Dorothy & Mae

Dorothy & Mae, women's fashion boutique in Sydney

Dorothy & Mae is a family-run women's fashion boutique, established in 2016 and based in Sydney. The business was founded by Dorothy, who for more than ten years personally served the women who walked into her shop, and in time her daughter Mae joined the project. The company presents itself as a small retailer dedicated to helping its customers find pieces they feel good in.

The end of an era: Dorothy's retirement

After more than a decade in business, the founder has decided to retire and close this chapter of the business. The site announced a retirement sale with discounts of up to 80% across the catalogue, presented as a way of thanking the community that supported the project throughout all those years. Dorothy herself signs a message in which she describes the boutique as one of the greatest joys of her life and the shipping of the last pieces as the way to close the chapter.

Clothing and footwear in the catalogue

The offering is organized into several product families, with dresses as the most prominent category:

• Dresses: midi and tummy control styles, summer dresses and linen and cotton dresses, including V-neck designs with floral or striped prints.
• Long blouses: several long blouse styles with a V-neck.
• Footwear: orthopedic slip-on shoes, orthopedic sneakers, orthopedic boots and vegan leather boots, as well as Mary Janes and loafers.
• Other categories: two-piece sets, tops and T-shirts, swimwear, bottoms and the Sun & Sea line.
• Accessories: anklets, bracelets, earrings, necklaces, rings and copper jewelry pieces.

The catalogue also includes a selection of midi dresses and a linen and cotton edit, along with sets from the Valora line.

Purchase conditions and customer service

During the retirement sale, the site offered free shipping across Australia and a 30-day return guarantee, with a refund for pieces returned within that period. Customer service is provided by email, with answers to any questions about sizing, shipping or orders. The site also advertised volume promotions — 10% off when buying two items, 15% off when buying three and 20% off when buying four — and a $100 shopping credit giveaway for those who subscribed to the newsletter.

Customer profile

The company's communication is expressly aimed at women, with a focus on comfortable and flattering clothing and orthopedic support footwear. The business's journey is described in terms of accompanying Sydney customers in choosing pieces they feel good in.