Playing hide and seek with her sisters in what seemed an enormous space is one of Claire Mentha's earliest memories of the family business.

Today, she smiles as her own two children do the same, creating their own memories where hers first began.

Since the 1960s, during an era of soldier settlement and early immigration, local families and visitors have walked through the doors of Mentha's, making it one of Cobram's enduring family businesses.

Each generation has built on what came before, adding its own direction. And now it's Claire's turn.

Her enthusiasm is unmistakable, growing up in the business, together with the experiences life has brought, preparing her for this moment.

As a woman now leading the family business, Claire reflects on her grandmother and the role she played in the Mentha's story, as it was Monica's vision that started it all.

“My grandmother Monica had the vision,” she said.

“Poppy John was the frontman who made it happen. They were a really good team.”

When John and Monica Mentha opened the store in 1960, on the site where IGA now stands, they created a family business that remains part of Cobram's identity today.

Dad Greg, and later his brother Anthony, introduced surf brands such as Rip Curl, Billabong and Rusty, a bold move at the time that broadened the store's appeal to younger customers.

Today, Claire is doing much the same, keeping pace with changing trends in surf and street fashion, while staying true to the personal service the business is known for.

With her mum, Terry, a regular presence in the business, Claire was introduced to shop life from an early age.

By the age of eight, she was dusting shelves, working during school holidays and eventually serving customers.

Looking back, Claire says those early years instilled a strong work ethic and a commitment to putting customers first.

“It's all about the customer, that's always been Dad's approach, and it's one I've completely embraced,” she said.

Like many young people, Claire eventually left Cobram to broaden her horizons, completing a Bachelor of Business and later a Master of International Relations, returning during university breaks to work in the store and save for the next semester.

In Melbourne, she worked in hospitality before building a successful wedding videography business from her love of photography.

Today, those creative and digital skills are helping showcase Mentha's in fresh and authentic ways.

Stepping into the family business, however, carried a different sense of responsibility.

“Everyone loves Dad,” she said, laughing.

“Everyone talks about Grandpa. I'm not them.”

She has come to realise she doesn't have to be.

After marrying Barry Wiltshire, the couple considered where they wanted to build their future, but Cobram always drew them home.

Claire worked alongside her father from 2012 before the arrival of her children naturally shifted her priorities.

Like many young mothers, Claire's focus turned to raising her family. Even then, she continued working with Greg, helping establish the store’s online presence during COVID as the business adapted to a changing retail landscape.

Their young daughter was born with a health condition, bringing countless trips to Melbourne for specialist care.

It was a time when family quite naturally became the priority, and the timing simply wasn't right for Claire to step fully into the business.

Looking back, she now sees that chapter as preparing her for what came next, and her Christian faith became an important source of strength, giving her resilience and perspective.

Claire's vision now is to create a contemporary shopping experience where customers enjoy spending time.

She wants them to browse at their own pace, ask questions and leave confident they've found something that's right for them.

Claire recalls one story that perfectly captures the philosophy she grew up with ― after the menswear department had closed, a customer came into the store needing a tie for a wedding.

Rather than turn him away, Greg went home and returned with one of his own ties for the customer to borrow.

That willingness to go the extra mile is an approach Claire and her staff have embraced.

Today, together with her husband Barry, Claire is leading Mentha's into its next chapter.

The store is being refreshed, its online presence continues to grow, and Greg is never far away, although these days he has found well-earned time off for golf.

As her own children play around the shop where she once played hide and seek, another chapter of the Mentha’s story is already beginning.

Perhaps, just perhaps, the next generation is already in the making.

Seymour Telegraph Google News Panels

Saturday, 18th March 2028

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