Jo-Anne Armstrong, Business owner

Like what you've read? Share the love!

Resident of West Footscray, Airbnb host

Local business owner of Once More, With Feeling

I run one of Seddon’s popular Airbnb accommodations, very aptly called ‘Huge bright townhouse with terrace’. I also own a vintage clothing store called Once More With Feeling, which sits just below the Airbnb.

I have a performing arts background and have always wanted to be an actress growing up. Growing up in Albury, I found my city girl vibe in Wagga Wagga while completing my performing arts degree in Charles Stuart University. Following my nose for theatre, I ended up in Melbourne.

One thing I did bring from the country was my op-shopping obsession. I have always collected and dressed up in eclectic, second hand clothing, and have fond memories of me parading around in grandma’s clothes.

My partner Ray has always had a big influence on me, as I began experimenting with the idea of opening up a shop. By then, I had collected so much stuff and thought what it would be like to express my creativity. Ray always told me to do something with all my collection as I wasn’t being challenged in my previous job.

We moved to West Footscray 7 years ago, as we loved the diversity of the Inner West. I wanted a shop with a residence where I can live at the back, so our search was very specific. When this shop was advertised for sale in 2014, Ray said to me “We should go have a look.”

The residence also had a terrace, which was the clincher.

Once More With Feeling is the result of many months of name-crunching. It’s a nod to my theatre teacher continuously telling me to express myself “Once more, with feeling.” It’s also these vintage clothes’ attempt at another life.

It has nothing to do with the very famous episode of Buffy the Vampire Slayer; I admit watching that episode after countless number of enquiries from fans.

Seddon at that time was very different. A lot of the existing shops used to be under different management or businesses. A lot of young people are moving in. At one point it felt like there was a café opening up every week! I like the village aspect here. Growing up in Albury, I love the sense of community and people knowing you by name. It’s very appealing to me.

When I bought this place, the shop was still occupied by the previous tenants, and the residence behind was empty. On a holiday in NYC, we stayed in an Airbnb and absolutely loved it. Again it appealed to my sense of community as hotels are so soulless. Airbnb also tends to be cheaper.

One day, Ray turned to me and said “Let’s turn the residence into an Airbnb.” We never even spoke about renting it full time but we decided to fix it up and style it according to my tastes.
Having spent time living in the residence, I had purchased and left all my furniture there. The first family who lived there, is a Kensington couple who had to renovate their home, and lived here for 3 months. With a newborn baby, I must add!

I have made so many friends through my shop and Airbnb, and wish to continue investing more time and energy to the Seddon community. I never thought I would be doing this growing up, but I know I am onto a winner here.

Like what you've read? Share the love!