As a child, owner Jo-Anne Armstrong loved to play dress ups with her mother’s beautiful handmade clothes. Her love for fashion bloomed in her teenage years as she went op shopping and began collecting vintage items.
After working in the theatre industry for many years, it was a natural progression for her to combine her passions and experience to open Once More with Feeling in 2014.
Inside the bright and colourful shop you’ll find an ever-changing stock of clothing and accessories from the 1920s right through to the 1980s, as well as a range of clothing made from Jo’s personal collection of vintage fabrics and vintage patterns.
It’s the place to find a unique, one-of-a-kind piece for a special occasions or even for your everyday wear. The shop is probably most famous for its range of 70s chiffon dresses and kaftans.
As well as being in the shop, Jo-Anne spends her days tracking down pieces from markets, auctions, estates. Sometimes, people just come off the street bringing in their pieces.
“It’s amazing what people have stored away in their homes,” she says. “This collection of Glomesh handbags in the cabinet case behind me was given to the owner’s mother by the owner’s father. Every birthday or special occasion her mother would receive a bag and she kept them all stored carefully. They came to me beautifully boxed in the original packaging – and most of the handbags looked like they’d never or hardly been used.”
To Jo, Once More With Feeling is not just a shop selling secondhand clothes and accessories. It’s a place where clothing can tell a story about a life well lived, family relationships and the timelines of fashion. Plus, she wants to bring back an appreciation for high quality handiwork that means clothing can survive for years and decades – the antithesis of fast fashion.