Cairns Entrepreneur Launches Eco-Retail Store on Grafton Street

Mia Rivera opened Threads of the Reef at 47 Grafton Street on 8 July 2026, stocking clothing and accessories produced by Far North Queensland makers.

The store launch comes as visitor numbers to Cairns rise after two years of subdued tourism, with the city seeking new retail options that keep spending inside the region rather than online platforms. Rivera's decision to focus on local suppliers aligns with efforts by Cairns Regional Council to support small operators against national chains.

Site chosen for foot traffic

The 120-square-metre premises sits two blocks from the Cairns Esplanade and one street from Cairns Central shopping centre. Rivera selected the location after reviewing pedestrian counts recorded by the council's economic development team in the first quarter of 2026. The site previously housed a vacant bookshop that closed in late 2025.

Rivera drew on the council's Small Business Support Program, which provided a $12,000 fit-out grant and access to mentoring sessions held at the Cairns Business Hub on Sheridan Street. She also partnered with the Trinity Inlet Markets for weekend pop-ups that began in April.

Numbers behind the opening

Rivera invested $185,000 of her own funds plus the council grant. The store employs four full-time staff and six casuals, with wages starting at $28.50 an hour. Early sales data from the first four days showed average daily revenue of $3,200, above the $2,100 projection. A similar eco-focused outlet in Townsville reported a 22 per cent rise in foot traffic after its own launch in March 2025.

Shoppers can visit Threads of the Reef between 9am and 5pm on weekdays, with extended hours planned once cruise-ship schedules resume in August. Rivera will hold a supplier open day on 22 July at the store for makers interested in consignment terms.