William the conquerer — Local Paddo

In the 38 years since the Francis family opened its chocolate shop on William St, they have certainly seen it all: good times, bad times, in-between times, boom times.

“Probably the peak was the late-80s, early-90s, when (fashion designer) Collette Dinnigan was here and Sass & Bide were across at the Paddington Markets,” says Olivia Francis, who these days is the custodian of Just William Chocolates, a petite purveyor of jewel-like creations.

“But I have to say, it is beginning to feel a bit like that again. It’s getting that old feel back.”

Like many areas of Paddington, William St’s fortunes have waxed and waned over the years, a victim of fluctuating fads, including the early-2000s trend of retail heading inside to mega-malls.

But times are changing again and an influx of new and unique boutiques has arrived to make William St home. The two biggest stars are cult boho fashion and homewares brand Lucy Folk, which opened last year, followed by the luxury swimwear label Fella, which launched this summer.

Both boast stunning immersive fit-outs by interior designer Tamsin Johnson, whose own store, No 33, is wedged between the pair.

The trio join an increasing number of stellar outfits, including other notable newcomers — The Raconteur at No 20A, with its experiential space offering incredible candles, fragrances, teas and more; Poppie Pack with her photographic gallery at No 29; and interior designer Dylan Farrell Design at No 54.

The line-up fills out a street already studded with stars, from jewellers (By Charlotte, Sarah Gardner Fine Jewellery), to fashion (Nudie Jeans, Poepke, Kind Humankind, Mara & Mine, Sonya Hopkins and more), to one-off stores including Bess, with its divine Australian native florals, Puddleduck Toys, Neil Grigg Millinery and the longstanding luxury consignment and designer recycling stores, Di Nuovo and Pelle.

On top of that are the food and drink offerings — Alimentari, the London Hotel, the Paddo Inn, 10 William St, Tuckerbox and Il Baretto — and the increasing presence of excellent wellness and beauty providers, the likes of The Dao, Kaizen, Nua Skin Bliss, Renew by Ren, Metalia Studios and Body Beautiful.

“I have grown up on William St and it really feels like it is getting back to those 80s and 90s days,” says Francis. “It feels like that creative energy is coming back and a lot of shops that are opening have a design element to them. You go in there to be immersed in the experience.”

Craig Andrade from The Raconteur, who has named his immersive store at 20A William St, The Embassy, says the attraction of the street is the curated experience it offers.

“I love William St because I think the diversity of what’s on offer on the street is exceptional,” he says. “We have exceptional quality smaller artisans making beautiful things that you just can’t find anywhere else. It’s not a mass consumer street.

“There’s a lovely idea here of craftsmanship, of handmade things that are really thoughtful and considered, from wedding gowns to chocolates to decorative objects. And it’s the beautiful juxtaposition every few shops of something different that is tailored to informed customers who understand and appreciate the retail experience.”

One business that has proved controversial is a proposed wine bar and store slated to inhabit what was until recently the Venroy Man shop at 58 William St (Venroy Man has joined forces with its other Paddington Venroy store at the Intersection on Glenmore Rd).

While some locals who live around the London Hotel — itself a fixture of the neighbourhood since the mid-1800s — have objected to the wine bar proposal, most in the neighbourhood are highly supportive of the new venue.

“It would be great to have more buzz around here at night,” says Andrade. “Having another dining venue in the street would make a big difference, and it’s an amazing site for a wine bar.”

Whichever way the council decides on the wine bar, it seems William St is well positioned to capitalise on its laneway situation, its eclectic mix of dining options, its boutique retail sensibility and lovely heritage feel. Indeed, it is in an ideal position to help Paddington once again emerge as a Sydney shopping attraction, similar to London’s Primrose Hill or New York’s East Village.

“It really has a European vibe here,” says Francis. “It’s exciting to be here, and it’s wonderful.”