30 years of fashion with a passion

TERRY Daly does not mince words when sharing what he loves most about his job.

“I love my job, I love my customers and I love the customer service we offer,” he says.

[showads ad=MREC]It’s no surprise that his men’s fashion boutique, Daly Male, has reached a milestone in celebrating 30 years in business this year.

Located right in the heart of Oxford St, Sydney’s “gay strip”, the boutique has become an icon of sorts for the community. Founded in September 1985 — coincidentally on Terry’s birthday — Daly Male continues to stand proud and thrives in the face of Oxford St’s constant changes.

“We’re here for everybody” Terry says.

“I have a very good mix of both straight and gay clientele.”

Daly Male has experienced various venue changes in the past three decades. Its first shopfront was located in Cremorne, on Sydney’s lower north shore, before it relocated to Paddington in the eastern suburbs in 1989. Its current double-shopfront at 88-90 Oxford St, Darlinghurst, opened in 2006.

Terry says that apart from the venue changes, the success of Daly Male is in the service he offers which he has strived to constantly improve upon over the last 30 years. He also believes the latter is the reason why his shop has bucked the trend in the rise of online shopping. Having his boutique introduced onto Facebook, Instagram and Twitter has given his clientele the opportunity to browse prior to purchasing online or in-store, and the launch of a website is just around the corner.

“I’m very lucky I have great staff and a very good clientele,” he says.

“Every customer who comes in gets great service. We’re not pushy, we make you feel welcome and provide genuine advice.”

Terry adds that when he first opened his shop in 1985, he focused only on Australian products and brands. These days, Daly Male’s range is diverse.

“Our range has become more international,” he says.

“We have all the latest from around the world.”

Terry takes six or seven buying trips each year to Europe and Asia to source products and new ideas to maintain the fresh perspective of the store.

With high-end brands like Shoreditch, Croft, Brooksfield, Stacy Adams, 2eros, Florsheim, David Smith, Bell & Barnett, Tribe, Uberstone, No Excess, Modus Vivendi, Martino Carolus, LaFitte, English Laundry and more — it’s no wonder his fashion business has done so well where others have come and gone.

He says by keeping the stock current and fashionable, it encourages loyal customers to return. From underwear to casualwear, to on-trend blazers and suiting, Daly Male covers all bases, while maintaining its integrity as a particularly gay-friendly retailer in the heart of Sydney.

Terry says the busiest times of the year for Daly Male are Spring Racing Carnival, New Year’s Eve and the Sydney Gay and Lesbian Mardi Gras periods, with the latter being his favourite time of the year in the store.

“There is at least eight staff on the floor at Mardi Gras time, with friends and family loving to help out, and a full store of customers,” he says.

“Everyone is always having fun and we often have customers coming in just to look and see what the excitement is all about.

“Everyone leaves happy and with a smile, and I love that.”

For more details, become a fan of Daly Male on Facebook, or follow Daly Male on Instagram and Twitter

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