Situated along Darby Street’s strip of vibrant and eclectic boutiques and dining spots sits Hey Tilly – Cooks Hill’s home to elegant pieces and permanent jewellery.

Brought to you by Newcastle-born creative, Sarah Madden, Hey Tilly has called Darby Street home since its arrival in December last year and has quickly become known for its unique retail experience.

Sarah’s journey into the jewellery world begun quite naturally. What began as a hobby crafting pieces for herself, close friends, and family over five years ago, has naturally progressed into something more significant.

“I’ve always really enjoyed making things. I remember even at school just making things and creating art. My sister-in-law still wears a necklace that I made for her over three years ago,” Sarah said.

The turning point for the brand came in 2022 when Sarah introduced permanent jewellery to her markets in Sydney.

“Since bringing in the permanent jewellery offering, the business has really boomed into a different area.”

This unique offering set Hey Tilly apart in a crowded market, paving the way for a successful business model that merged both traditional craftmanship with contemporary trends.

In 2023, Sarah was at a crossroads of deciding to sign on to a lease in Sydney or return to Newcastle after ten years away.

“I had everything lined up for a store in Bronte, but my heart just felt it wasn’t right and that I needed to come back home to Newcastle.”

Following years of honing her craft and developing the Hey Tilly brand in Sydney, Sarah, alongside her partner, returned to Newcastle just over a year ago where she introduced the brand to Novocastrians and Lake Macquarie residents at local markets marking a significant homecoming both personally and professionally.

That gamble has well and truly paid off. Starting with markets across town, Hey Tilly quickly gained popularity with permanent jewellery appointments skyrocketing and a growing waitlist. This ultimately led to Sarah’s next big gamble – to open a bricks and mortar space here in Newcastle.

Navigating its way through real estate agents, Hey Tilly landed its dream spot here in Darby Street and within just seven days of getting the keys, Sarah and her partner had transformed the former Lone Clothing retail space into a bright, feminine, and welcoming jewellery boutique.

Officially opening its doors on December 9th, Hey Tilly celebrates six months since its arrival. The brand has flourished with the vision for the store extending beyond selling products – with its focus about creating an experience for visitors.

“I wanted to have all the jewellery in front of customers for them to touch and interact with. I want people to have that experience. We’ll also always be in here designing and making the jewellery as people walk past. 

“The traditional way of retail is changing and there is a huge shift from either just having an online store or just having a physical space. Now, brands are not opening in the traditional way, they’re focusing on offering a retail experience.”

The boutique’s core (and most popular) offering is its permanent jewellery. The concept has grown in popularity over recent years, and Hey Tilly has created a welcoming environment for you to experience this customisable product.

So, how exactly does it work? Choose your style of chain from the Hey Tilly selection of 925 sterling silver and 14k gold filled chains (you can check out a range of charms to add too). Choose between a bracelet, anklet, ring, or necklace.

Pull up a chair at the welding station where Sarah will apply a temporary clasp to make sure you’re happy with the size and location. Then have your chain welded with Hey Tilly’s state-of-the-art welding machine followed by a quality check and polish.

In addition to the boutique’s permanent jewellery, Hey Tilly is also home to what’s called demi-fine jewellery, made from high-quality yet affordable gold-filled metal.

“Most of our pieces are really everyday wearing jewellery pieces. We’re like your capsule wardrobe but for jewellery.”

Looking ahead, Hey Tilly has plans to grow its offering through a range of hands-on workshops and interactive experiences. Think jewellery-making workshops, market collaborations, and more.

Ultimately, what makes Hey Tilly special is not just its products, but the stories and connections forged within its walls.

“Everyone that comes in has a story. Whether they’re spoiling themselves, marking a momentous occasion, or for a sentimental reason, every single person has a story. Hearing all those so far has been so special.”

Hey Tilly stands as more than just a jewellery boutique, Sarah has cultivated a space where craftmanship, community, and personal stories intertwine. It’s a place that feels like home, both to its owner and to the countless customers who walk through its doors, each adding a new chapter to its ongoing story.