There would be few more deserving cases for support from the NSW government than a fledgling wellness centre in Albury.
Courtney Callesen's Basq Beauty Spa and Wellness is a small business story worth celebrating.
She has reinvigorated a tired old city building near the Union Bridge for the past two years in an area Albury Council is also giving an overdue makeover.
But along came COVID-19 and her industry, along with many others, went into hibernation for the greater good of flattening the virus curve.
After re-opening in early June a hammer blow came on July 8 in the form of the NSW-Victoria border closure on the orders of NSW Premier Gladys Berejiklian.
The Murray River became the frontline in stopping the virus seeping into NSW with checkpoints dotted the length of the waterway.
One of those was literally situated on Ms Callesen's doorstep and the subsequent impact on her business has been immeasurable.
She has cut her days of operation in response to reduced customers and has two staff members who can't work for her because of their residency outside the border bubble.
As she succinctly says: "People want to work, but they can't".
Her story of hardship is replicated right along the border.
Business groups have been taking up the fight for targeted financial support on behalf of Ms Callesen and others since the border closure began.
But no dice from the Berejiklian government to date.
Finance and Small Business Minister Damien Tudehope is aware of the support being sought.
He was reminded again at a hook-up with community and business leaders this week.
The hurt and suffering has been quantified by Business NSW in a recent survey of 1200 businesses the length of the Murray River
His government has run out of excuses not to deliver.