If you ask anyone who knows Nikki Holloway, you will find out that opening The Nowhere Nation was a natural move for the die-hard shoe lover. Her first hotmail address (i_luv_shoes23@hotmail.com) was probably a good indicator that she would find a way to weave her love for shoes into a career. 

The Nowhere Nation was born out of her own frustrations with the lack of high quality, unique shoes that were available (especially to try on in-store) in Australia.  “I was always amazed at how playful and different footwear was overseas. The styles, colours & embellishments were just some of the things that I found were lacking in the Australian market. Pair that with unrivalled craftsmanship and I knew I wanted to bring these sorts of shoes to Australian women.” 

In 2018 the doors to the first Nowhere Nation boutique opened and Nikki’s love for shoes and desire to build something of her own rubbed off on her younger sister Mikala, who joined her building the business behind the scenes. By 2019, just a week shy of the brand’s first birthday, the sisters moved the boutique into a bigger premises right next door and Mikala, just having finished University and travelling, became an official front facing co-founder with Nikki.