Michelle Ramsay has spent more than half her life standing behind the counter at Ramjet on Newcastle's Darby Street and enjoyed every minute.
But it is time to move on.
She and her graphic designer husband Ben have started a new business, Urns by Kingston, and her beloved Ramjet is for sale.
"This is simply a decision that feels right for the next stage of my life," Ramsay says.
"Ramjet is still a successful business, and I'm incredibly proud of what I've built over the past 25 years. I'm not selling because the business is struggling or because I've fallen out of love with it.
"Ben and I have been manufacturing and selling cremation urns in the United States and Canada for the past three years, and we have identified an opportunity in the Australian market - and so Urns by Kingston was born.
"As that business continues to grow, I've realised that I can't give two businesses the attention they both deserve."
Rather than spread herself too thin, Ramsay is looking for someone who can take Ramjet into its next chapter ... someone who can build on what she's created.
She was people-watching on Darby Street years ago when she came up with the idea of opening her own shop.
"I felt there was room for something different; a store that was interesting, a little bit quirky and less predictable. Somewhere people could find great clothes but also have an experience and some personalised service," Ramsay says.
"I wanted the store to have its own personality. I wanted people to come in and never quite know what they were going to find."
She opened Ramjet in 2001 at the age of 26.
She had always loved clothes and fashion but had never followed trends.
She still doesn't.
"I love individuality - finding pieces that make someone feel great and putting things together in a way that feels like them. For me, it's about having fun with fashion and helping people find something that suits their personality."
Ramsay's brand of personalised service made shopping at Ramjet an experience rather than a chore for her many repeat customers.
"I grew up in hospitality and sales, so connecting with people, reading the room and making customers feel comfortable has always come naturally to me," she says.
"I've always believed people remember how you make them feel. At Ramjet we've always tried to get to know our customers, understand what they like and, importantly, know when to leave them alone. Sometimes people want help and sometimes they just want to browse.
"A lot of our customers have been coming to Ramjet for decades. That is probably one of the greatest compliments we could ever receive."
There have been hurdles over the years, of course. They come with the territory.
"The biggest challenge has probably been keeping a small independent business relevant through so many changes. We've lived through the rise of online shopping, social media, COVID, the light rail and art gallery construction, the GFC, changing shopping habits - the list goes on," Ramsay says.
"But I think the fact that Ramjet is still here, still busy, and still loved after 25 years, says something about the store and the people who support it. I like to think we're pretty much bulletproof at this stage!"
Does Newcastle have its own sense of style? Her answer is an immediate "yes".
"We're a coastal town, so there's a relaxed, effortless feel to the way people dress here. At the same time, Newcastle has such a strong arts and creative community, and I think that's reflected in the way people dress," she says.
"There's a real willingness to be individual and experiment. You'll see someone wearing something very fashion-forward with something really casual, or mixing vintage with new.
"That's also one of the reasons I started Ramjet Re-Loved. Pre-loved fashion has become increasingly popular, and it felt like a natural extension of what we've always done at Ramjet. It's sustainable, individual, and fits beautifully with Newcastle's creative spirit."
Ramsay says she'll miss the retail and hospitality community that defines the Darby Street strip.
"Darby Street was actually not too different 25 years ago. It already had a wonderful character, a strong independent spirit, and a real sense of community among the businesses. Businesses come and go, of course, but fundamentally Darby Street has always held its own. It has always had its own identity and remained a destination for people looking for something a little different."
But it's the customers she will miss the most.
"I've watched people get married, have children, change careers and grow older - and we've been there dressing them through all those different stages of life," Ramsay says.
"When you spend that long in one place, you become part of people's lives, and friendships develop that go far beyond simply selling someone a dress.
"I feel really chuffed when I see locals who have moved away, or even overseas, come back to Newcastle for a visit. Countless times I've heard, 'A trip back to Newcastle always has to involve a visit to Ramjet'. Some customers have been shopping with us since I opened, and now we're dressing their daughters - and in some cases, their daughters' daughters. That's pretty bloody special."
Ramsay's next chapter, Urns by Kingston, started with aluminium cremation urns and has grown into a much broader range, including timber urns and scatter urns.
"The designs are what really make our urns different. We've tried to move away from the traditional idea of what a cremation urn has to look like and create something much more modern, personal and design-focused," she says.
"We've already had success selling into the US and Canadian markets, and we're soon launching a different range for the Australian market with a more natural, organic aesthetic that we think will really resonate here.
"It's very different from fashion, obviously, but there are actually similarities. It's still about design, individuality, and creating something that feels personal to the person buying it."
She says 25 years is "a bloody long time for a small independent business" and thanked Ramjet customers and staff for their support.
"You've kept the doors open, the racks full, and me behind that counter for half my life. But I'm not saying goodbye just yet. I'm looking forward to finding the right person to take Ramjet forward."
