THE GYPSY DEN OF TIERRA ALMA
Posted: Feb 22 2016
In Spanish, Tierra Alma means Earth Soul. In Melbourne, Tierra Alama means a beautiful shopping experience complete with worldly treasures, exclusive designs and visionary brands including the likes of Forever Soles, Spell, Friday I'm in Love, Goddess of Babylon, Free People and For Love and Lemons. Deemed “a lush bohemian dream,” the warm and inviting boutique features a curated collection of styles that remind us there’s nothing quite like floaty dresses and fringed jackets paired with musings over festivals, beach BBQs and dreamy alfresco nights. The creation of former beauty therapist Paula Evans, Tierra Alama has grown from an online shopping project to a trendy destination focused on absolute honesty, kindness and the idea that every customer leaves with a sense of self-love — in a way, it’s as if Evans is still a beauty therapist after all. We spoke with the inspiring and talented Evans to talk about her vision, passion and the roving magic behind Tierra Alama.
TELL US A BIT ABOUT THE INSPIRATION BEHIND TIERRA ALMA AND HOW THE STORE CAME TO CREATION?
My inspiration was a strong vision to offer something unique and different to Melbourne. To be original was the driving force and I was very determined to stay true to this.... To be able to present my customers with labels that were not everywhere and were not typically available in the area… To bring some of Byron Bay to Melbourne. My vision was strong. I wanted my store to have a soul. A place where customers could come and have a real experience and enjoy self love. To be given an opportunity to find something that was about their own uniqueness... A place where they could open up and feel safe!
The store came to creation after my life situation changed! I felt this was the time to take a leap of faith, create the vision and make it real or let it go. I had a strong sense that this was it, the time was right. After choosing our name and feeling the magic had begun, I needed to find a premise. I drove past Elizah's Bridal in Mordialloc and saw, to my surprise, it was vacated. This was a bridal store that had been there for over 35 years and was run by the once mayor of Mordialloc, I believe her name was Hazel… Hazel must of had a beautiful soul as her energy is present and a great deal of warmth was in the heart of the building! I have not met her, but she has visited the store and was so pleased to see what we had created. With a huge challenge ahead — and lots of TLC — we created our Gypsy Den, which is now our beautiful space Tierra Alma. It’s a special place, one of warmth, love and kindness. It comes from the heart!
HOW WOULD YOU DEFINE THE TIERRA ALMA SHOPPER?
Our TA shopper covers a very broad spectrum of beautiful young ladies to mature ladies. We have mothers, daughters, brothers, sisters, friends and husbands as well as boyfriends — so many bring something unique as they walk through the door! All are special, in their own way, and everyone that enters brings their own story and beauty. They are in search of something unique and different… Something they can make their own. They value what we’re bringing to them and fall in love with the magic of TA and the labels we offer.
WHAT IS YOUR FAVOURITE FOREVER SOLES STYLE?
My favourite is the Boho Goddess Barefoot Sandal! It has an antique look and represents the goddess within. It’s strong, chunky and solid while still maintaining an elegance of its own. It is a statement piece! The Celestial Barefoot Sandal is another style I’m obsessed with! Our feet carry us throughout the day, so adorning them with a beautiful Forever Soles’ treasure is wonderful. A little chance to say thanks!
ARE YOU WORKING ANY PROJECTS OR IDEAS COMING UP IN 2016?
We have many upcoming projects! Some I cannot divulge, but are so exciting and about growth... We have many unique Australian labels joining our Tierra Alma family for 2016. We have the Mordialloc Food and Wine Festival happening on the 5th and 6th of March, with a celebration for TA as we turn 2-years-old! We are going to be a part of fashion shows and fundraisers for our local community, and we also have an article ’bout to launch as part of The Age newspaper on the 21st of February (as part of the Home Magazine section found in the Sunday Age). Our lookbook is in creation for spring!
Of course, our main project is to stay true and keep the vision alive and strong, and to continue offering a beautiful experience for our customers — they are what keeps Tierra Alma alive!
WHAT THREE SONGS ARE TOP CHOICES IN-STORE RIGHT NOW?
Fleetwood Mac — “Landslide”
Fleetwood Mac — “Velvet Underground”
Van Morrison — “Moondance”
WHAT IS YOUR MOTTO?
"Dreams Do Come True."
Shop Tierra Alama online or visit the boutique at 226 Beach Rd, Mordialloc.