The Swish Insider: drop by Swish Armidale store and say Hi to Norma and Jeanette!

In today’s Swish Insider issue, we’re heading straight to Armidale, NSW, to interview 1/2 of the local Swish Fashion team run by the dynamic sister duo: Norma and Jeanette. 

Say hello to Norma (the Armidale store manager), who was happy to answer a couple of questions about her journey on board with Swish.

Swish Armidale store manager 


Hello Norma, can you please introduce yourself to our readers? Please tell us a couple of words about you, we’d like to know more about a member of the Swish Team.

My name is Norma, I manage the Armidale Swish Store.
I have been in the fashion industry for 49 years. Began my career with Grace Bros (an Australian department store chain) in 1970. Which means I started when I was just 2 years old :)
After another 10 years I moved to Armidale to pursue my dream… which was founding my own business!

How long have you been working in the Armidale Swish store?

I have been working with Swish since Anita (Carmody - founder and owner of Swish) acquired my business four years ago.

Do you mind telling us how it all started?

When I had my own business, Swish was one of my primary labels for fifteen years, so it didn’t take too much convincing Anita, she should take on my store…
Very soon after that, we had Swish in Armidale.

Who are your customers and what do you like the most about them? Are they mostly from Armidale or do they come from other cities as well?

Our Customers come from all over the New England Region, as well as our loyal customer base here in Armidale.

Imagine you were given a perfect day… how would you spend it?

Normally, a perfect day for me means spending many hours in my beautiful garden. Also catching up with family and friends.

Once you lock the door of the store, what do you do after work? Are you more of an outdoorsy type or do you prefer to stay in?

Spring and summer, we do a lot of camping and exploring our beautiful national parks.
In the winter, we spend a lot of time by the open fire.

Last but not least, what is your favourite piece from the Swish Fashion store?

51010 Paradise Floral Shirt



57036 Animal Art Dress


57037 Basic Dress (both colour variants: eclipse navy and black)

1015 Black Palazzo Pant