In the heart of the Beardy Street Mall in Armidale, something quietly magical is unfolding.
Behind the doors of 168–170 Beardy Street, a 150-year-old building is being lovingly restored and reimagined, not simply as an antiques store, but as a heritage-inspired space where history, craftsmanship and community come together.
For proprietor Wayne Boyle (better known in Emporium circles as “Mr Good”) the building itself was always going to be central to the vision.
“It’s the original chemist in Armidale. It’s over 150 years old,” Wayne says. “So, the first thing we looked at when we visited the building was what was left of that heritage… luckily most of the original ceilings are still in the shop and lots of other features. So, we’ve uncovered as much as we could.”
While the building is not heritage listed, it sits within a heritage overlay, opening the door for further thoughtful restoration works.
“There’s actually a council grant on offer at the moment, so we’ll be doing some more works on the shopfront,” Wayne said. “It’s not the original shopfront, sadly, but one day we might swap it over and put an old-style shopfront back in.”
Inside, plans are also underway to honour the site’s past. “We’re going to set up a display in the back of the shop honouring the original owners (the Mallam family) who were here for a hundred years, and some Armidale memorabilia.”
For Wayne, the history isn’t decorative – it’s foundational.
“The building had to be over 100 years old. You couldn’t do this in a new building, this wouldn’t work.”
That sense of authenticity underpins everything at Jolly Good Emporium. While antiques form part of the offering, the space has evolved into something broader and more layered.
The Emporium operates on a consignment model, providing a platform for local collectors, vintage enthusiasts and artisan makers.
“It’s basically handcrafted,” Wayne said. “We want to be quality. Whether it’s new pottery, artwork, metal work, as long as it’s good quality. Basically handcrafted, we want to get away from the mass-produced.”
“We have quite a few local artists on board,” Wayne said. “We’re very open to taking in work from the locals as much as we can and just supporting the local community, and we can rotate them around as we get more of those on board.”
The result is a space that feels curated but never contrived. A space that is layered, welcoming and full of stories.
“I’ve worked in shop fitting for over 20 years,” Wayne said. “There’s no sort of magic formula. It’s just what I would be comfortable with. What we’ve got here just seems to work.”
Wayne also brings more than two decades of experience in commercial fit-outs and design to the venture, a background that subtly shapes the Emporium’s distinctive atmosphere. That expertise is evident in the carefully considered layout of themed spaces, the balance between old and new, and the sense that every corner has been thoughtfully curated rather than simply filled. It’s professional polish wrapped in heritage charm.
Rather than rows of shelves, the Emporium is arranged in themed “rooms” that invite customers to wander.
“We don’t have walls, but we have different themed areas,” Wayne said. “People just feel comfortable and it’s a relaxing space. We’re not pushing anyone out the door – There’s nice music on, soft lighting.”
And then there are the memories.
“People come in the store every day and it brings back memories from their childhood, which is lovely. Everything’s got a story. They’ll say, ‘That reminds me of my grandmother’s house,’ and it brings all that respect back.”
That emotional connection is something Wayne believes simply can’t be replicated online. While the Emporium maintains a presence on Facebook and is expanding its marketing reach, e-commerce isn’t on the cards.
“People still like the experience,” he says. “Come in store and touch and feel it.”
Adding another layer of charm is the whimsical personality behind the name.
The “Jolly” comes from Wayne’s brother, nicknamed Jolly after many years in Byron Bay, while Wayne adopted the mantle of “Mr Good.”
“I said, ‘Well, if you’re Mr Jolly, I must be Mr Good,’” Wayne said. “And he came up with that whimsical character, looks like a robot with a moustache. I think that one’s going to stick.”
That sense of theatre carries through to the much-anticipated Stage Two opening on March 20 – a date rich with symbolism. It coincides with International Frog Day, World Happiness Day, Wayne and Jolly’s 60th birthdays, and 141 years since Armidale was proclaimed a city.
Stage Two will almost double the size of the Emporium, opening up the back half of the building and creating more space for displays, accessibility and events.
“We opened the front half for Christmas, and we’ve been working on the back half,” Wayne says. “It’s almost double the size so you can expect lots more and bigger, better displays.”
Behind the scenes, Wayne is quick to acknowledge that Jolly Good Emporium has never been a solo endeavour. His partner, Jakob, has been instrumental from the very beginning – from the dust and determination of the renovation phase through to the day-to-day rhythm of running the store.
Whether restoring original features, refining displays or helping bring Stage Two to life, Jakob has worked quietly and steadfastly alongside him. As Wayne readily admits, the Emporium simply “wouldn’t have been possible” without that shared commitment and support.
Celebrations will begin from 4pm, with drinks, nibbles and music, including a performance by the local pipe band, of which Wayne is a member.
“It’s just a big open celebration,” he Said. “Open to everybody.”
Beyond the party, however, lies a broader ambition, one that extends well beyond the Emporium’s walls.
“We’re here to stay,” Wayne said. “We’re working with a few of the other shopkeepers. The business chamber has just been revived, so we’re a member of that.”
He speaks passionately about reviving the Mall’s former vibrancy. “Everyone keeps saying how good it was back in the day, and we want to bring that back. It’s not just words.”
Recent markets saw more than 200 people through the shop in a single Sunday. “The more people we bring in, the more shops we can fill up and bring the light back into the Mall.”
For Wayne, Jolly Good Emporium is not simply about selling beautiful things. It’s about restoration, of a building, of memory, of community spirit.
Step inside, and you’ll find more than antiques. You’ll find craftsmanship, character, conversation, and a little more happiness too.
To keep up to date with Jolly Good Emporium, follow them on Facebook.
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