Mother daughter team Pam and Bonnie Storer have added some life to Warren's main street with a new retail offering that is already building a regional reputation.

"It's something we've always wanted to do, we just never thought we'd do it together," said Bonnie Storer, co-owner of Ellerslie Lane.

"Mum thought it would be her retirement (from teaching) but then an opportunity presented itself."

"Buy from the Bush was born in Warren and was showcasing all these beautiful products from Australian entrepreneurs. So, when a gift shop closed in Warren last year, we thought 'this is our chance'.

Pam and Bonnie Storer enjoying a joint shift at Ellerslie Lane, Warren.

Bonnie and Pam decided in about August 2021 to seize the opportunity and start a business. 

They opened their doors just three months later with a wide array of products on display and Ellerslie Lane's champagne opening in mid-November saw the rooms packed with locals. 

"It was so overwhelming and lovely," Bonnie said, "We love where we live, and having a community who support local business, is one of the reasons why we do."

"If you're not into golf, ag or footy, town can be pretty quiet. We're trying to create a space that's a real hub for women so they can watch what comes in and enjoy the space, browse the products and chat," she said.

"If we can be the space for people to do that we've ticked all our boxes."

While Pam has not quite given up primary teaching, she is now deep into the business, being the store's main buyer as well as sharing in-store duties with Bonnie and other daughters Pip, who works two days a week, and Millie who helps out in school holidays. 

Ellerslie Lane is named after the rural road where the family made their home after moving from Victoria 26 years ago but the retail space is occupying an impressive building on the corner of Warren's main intersection. 

"Years ago, it was a bank, then a coffee shop," Bonnie said. It’s such a beautiful, open, light space. It's got great floorboards, really rustic, which add to its vibe."

An empty building occupying a prime site at the entry to Warren's main street has been re-energised by the Storer family's new enterprise.

The Storers have created a soothing, stylish space as the stage for a smorgasbord of gifts, homewares and fashion which is drawing local shoppers and day-trippers from around the region. 

"We love supporting as many Australian entrepreneurs and their products as we can while also trying to source locally designed and made pieces because we want everyone to know how clever and creative people are out here in the bush and Australia wide. We have Penny Heuston's paintings, Bel Bryans photography, Fay Noonan's quilts, Nat Schieb’s prints and Rosie Turnbull's dressing - just to name a few."

Good times seem to be ahead for Warren's retail heart, with neighbouring coffee shops, Lou Webb’s millinery business opening across the street and the newsagency diversifying their range.

Bonnie says the growth is built on local support.

"People want to support you, they really do. They'd rather shop locally whenever possible," said Bonnie.

"It's nice to see a bit of life back in our main street. Shopping at the moment is pumping."

As the traffic builds and more and more people are bumping into each other in Ellerslie Lane, the family have set their creative minds on some other ideas for the business.

"We have a great courtyard that we'd like to use for live music and cocktails - so watch this space."

Ellerslie Lane is open five and a half days a week and also online.