Pascoe Tales, Pascoe Vale


This stylish store opened in May 2019 with a unique offering of ethical and handmade gifts. It joins a new wave of businesses growing a loyal following among locals in up and coming Pascoe Vale.



Business type Gift store
Industry Retail
Suburb Pascoe Vale
Founded in 2019
In Moreland since 2019
Core offering

Ethical gifts from local artists and makers



After trying and failing to find handmade gifts in her neighbourhood like the ones she was finding on visits to suburbs like Northcote and Fitzroy, or on day trips to Daylesford or Kyneton, Kelly Williams figured that if she was looking for a place to shop locally, then others probably were too.

“I’d been watching cafes and restaurants opening up in Pascoe Vale, and realised there was growth happening in the area. I decided it was time to take a risk and open my own business,” says Kelly, a music teacher by trade who was looking for a change and was keen explore the aesthetic side of her creative streak.

Located in the Sussex Street shopping strip, Kelly sources products for Pascoe Tales from social media, markets, Instagram, or from talented locals who drop in to show her their work.

“I have a ‘philosophy checklist’ that helps me decide how suitable each maker or product is. I aim for locally designed and made, sustainable, eco-friendly and animal-free products,” says Kelly.

“I’m learning quickly about the compromises that need to be made to sustain the business while sticking to my beliefs. If I can prevent plastic coming from suppliers, for example, I can play a part in creating a culture of shopping with a light footprint on the earth.”

A range of eco-friendly household supplies has quickly become a large part of the business as locals look to purchase closer to home.

“Customers have said they’d rather support a local business even though they could buy the same item online,” says Kelly, whose customers have helped to spread the word by sharing information about Pascoe Tales online.

“Locals started letting each other know about the shop opening, and I had people from all over the area coming in saying they’d seen it on Instagram or Facebook. It was quite exciting!”

For many, it’s an easy stroll from home. During the week, mums with young children or grandparents pop into the store. On weekends, the Sussex Street strip is bustling with families out walking their dogs and having lunch.

Kelly has found that local businesses are supportive of each other, and keen to build connections.

“The business community in this area is phenomenal. There’s no sense of competition, but rather encouragement and support for all businesses to succeed…meeting like-minded people has been crucial in establishing Pascoe Tales.”




Images courtesy of Pascoe Tales.