Newcastle CBD’s renaissance of cool: Emma Soup & the Soup Can Gallery

by Anna Shelly on February 2, 2011

I first heard about Emma Soup from a friend involved in the opening, who used the words “cute”, “vintage” and “Hunter Street.” Previous to the efforts of Renew Newcastle, those words were rarely heard in the same sentence. But Emma Soup and the Soup Can Gallery is a separate initiative - the brainchild of 21 year old Novocastrian, Emma Taylor.  Not only is it a vintage and handmade boutique housing entirely local designers, but also a gallery showcasing local artists and a unique space for music events. Suitably impressed before I even arrived, I visited the store and chatted to Emma about the challenges she’s faced, her thoughts on the fashion industry and aspirations for the future (as well as drooling over her treasure trove of gorgeous floral dresses!)

How did Emma Soup begin?

I started sewing at a young age, making clothes for my dolls. I chose Textiles in High School and had a ball – I got 100% for my major work. After that I did Fashion Design and Industry Practice Certificate IV at TAFE, and learned to sew properly. After TAFE I worked for a while, and was unsure of whether I wanted to go into the industry. I did work experience in Sydney but it didn’t leave me with a positive impression of the industry and I was left discouraged.  I got stuck for a couple of years- I loved fashion but hated the industry. I did local and Sydney markets for two years, but the store was always in the back of my mind.

How did the store come to fruition?

Dad really pushed the idea of the store. We went searching for a space and found this one, and approached council to find out the owner of the building (who was fortunately enough the cousin of her godfather). The property had been sitting here empty for seven years and the owners were considering knocking it down for apartments, so they were happy to have someone take it over.  The renovations took two months of hard work from myself, mum, dad and godfather. I was here every day from 9 til 5 - it was a lot of hard work.

And the opening?

I’ve never been so stressed in my life! We had a fashion show, food, music by Andrew Richmond and Jack Dawson and an art exhibition by Hugh Doyle and Ashlee Jedrzejak.

What was the reaction by local retailers and customers?

Everyone has been very positive about it. Having another store here helps everyone. The other stores are happy if we have customers, because they will linger longer between us all. I try to get people involved with my neighbours’ shops.

What challenges have you faced being a young entrepreneur in Newcastle?

What I’ve done precedes my age. Being young, sometimes people don’t take me seriously, or they don’t believe I’ll stick with the store when things get too hard. People frequently ask me about the money situation.  I started with $2,000 of my own savings, which didn’t get me too far. My family was impressed with my efforts and wanted to help. The funds got bigger and so did the project.

You’ve had several music events held in the Soup Can Gallery. How important are events like to the store?

I’ve had three now- the opening and Christmas parties and How to Make Soup, which was organised by Chas Jagger, who I’ll be working with again for more events. How to Make Soup had April Maze from Melbourne, Faye Blais from Canada, Samara Cullen and Jack Dawson from Newcastle. We also had an art exhibition by Tim Possible which was great and brought a lot of new people into the store.
How involved are you in the Newcastle art scene? Do you have any events or exhibitions planned at the moment?

I’m not too involved in the scene, so I’d like to be more connected with other Newcastle galleries. The Soup Can Gallery is just something that happened - I had the space and wanted to give Newcastle artists the opportunity to exhibit their work.

What local designers are you currently carrying?

Most of the clothes are my designs but I’m also carrying Floral and Spot, Lonely Meg, Twisted Willow Designs, Lyd Smith, Rupert Rabbit, and Oscar and Matilda - all Newcastle designers.

What do you see as trending for winter?

I don’t follow the trends. I follow the basic seasonal demands, but my designs are mostly what I want and like! I have a classic approach to design. I stay away from trends that won’t last. I’ll look at the basic needs for winter - blouses, woollen skirts, socks and longer sleeves on vintage dresses. I don’t believe in the fashion industry and their trends.  I work outside of their clock. I have no interest in copying Europe. I think it’s all about looking cute. Nice cuts, unique fabrics.  Cute and flattering is the key.

What do you see as the next step for Emma Soup and the Soup Can Gallery? What direction would you like it to take?

I’d like to extend my men’s section. Longer term, there’s an apartment upstairs that’s completely untapped but needs a fair bit of TLC. I’d love to start a book shop up there (keeping my neighbours in mind, of course!) I’d also like to put a coffee shop toward the front of the store – I really want to create a relaxing and welcoming environment.

I’m currently on the lookout  for creative young people to fill the neighbouring boarded up buildings that the owner of my building also owns. I believe that by putting a group of cool shops together people have more of a reason to visit. I think creating little communities in Newcastle is the way to go.

Emma Soup and the Soup Can Gallery is located at 532 Hunter Street, Newcastle.