Talking to Pippa McAuliffe, the owner of popular retail store Billie & Rose, is similar to pumping caffeine through your bloodstream. Her vivacious spirit and endearing vulgarity is not only contagious, but it also explains the subtle transformation Billie & Rose has undergone since her recent reign. With three stores existing in Perth City, Mount Lawley and Fremantle, Billie & Rose is one of the most prevalent retail businesses in Western Australia. With a vast array of Australian, New Zealand and international labels such as Ellery, Salasai and Antipodium comprising its stockist list, the Billie & Rose customer has expanded over the years to accommodate all types. It has established itself as a transformative entity, collaborating with event companies and photographers, and gearing up for the launch of an in-house label and online store.
After interviewing Pippa McAuliffe, we now realise that these small changes in the stock and the store mark the beginning of a positive new direction. With several projects underway and an influx of new labels filtering into the racks, its easy to understand why Billie & Rose has expanded from a shop to a community. Her unique approach to a commercial business is one of the many reasons why Pippa is an enigma, making her the perfect focus for our Contradiction Issue.
It was a Thursday afternoon in the HOMME offices, and our conversation with Pippa was punctuated by loud noises emanating from a nearby construction site.
SARAH: So what propelled you to buy Billie & Rose as opposed to start your own business from scratch?
PIPPA: There were a few reasons. The economy wasn’t at its strongest, so my decision was largely based on that. Also because I absolutely love the labels that Billie & Rose carried, and even if I were to start my own store from scratch, I would have essentially chosen very similar brands anyway. To me it was also important to keep the Billie brand alive and carry that flame, especially because it is so well known and present within the industry here. I couldn’t have chosen—
An unyielding power tool somewhere above interrupted us, and Pippa tapped her toe in mock frustration.
PIPPA: I couldn’t have chosen a better location for each of the stores as well – to me, Billie already occupied the perfect space. It’s more about what Billie & Rose is, it’s a cult store in Perth and it was always my dream to buy it. Everything they were is what I wanted to be. Does that make sense? You can work with that shit, right? Make me sound smarter?
SARAH: I’ll do what I can. Make you look good.
PIPPA: Thanks. Cody made me look good. She successfully polished a turd.
Make up artist Cody Mason had applied Pippa’s make up earlier that day, prior to our photo shoot.
SARAH: I don’t have Cody’s skill.
PIPPA: Stop stalling, Sarah. What’s your next question?
SARAH: Does your business mentality affect your personal one? Do you like to wear only Australian labels or International as well? I mean, you’re head to toe in local brands right now.
Pippa glanced down at her Josh Goot bomber jacket and Carly Hunter dress.
PIPPA: Yeah, I just wear what I like. I own a lot of both, and I mix it all together on a daily basis. I love everything from Balenciaga to Alexander Wang, and I appreciate the quality and the craftsmanship of those international labels.
SARAH: You seem to really support other peoples’ stores too.
PIPPA: I do, because at the end of the day, we’re stronger as a collective. Even in retail.
SARAH: In that case, do you sense that you have in some ways positively influenced relationships between stores? Retail is pretty competitive.
PIPPA: I hope so. Because I worked at Jett Agency prior to owning Billie & Rose, I used to sell to a lot of the stores, and I had the opportunity to build a good rapport with a lot of store owners. I feel that there’s no need to fight over labels or be jealous of other people’s success. Just appreciate it, and move on.
SARAH: It’s amazing that people find the time to bother that much.
PIPPA: Yeah, I know. I think a lot of the time stores spend too much time worrying about what other stores are doing, when they should really just focus on their own.
The construction noise pierced through the room again for a few seconds, vibrating the walls and drowning out our voices. We waited patiently for it to subside.
SARAH: What kind of vision do you have for Billie & Rose in the future? How do you see it transforming from what it was into what it will be?
PIPPA: I want it to be…
She searched the ceiling for the answer to my question.
PIPPA: I want it to be a cult store recognized not just in Perth, but nationally and internationally. Once we go online – and potentially open up new stores beyond WA – I think we’ll see that happen a lot more. I want Billie & Rose to be known for supporting WA labels. Um…
We were briefly interrupted when the HOMME Art Director, Cale Mason, stepped into the office.
PIPPA: Hi, Cale.
SARAH: Hi, Cale.
CALE: Hey.
Pippa made an obscene suggestive gesture at him, to which he casually rolled his eyes and walked back out of the room, shutting the door behind him.
PIPPA: I forgot the question. What was I saying?
SARAH: Billie’s future.
PIPPA: Oh, yeah. I don’t just want it to be somewhere you shop, I want it to be an institution. I want it to be a place where you come to hang out, and talk to the staff, and talk shit. I want people to feel comfortable no matter who they are. Moving forward, I want it to be more creative.
Pippa dropped back into character and started talking in one of her many theatrical voices.
PIPPA: I just want to do cool shit, eh.
SARAH: Yeah, sick. What kind of aesthetic does Billie & Rose accommodate?
PIPPA: Everything!
SARAH: Everything?
PIPPA: Everything.
SARAH: Elaborate.
PIPPA: I think we accommodate anyone from about sixteen to sixty, maybe even older or younger, depending. I think we have three price point categories: there’s high end, which is Ellery and Magdalena Velevska etc; there’s mid range, which is Shakuhachi, Friend of Mine, etc; and there’s low end, which is Cameo and Cheap Monday, etc. So we cater for everyone. It’s like Billie is for anyone, and who the fuck is anyone to say what Billie & Rose is?
Pippa winced in pain and readjusted her seating position, mumbling something about aching muscles in her behind.
SARAH: The Billie Girl could be a few different girls.
PIPPA: Exactly. There’s the girly Billie Girl, there’s the punk Billie Girl…
SARAH: Right, so are you all of those Billie Girls? Or are you a particular one?
PIPPA: When I was younger, I was the girly girl or the vintage girl. Then I grew up, and I started to get into my dark layers. Then I grew up some more, and I began to appreciate high end labels more, particularly the quality and the intricacy and collaboration. This sounds so fucking shit and wanky, but depending on whatever I feel like when I wake up, or depending on what blog inspired me the night before, my style will vary. Whatever mood I take on, that is what I will wear.
SARAH: I think its nice for people to admit that their style isn’t something ingrained in their genes. Its something you cultivate over a period of time, with each magazine that you read or blog you peruse.
PIPPA: That’s just it.
SARAH: Everyone is influenced by everything.
PIPPA: Absolutely.
SARAH: If you could wear one brand from your store, and one brand only, until your dying day, what would it be?
PIPPA: Hold on a sec.
Pippa turned her head to the side to release a burp.
SARAH (laughing): Charming.
PIPPA: Thanks, I know, right. So what was the question again?
I repeated the question.
PIPPA: Probably Carly Hunter, but that’s like asking me to chose a favourite child. It’s quite soft – (Pippa’s tone turned sarcastic) because I’m so soft.
SARAH: And feminine and delicate.
PIPPA (joking once again): And feminine and delicate and androgynous and edgy, and just really, really cool. I’m so HOMME.
SARAH: So HOMME.
PIPPA (dropping the act and returning to solemnity): I also love Emma Mulholland, because she’s quirky and off her head. She’s not scared to make a statement or make a change. She sticks to what she believes in.
SARAH: While also accommodating trend.
PIPPA: That’s it. But at the same time, there is no trend with Emma Mulholland, you wear whatever the fuck you want to wear.
SARAH: Kind of like you.
PIPPA: A lot like me. I don’t give a fuck what anyone thinks. (dropping back into character) Who are they to judge me for looking sick?
Laughter erupted.
PIPPA: In all seriousness though, I think that attitude translates into my buying. I’m not afraid to buy that crazy piece out of collection that might not sell, because I think its more important to support the designer and the statements their making than to make a quick buck.
SARAH: Tell me a bit about your future plans for the store.
PIPPA: Well, we’re moving offices pretty soon. And we’re finally starting our own label called The Vauxx, which will begin as a leather label. V-A-U-double-X, don’t get it wrong.
SARAH (feigning fear): Sorry, yes, okay, got it.
PIPPA: Um. And. The next focus for Billie and myself is the new online store. On top of that, we’re restructuring because we’re growing and getting busier every day and we’ve just hired a PR person, blah blah blah.
SARAH: Finally, Pippa McAuliffe, what are you wearing today?
PIPPA: My housemate’s underwear, because I ran out of clean ones. She’s a size smaller than me, so it’s cutting right into my arse.
We both laughed.
SARAH: I actually meant for you to tell me about the labels in your outfit, but thanks for sharing.
PIPPA (suggestively): Let’s add that to the list of reasons why my butt hurts today.
SARAH: That sounds like a good note to end on.
PIPPA: Not a bad note at all.
WORDS; Sarah Scaife
PHOTOGRAPHY; Sarah Scaife
MAKE UP; Cody Mason
The post BILLIE & ROSE; AN INTERVIEW WITH PIPPA MCAULIFFE appeared first on HOMME.
