The Hills Are Alive…

Edit 21. Behind the Trees, Emerald.

Eight years ago, Jacqui Koelewyn was making wooden toy cameras, a hobby turned small business she ran from a tiny space in Emerald. She manufactured, picked and packed her products there, selling them online.

During this time, an idea sparked out of necessity. “I’m sure there are more people like me who don’t want to travel down the hill for everything,” she recalls. And with that, a small local boutique was born.

Behind the Trees has been supporting locals with gifts, homewares, apparel and flowers ever since.

Jacqui always knew she wanted to own a retail shop. A Hills local born and bred, she understands what it’s like to live in a small town. Behind the Trees set out to fill a gap for locals, saving them a trip down the hill and offering a warm shopping experience.

She approached Bel and Dougie from @thegeneralfoodstore to share the space, and soon after @incywincyemerald became a small hole‑in‑the‑wall café at the front of the store. Together, they created a hub you’d expect to find in Melbourne’s inner suburbs.

As the business grew, Behind the Trees expanded next door, evolving into the store it is today. Jacqui and her team constantly adapt, testing new categories, refining layouts and keeping a close eye on what locals want.

“We want to make sure we service everyone,” she says. Her focus on Australian‑owned brands and unique products has made the store a trusted favourite for locals.

Beyond the shop, Jacqui co‑founded @thelostwoodsmarket with Emily from @alkiraglamping bringing a much‑needed buzz to Emerald post‑Covid. Deeply community minded, she’s always thinking about how to help her town thrive.

“I know my roots are here,” she says. “You need passion - something that sparks joy..and you hope to work with the people you like…I have all of these things…”.

Shop with intention and support local. Visit @behindthetrees_ , Shop 11, 5/7 Kilvington Dr, Emerald.