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You can find Violet and Ivvy at 137 Queen Street, Warragul and Dear Blackbird Boutique and The Marigold Merchant on Napier St, Warragul.

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Hayley is in the early stages of developing a program to help women monetise a skillset and gain financial independence. You can contact her about the program or her coaching at hayley@thegreenhouseclub.com.au.

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Gippslandia - Issue No. 26

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