The Resilience of Independent Fashion Retail | Adella Greenwood | Grace & Willow

What It Takes to Run a Resilient Fashion Boutique Running an independent fashion boutique today demands resilience, commercial discipline, deep customer connection and the ability to adapt as the retail landscape continues to evolve. In this episode of Fashion Business Mindset, I’m joined by Adella Greenwood, co-founder of Grace & Willow, a much-loved multi-brand boutique located in the seaside suburb of Williamstown in Victoria. With more than two decades in fashion and retail, Adella has built a thriving boutique known for its strong sense of community and its carefully curated mix of Australian and international designers. Together with her sister Hannah, she has created a space where confident, expressive women can discover pieces that reflect their personal style. In our conversation, Adella shares the journey of building an independent retail business over more than a decade, and the realities of operating on the front line of fashion retail. We explore how she approaches brand selection and buying, how independent boutiques navigate competition from larger retailers and online platforms, and why customer relationships and community remain at the heart of Grace & Willow’s success. Adella also shares her perspective on the current retail climate, how customer behaviour has shifted in recent years, and where she sees both risk and opportunity for independent retailers moving forward. This is a thoughtful and honest conversation about what it truly takes to build and sustain an independent fashion business today. In this episode, we discuss: How Grace & Willow began and the vision behind the boutique The evolution of Adella’s buying strategy and brand mix Navigating competition from larger retailers and online platforms The importance of community and customer relationships in boutique retail Leading a small retail team and building a strong culture Shifts in customer behaviour and the current retail climate What discipline and resilience look like in independent retail today Explore Grace & Willow at: https://www.graceandwillow.com.au/ https://www.instagram.com/graceandwil... _________ About Fashion Business Mindset Fashion Business Mindset explores the real stories behind fashion brands, retailers and industry leaders. Hosted by fashion business strategist Elizabeth Formosa, the podcast shares practical insights on leadership, strategy and building resilient fashion businesses. ________ Work with Fashion Equipped in 2026 Fashion Equipped partners with established fashion businesses at pivotal stages of growth and evolution. Elizabeth Formosa provides senior-level strategic advisory across strategy, structure, profitability and decision-making — helping founders and leadership teams navigate increasing complexity with commercially grounded perspective and clear direction. This is experienced, considered guidance for building resilient, high-performing fashion businesses that are designed to last. Interested in Strategic Advisory? The Fashion Business Growth Roadmap is my signature strategic advisory engagement for founders and leadership teams at pivotal stages of growth. Together, we bring structure, financial clarity and a dynamic 12-month growth plan into the business. Book a Clarity Call with Elizabeth here. The Fashion Business Growth Roadmap | Fashion Equipped — Fashion Equipped: Fashion Business Consulting Connect with us: Instagram: @‌fashionequipped Podcast Insta: @‌fashionbusinessmindset Facebook: www.facebook.com/fashionequipped Website: Fashion Business Consulting and Mentoring | Fashion Equipped Interested in Sponsorship? We invite expressions of interest from aligned brands, retailers and industry partners who want to support commercially grounded conversations shaping the future of fashion. To learn more, reach out via email at [email protected] or DM @‌fashionbusinessmindset Let’s build your next phase of growth — with clarity and confidence.