About

The 5 W's 

Parlour is the vocation of Ali, a lifelong fashion devotee whose connection to the industry
runs deep. After studying fashion design and spending over 12 years immersed in retail,
production, management, and brand relationships Ali pressed pause to focus on family and dive into her *second dream of psychology.

Toward the end of 2025, Ali and her husband Josh were pursuing the idea of purchasing their own boutique. The perfect location became available and within mere weeks, Parlour was bought to life by an incredible community of supporters, creatives, tradies, suppliers and talented friends and family. 

The name Parlour holds layers of meaning
- a nod to nostalgia, good times, and togetherness. Inspired by the warmth of an old school ice cream parlour, where good vibes are guaranteed and every visit feels like a
treat. Parlour is where everyday ease meets curated sophistication, made to empower anyone who walks through our doors. 

Welcome x