Just say the name CUPCAKE FASHION, and you’ll probably be able to guess what you’ll find there. This ‘Alice in Wonderland’ inspired brand is all about sweet and feminine – cute dresses, soft cuts and pretty fabrics. “Our inspiration is on-trend pieces with a classic edge”, says co-owner of the three stores, DAVID WHITCROFT, “So we have great party dresses for evenings out, we have cute retro pieces for weekends – it’s really about providing an outfit for every occasion”.

David Whitcroft

While it does stock a variety of clothes, from sweaters to playsuits, CUPCAKE’S main drawcard is it’s interesting and varied range of dresses. Whether you’re planning a night out or heading to the races, CUPCAKE caters for it all. “The benefit of having small stores is that you don’t have to fill them with basics. When I buy, every piece I buy should be unique and grab you. It should have a lot of great colours. We have dresses with interesting detail.” says David. Unlike the major chains, they get new styles in weekly so their stock is always changing.

CUPCAKE FASHION was brought to life by David’s mother and sister six years ago when they opened their first store in BYRON BAY. It quickly grew and it wasn’t long before it was making it’s mark on the GOLD COAST with shops in SURFERS PARADISE and later PACIFIC FAIR. Now his mum and sister run the Surfers store, while David divides his time between Pacific Fair and Byron Bay. He also does the buying, as well as running the online side of the business which they started up about two months ago. “It really changes your focus from being customer service to being marketing based” says David, “But the main benefit has really been in the website’s power to drive customers into the store”.

You’ll find CUPCAKE FASHION at:

PACIFIC FAIR – Shop 22A, Pacific Fair, Broadbeach Waters

SURFERS PARADISE – Centro Shopping Centre, Surfers Paradise

BYRON BAY – 6/7 Lawson Street, Byron Bay

Or check them out online at cupcakefashion.com.au



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