Need anything but can’t find it anywhere else? In Redfern, locals know just who or where to ask. At the corner of Redfern and George Street is the world-famous Redfern Convenience Store, a nondescript and typical corner shop that’s now a “tourist spot.”
Owned and managed by Hazem Sedda, who inherited the Redfern Convenience Store from his father at the age of 19, the site has flourished into a treasure trove locals can’t live without.
From its inception in 2000, the corner shop stood out and thrived — when other convenience stores closed — because it had products big stores don’t sell and items locals thought they didn’t need but actually do.
Hazem continued what his father built and kept stocking the shelves with imported products. Slowly but surely, the store became the dependable provider for grocery items from overseas. Customers would drop in or text Hazem for their unusual orders.
“Not many people understand the hard work I put into my job,” the shop owner, who immigrated from Pakistan, Hazem wrote on his website. “From always rearranging shelves and making sure I’ve got the best stock and always stocked up making sure everything is perfect.
“I’m always cleaning and making sure everything is tidy to create a great appearance. I always try to make sure that my store is very convenient to my customers, therefore, making sure I’ve got exactly what they need.”
The idea to leverage social media to market Redfern Convenience Store’s unique range of items and top-notch service came from Hazem’s friend, 2GB radio host Ben Fordham. But the store’s Instagram account blew up after Hazem thought to feature the shoppers, not just the products.
After launching his Customer of the Day photos, the community corner shop’s Instagram followers ballooned to 12,000 in 2018, enticing people to actually visit the store on their trip to Sydney.
Currently, Redfern Convenience Store has over 25,000 followers.
“I have a large amount of followers of people from all over Australia who also come to visit us to meet me and so I can take their photo in order to become customer of the day. It’s one of the greatest trends we have on the account,”
The shop’s popularity also became the iconic location for E for Echo’s music video for the track “How to Win.”
Hazem earned even more followers, as well as admiration from the public, when shoppers were in a state of panic over toilet paper supplies during the first week of the pandemic.
Redfern Convenience Store posted a clever pricing scheme.
“At Redfern Convenience Store we are one community,” Hazem said. “We look after each other and look out for one other. We are here for you. We will keep supporting and providing you with your needs as much as we can.”
And this is why Hazem and his store are indispensable to Redfern community and loved by people from out of town.