CHARMAINE Schaenzel, owner of Raby Bay Resort, has turned a difficult personal setback into a thriving business.
The boutique, which specialises in resort-style clothing and accessories, opened its doors four years ago after Charmaine lost her job in the city due to the Covid-19 pandemic.
With a background as a personal stylist for eight years, opening a clothing store seemed like a natural progression for Charmaine, but she had a unique vision for it.
“I dressed women for a living, so it was just a natural progression to own a clothing store,” she said.
Charmaine wanted to bring something special to the Raby Bay area – something that combined shopping with the leisurely pace of Bayside life.
Raby Bay Resort stays open late on Friday and Saturday nights to give people the opportunity to shop after dinner or a day at the beach.
“I always said that the harbour should have a clothing store,” Charmaine said.
“I thought it would be nice when you’re out at a restaurant to be able to go shopping afterwards.”
The store, located opposite Cold Rock Ice Creamery, carries a distinctive line of women’s clothing that’s perfect for the Bayside lifestyle.
Charmaine started by selling other labels but quickly shifted to designing her own clothes.
Her clothing is tailored to suit both the casual daytime vibe of the area and the more dressed-up atmosphere of evenings out.
Charmaine has also ventured into fabric design, creating exclusive prints that reflect the store’s unique aesthetic.
The store has a steady stream of loyal customers, many of whom return regularly for both the clothing and the accessories.
“People really love it,” Charmaine says of her accessory selection, which includes everything from sunglasses to jewellery.
“Some days, I sell more accessories than clothes.”
The customer base is a mix of locals and visitors, with the latter often spending more due to the exclusivity of the products.
Charmaine notes that about 60 per cent of her sales come from repeat customers.
Looking towards the future, Charmaine plans to expand her brand.
She’s working on setting up an online store and will soon begin wholesaling her designs to a select group of stores in areas like Port Douglas and the Gold Coast.
Despite her plans for expansion, Charmaine is committed to maintaining the personal touch that makes Raby Bay Resort special.
She continues to use the store as a space to test new designs, adjusting them based on customer feedback.
“People try it on, I’m like, ‘Ooh, I think next time I might just adjust this or that’, she said.”
As for the success of her outfits, Charmaine couldn’t be more pleased.
“I made 12 [of a particular design] and sold them within the first 10 minutes of my fashion show,” she recalled.
It’s clear that Charmaine’s combination of unique, locally designed clothing, a customer-focused approach, and a carefully curated shopping experience has made Raby Bay Resort a true success.
