MEET THE DIRECTOR
Fern Lawson created General Store at the Heart by bringing together many aspects of her passions—community, inclusion, and opportunity. It wasn’t just about opening a café; it was about building a space where people feel seen, valued, and given the chance to thrive.
Before launching her business in 2018, Fern spent years working across different industries, all centred around supporting young people. She worked as a mentor and tutor for First Nations teens, supported international students, and took young people on programs overseas.
As a neurodivergent individual who struggled with school, acceptance, and the traditional education system, Fern understands what it’s like to feel out of place. Her experience may not be the same as everyone else’s, but she knows the deep frustration of not being heard or understood. That feeling of being on the outside fuels her commitment to creating spaces where people don’t just belong—they thrive. She has a strong connection to the northeast community and is deeply proud of the people, stories, and opportunities that shape it.
Through her work in mentoring, Fern met so many people with disabilities or at-risk backgrounds who wanted to work but kept hitting barriers. After years of trying to help from the outside, she became frustrated with employers who refused to give people a chance. She knew the system needed to change. So instead of waiting for opportunities to appear, she created them.
She also spent time travelling to rural parts of Australia, working in different support roles. She has worn many caps—swimming coach and teacher, disability support worker, boarding school supervisor, and career guidance and pathway planning mentor with universities—but every role came back to one thing: helping people reach their full potential. She always resonated most with supporting people with disabilities and those at risk, particularly teens and adults, and wanted to channel that passion into something bigger.
Fern is a big believer in the power of employment. It’s more than just financial security—it’s identity, belonging, and purpose. From a young age, we’re asked “What do you want to be when you grow up?” We dress up for career day, we imagine our future selves, and we start to see work as part of who we are. But what happens when you can’t find a job? When people won’t give you a chance because you don’t have experience, education, or the right references? Too many people feel stuck, like they have no purpose, no community, and no way forward.
General Store at the Heart was born from that frustration and hope. It’s not just a café—it’s a training ground, a stepping stone, and a place where people can gain real-world experience that leads to long-term career success and personal fulfilment. It’s proof that, with the right support, people can achieve more than what society often assumes.
Fern’s mission is simple: To build a community where everyone has the chance to belong, contribute, and grow. Whether you’re stopping by for coffee, looking for a job, or wanting to support the bigger picture, you’re part of something meaningful. Because General Store at the Heart isn’t just about work—it’s about people, purpose, and possibility.
