Present Story


Linda Whiteside’s gift and homewares store, Present Story, stocks locally made, Australian designed, and ethically sourced products. Linda supports as many Moreland makers as she can, and gives back to her community wherever possible.



Business type Gift store
Industry Retail
Suburb Coburg
Founded in 2015
In Moreland since 2015
Core offering Gifts and homewares


WHO… my local makers are

My concept is that even gift should tell a story, hence the business name Present Story. Moreland makers I stock include Tracey Talko of Resinate Designs, who is based in Brunswick and creates beautiful resin jewellery. Jo Power of Things By Bean in Coburg creates fun and quirky cards, to celebrate all occasions. Jessie Scott started photographing Coburg more than six years ago, and has produced a wonderful book documenting the changing architectural landscape of our diverse suburb, The Coburg Plan. The London Drum is another Moreland business who are fast becoming Melbourne's best loved brand for organic, loose leaf teas and herbal tisanes. Alexandra Sommer’s Songbird Australia is a social enterprise that supports the protection and conservation of Australia’s birdlife and their native habitats through the sale of their hand made jewellery range.

HOW… I promote my business

Marketing is predominantly through social media and newsletters, with my most successful marketing being ‘word of mouth’. I frequently have new customers who tell me that their friend, relative, colleague, had visited the store “and they just have to come and check it out”. I’ve also found people really responsive to my Concierge Gift Service. This is a way for me to offer a personalised shopping experience for those who cannot make it into the shop.

WHAT… my typical working day is like

I’m not sure if there is a typical day, but if there is it might look something like this: follow up on emails from customers and suppliers; check for stock due in; reconciling supplier payments and business invoicing; drafting social media posts and working on my marketing plan; researching new products and suppliers; cleaning, creating new displays, coding and merchandising new products; working on my website and online store!

WHY… community is important to me

Community is everything! I am so grateful that I have the support of my community and feel it is important to give back wherever possible. I recently contributed to the ‘Heat The Homeless’ initiative where we collected more than a hundred coats for those sleeping rough in Melbourne this winter. One of my favourite things is when a customer comes back into the store, specifically to tell me how much their recipient loved the present they had bought. The joy that comes from gift giving can be very special and I am constantly delighted by the feedback I receive from my customers.Present Story is a Moreland Made success story!

Present Story is a Moreland Made success story!

Image courtesy of Present Story


Read more about the Moreland Made campaign and how your business can get involved.