When the Holbrook bypass was announced, many expected the small town would crumble.
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Without the steady flow of traffic, it was predicted the town's main street would empty, shop doors would close would close, and gradually Holbrook would be left a shell of what it was before - a ghost town.
But three woman ignored the naysayers and opened businesses on the town's main street.
Not only did the three shops survive, but they thrived and helped Holbrook thrive as well.
On Wednesday, Martha Satchell of Satch&Co art gallery and shop, Bridie Heriot of The Holding Yard and Sarah King of The Ten Mile, shared their stories of business success with NSW Rural Woman of the Year Jo Palmer during an AgriFutures panel on 'Future proofing our towns'.
Mrs Heriot opened The Holding Yard, which sells products made by regional women, in 2017
She said Holbrook was a prime location between Albury and Wagga, but businesses couldn't rely on through-traffic alone.
Ms Heriot said the three businesses have attracted people to Holbrook as they can have a day shopping, eating and looking at art.
"People are looking for a destination," she said.
"We're strategically positioned between Albury and Wagga so we get the pull from both towns."
Ms Heriot said small town businesses have to offer something different to city-based businesses to justify the travel.
"Else why would you drive to Holbrook? You really can't be mediocre," she said.
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Ms Heriot said people understand the importance of shopping local now more than ever, because they have seen shops close and people leave town.
"There's been a shift in consumer behaviour, in the climate of today people are saying that if I want this shop to boost my town then I have to support it," she said.
"Ten or five years ago people weren't ready to put support behind it, they were more willing to go do big shops in Wagga or Albury that would last two weeks.
"But now we're going back to way of community."
Sarah King, who between The Ten Mile and her catering business employs 30 people, said she grew up near Yass and had seen the opportunities a bypass creates.
She said Holbrook was becoming a real destination for people, especially from Albury and Wagga.
"People are coming to gather, because it's half way people stop and meet," she said.
"It's also a great drive from learners drivers to get the kilometres up.
"I love hearing chitter chatter of a relatively full building."
Ms Heriot said in a small town, businesses can't solely be about profits.
She said The Ten Mile has become a church or watering-hole for many in the town.
Ms Heriot said through The Holding Yard she tries to provide opportunities for women from farming communities who create and make - in many cases providing a much needed secondary source of income for a family on the land.
"You do have to look from a holistic point of view and take into account the economy at the time and the weather - are people going to be making money this season - and price accordingly," she said.
"I'm not going to say I need to make x-amount of profit, my aim is also about having something for the community."
Ms Satchell was the first of the three women to take the plunge and open a main street business.
"You have to weight up all different things," she said.
"We're lucky we get a lot of travellers and locals and people from further afield who come. You have to have a customer base, and you need a bit of money of a loan behind you.
"If you've got a good support network it's really helpful...and blind ignorance."