Turning rags into riches
Model Susi Williams and owner Ira Safira celebrate the opening of a fashion store which specialisies in women’s fashion designs made from existing outfits and materials. Safira & Co is in Lake St at The Boland
Centre and Ms Safira has an aim of making Cairns a fashion destination.
CAIRNS fashionista Ira Safira has taken her years of retail experience to the next level with a new store in the heart of the CBD.
Ms Safira opened her first bricks-and-mortar fashion outlet, Safira & Co, at The Bolands Centre next to Tokyo Dumpling on August 28.
She moved to Cairns from Papua New Guinea where she managed a tailoring company 13 years ago to start afresh as a fashion retailer, and previously worked selling fashions at Myer and Sussan.
“This is the first time I’ve had my name in front of the shop. It was a long journey but it’s a great feeling,” Ms Safira said.
“I really wanted to start again what I’ve done before and it took me so long to get this up and going.”
Safira & Co specialises in women’s fashion designs made from preloved outfits and materials.
Things have been tough over the three weeks since the store opened, but Ms Safira said she saw a golden opportunity for fashion outlets in Cairns.
“We are very lucky here compared to a lot of other places in Australia like Melbourne,” she said.
“With what’s happening in the rest of the world, it’s the perfect time for Cairns to stand out and boost our economy.
“Everybody wants to come here. Who says we can’t be the next fashion city?”
Ms Safira has taken many of the style philosophies and experiences gained running her online fashion outlet, Tebu Fashion
“Much of what I have here is the reduced items from Tebu for clearance, as well as preloved items I’ve got a lot of sentimental value for,” she said.
“Most of the items I supply using batik and ikat — the traditional Indonesian textile.
“At the moment I’m trying my best to work with Indigenous artists to collaborate on more diverse fashions.
“I really want to help the industry in Cairns to flourish. Although we’re a regional town we can really make something big with our range of cultures.
“I hope people like my fashions. I want to create a self-confidence in women with my styles and I plan to branch out into men’s fashions as well”