Bringing Fashion To Hayman

The Age

Tuesday September 13, 1994

IT'S A long way from the windswept streets of Melbourne to the sunny, sandy beaches of Hayman Island in far north Queensland. In fashion terms, the chasm is even further.

Yet Mrs Rosa Maria Cassara-Ahmet, who owns Hayman's small, selective group of shops, sees little difference between shopping on an island or in a major city. If anything, she said, people were more likely to shop on holiday than at any other time.

``It's wonderful to have time to shop. People on holiday are in a relaxed frame of mind."

And when Mrs Cassara-Ahmet speaks of shopping, it is with some authority. The woman has been a key player in the Australian fashion industry for more than 20 years. Surprisingly, that start began in Melbourne where Mrs Cassara-Ahmet first made her mark.

Her love of fashion, however, started much earlier than her eventual love of retailing. Mrs Cassara-Ahmet's father, one of the original owners of Toto's pizza restaurant, opened Melbourne's second expresso coffee bar in the mid-'50s on the corner of Exhibition and Bourke streets in the city.

``At the time," Mrs Cassara-Ahmet recalled, ``there was a poor, struggling artist who used to come regularly for coffee. In return for some meals, he offered to paint the interior walls of the bar. The artist painted a mural of the fall of the Roman empire." That painter was Leonard French, now regarded as one of Australia's best-known artists.

The mural eventually became a talking point throughout the city, and fashion photographer Athol Shmith often photographed mannequins against the artistic backdrop.

``I used to watch all this, and I guess that's how I became interested in fashion," Mrs Cassara-Ahmet said.

That love manifested itself in later years, with Mrs Cassara-Ahmet working in fashion retail, wholesale and promotion.

``I actually organised the first `airborne' fashion show. It was an Ansett flight from Melbourne to Hobart to celebrate the opening of the new Tasmanian casino," she said.

In the mid-'70s, Mrs Cassara-Ahmet turned to retail, opening her first fashion and accessory store, Gerard Caldier, on what was then a regenerated retail area called Chapel Street.

But a Queensland holiday to Airlie Beach in the early '80s was to shift her fashion focus. ``I opened a small fashion boutique in Airlie Beach, and was travelling between it, and my shop in Melbourne."

Eventually, Mrs Cassara-Ahmet and her husband opted to move north, a decision prompted by a request from former Hamilton Island owner Keith Williams, to establish a restaurant and boutique on his newly opened resort.

But following Hayman Island's revamp in the late '80s, Mrs Cassara- Ahmet was asked to add her retailing magic to the island. She didn't hesitate, quickly selling her Hamilton Island boutiques to set up shop on the new resort.

Seven year later, Mrs Cassara-Ahmet has established what is widely regarded as the best shopping complex to be found on any of the Queensland islands.

``We need to be able to cater for every whim a holidaymaker may have," she said. Describing her shops as a ``department store spread over an arcade, rather than over floors", guests at Hayman can buy everything from Australian art and pottery (made by local potters from Airlie Beach) to Broome pearls and exclusive pink diamonds.

International fashion labels include JH Collectibles, Ralph Lauren and Hugo Boss, while local designers include Sandra Soulos. The island also boasts an extensive perfumery, hairdressing salon and beautican.

``Visitors are just astounded at what we offer here. Because I have to cater to all ages and tastes, I need to offer an extensive range of goods," Mrs Cassara-Ahmet said, adding that she travelled overseas at least twice a year to buy clothes and accessories. ``Here, it is very much supply and demand. And if you've got the right product, then there is no problem selling it."

© 1994 The Age

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