In an inversion of the Adelaide “brain drain” narrative, Stavroula Adameitis has returned to Adelaide after 13 years in the big smoke, to throw open the doors of her first brick and mortar space.
From little things big things grow
As an aspiring fashion journalist and designer, Stavroula Adameitis left Adelaide in 2011. Struggling to achieve job security in the local industry, she had set her sights on the big smoke and was ready to launch her creative career.
Fast forward to 2023, and Stavroula has returned from Sydney rich in experience and ready to launch her larger than life concept store, Frida Las Vegas: right here in the heart of Adelaide’s CBD. Part fashion boutique and part gallery, Frida Las Vegas offers customers neon art, flamboyant fashion, prints, homewares, accessories and more. So what brought Stavroula back home to grow her business?
“Adelaide’s lifestyle offered me a sense of work-life balance, at the same time as the opportunity to grow the physical presence of my business,” she explains. “The quality of life is more conducive to my sustainability as a creative, allowing me to treat my career like anyone else with a ‘normal job’. And of course, Adelaide’s international reputation as a festival and creative hub fits so perfectly with my brand!”
Finding a work-life balance
The relentless cost of Sydney life meant Stavroula was so busy “on the grind” that she struggled to maintain inspiration. By moving to Adelaide, she recharged her creative batteries, while expanding her business and connecting with other creative collaborators. “Small businesses in Adelaide are supportive of each other. They openly share information. The attitude is: if your business wins, then my business wins. That sense of comradery is quite unique to this city.”
Renew Adelaide’s program was a major drawcard – a way for her to test her concept in a major Australian city without taking a backwards step financially. “I’ve been able to my resources into making new stock and developing local relationships, without putting all my capital into rent. There’s a flow of economic and cultural vibrancy and positivity that can only happen when businesses move forward with support, rather than backwards with unsustainable rent costs.”
Initially located just off Rundle Mall in Charles Street Plaza, Frida Las Vegas formed part of what Stavroula refers to as a “shadow mall” – an alternative retail precinct and community that showcases a growing, grassroots cluster of businesses. It’s the sort of space that customers stumble upon with a genuine sense of delight – a brightly coloured oasis in the heart of the city.
Dreaming big (and very, very bright)
While Stavroula didn’t graduate in her original space at Charles St Plaza, she took a commercial lease in Adelaide Arcade. After testing her model on the Renew program, she dicsovered that as a destination studio, she did not require prime retail frontage. Frida Las Vegas has been a drawcard for many other tenants to Adelaide Arcade, including independent publisher Pink Shorts Press, which has become a regular collaborator.
Human connection offered by a phyiscal space is key to Stavroula’s business model. “There’s real value in having a face-to-face connection with customers and other businesses in the city. I would like Frida Las Vegas to inspire other solo entrepreneurs across all industries.”
The sense of community Stavroula has found in Adelaide is something she’s excited to foster into the future. “I want to set a good example that shows it’s possible – to inspire other solo entrepreneurs and set a tone of optimism. The hackneyed old story of Adelaide being boring is a complete lie. Adelaide has a really vibrant creative community which I couldn’t wait to be part of again, and I want the next generation of creatives to see that. If you can show at street-level that it’s possible, then hopefully you can inspire others to do the same.”