South African Geraldine Nortje is hoping to stand out in the crowded women's fashion market by bringing the vibrancy of her home country to the NSW south coast.
Bold, yellow earrings dangle from Geraldine Nortje's ears as she combs the racks of her flagship store, straightening up the handmade garments some of her customers have traveled for over an hour to try on.
On a hot summer afternoon in the New South Wales coastal town of Berry, Geraldine has teamed black and white patterned shorts with an oversized jacket and a large statement necklace.
Somehow it all works and the mother-of-two looks phenomenal. This effortless boldness, Geraldine says, is what makes her brand, Nortje by Geraldine, different.
"It's a bold, colourful expression of contrasts of colour, print, vibrancy," the designer told SBS.
"It's for young women, old women - any woman!"
The 42-year-old was born into fashion, with her grandmother and mother both crafting goods for sale back in South Africa.
As a teenager the designer would make pocket money by sewing clothes for her friends and by selling them on the beach.
"I'm constantly inspired by South Africa," Ms Nortje said.
Ms Nortje ran a successful fashion business there before moving to Australia in 2009.
Relocating to the south coast, she found it difficult to establish a supply chain and found that a lot of manufacturing was done offshore.
"I don't aspire to compete with the mass market and I've always had an individual identity which has always been a challenge and a niche," Ms Nortje said.
Unimpressed with the "fast-fashion" culture flooding the Australian market, Ms Nortje set out to establish a supply chain that worked for both her business and her conscience.
"What I'm in love with is textiles, which led me to my manufacturing dream in Indonesia," Ms Nortje said.
"I've got a small factory in Indonesia where I use experienced tailors and artisans who have been in the industry for many years."
Primer stone is used to stone wash the garments that undergo intense heating and ancient dying techniques.
"Not one piece or one metre of fabric is ever the same," Ms Nortje said.
"It is more expensive but then I don't compare the price because really it is people's skills that I have the luxury of having access to.
"I think it's so rewarding working with people to create a garment, rather than a machine."
Ms Nortje has just launched her website and is dealing with an agent to get her clothes stocked in boutique stores across New South Wales.
The biggest challenge for the entrepreneur is marketing, as her clientele is seasonal and transient.
"One month there might be 100 people walking through the door and the next month there might be only 20," Ms Nortje said.
But the South African is confident the product she's offering will ensure the brand can thrive.
"I don't follow trends, I follow feeling and the way it makes my customers feel.
"I [had a customer] saying her dress made her feel like sunshine."