A budding fashion design student in those days, Ms Grimshaw landed a job at the Melbourne store, later giving her an introduction to buying clothing for a business.

Now a 27-year-old, she's brought those lessons home to the south-west, opening a Port Fairy store to appeal to different generations who she hopes might even come to shop together at the store.

"The concept is that most women can walk in or walk out with something," Ms Grimshaw said.

"Someone might be coming to shop for an 18th birthday present, or an older lady in her 60s or 70s could come in and find a beautiful linen shirt.

"It's casual wear that can be dressed up and dressed down. Garments that slot into everyday life. Rather than being too casual or formal."

Ms Grimshaw opened Golden Store last month when coronavirus restrictions eased and allowed Melburnians to return to the south-west.

"The first weekend of trade was amazing and it has been pretty consistent through the weeks and the weekends," she said.

With the help of about eight family and friends the store went from empty to stocked and open in 24 hours.

It now employs two staff for summer.

The pandemic also accelerated a plan for Ms Grimshaw, who grew up in Tyrendarra, to return to the south-west and open a store.

"The idea has floated around in my head for the last 12 or so months. I wanted to start something myself," she said.

"I felt like there was an untouched market in Port Fairy to bring some groovy brands down. To hit the mark."

The store stocks affordable fashion, jewellery and accessories brands for women and men, including everything from cult AG Adriano Goldschmied denim and St Cloud knits to eco-friendly Veja sneakers and elegant lingerie from Saturday the Label.

Ms Grimshaw said her personal favourite items were floor sweeping shirt dresses by Melbourne designer Aestas.

The store has taken over the former Driftwood Cafe site on Bank Street.

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