In this episode, I sit down with Paulina, the founder of one of Berry’s most loved and enduring retail experiences, ⁠The Berry Tea Shop⁠, to explore the journey from city-based hospitality burnout to building a destination brand in a small country town.

What begins as a conversation about tea quickly becomes a deeper look into instinct-led decision making, taking risks without a clear blueprint and creating a business that balances lifestyle, product and experience. Paulina shares how a simple idea, sparked by travel, culture and timing, evolved into a multi-layered business spanning retail, hospitality and eCommerce.

The discussion explores:

• The early days of building and exiting a high-pressure café business in Sydney
• Making the move to Berry and identifying what the town was missing
• Starting a business without a clear plan, and backing instinct over certainty
• The realities of launching a retail and hospitality hybrid with no prior experience
• Product development, sourcing and building a brand around quality and authenticity
• The evolution of The Berry Tea Shop brand from “handmade” to refined and elevated
• The shift from word-of-mouth marketing to managing modern digital channels
• The challenges of growing an online store alongside a strong physical retail presence
• Managing team growth, operational complexity and the demands of scale
• Navigating major disruptions, including COVID and personal setbacks, while maintaining momentum

This episode is an honest and layered look at what it really takes to build and sustain a long-term brand. It highlights the importance of backing your instincts, committing fully to the path you choose and continually evolving as both a business owner and brand. It is particularly relevant for founders, marketers and anyone building a product or retail business who wants a realistic perspective on growth, resilience and longevity.

Follow The Berry Tea Shop:

• ⁠Instagram⁠
• ⁠Website⁠

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If you enjoyed this conversation, have feedback, or know a founder, creative or business owner who would be a great guest on the podcast, please get in touch ⁠podcast@digitalhabitus.com.au⁠.

We’re always looking to share more local stories, journeys and perspectives and welcome recommendations or interview enquiries.