East Maitland is now home to a brand new Lifeline shop, the second in the Maitland area, located at 4a Garnett Road (across from Stockland Green Hills and next door to Service NSW).

Opening on Monday (April 4), proceeds from the store's sales will help fund local suicide prevention services.

The shop will sell new and pre-loved fashion, accessories, shoes, home decor, electrical goods and books.

In the news:

East Maitland Lifeline store manager, Callie Kelsey, is from Aberglasslyn and was the previous manager at Lifeline's Toronto store.

Ms Kelsey said she would describe op shopping as "pure joy."

"We have some beautiful homewares and fashion pieces which people can use to create a great look for themselves or their home," Ms Kelsey said.

"And you don't pay a lot for them, which is great because we are all watching our budgets," she said.

"I love using my skills and experience to give shoppers free advice on styling themselves and their home."

Ms Kelsey has experience working for a large department store, in optical dispensing and in running her own businesses, but became involved with Lifeline when she was looking for a change.

"Managing a Lifeline shop brings all my skills together and now I get to work in my local community for my community," she said.

"I enjoy spending my days doing something that benefits people, giving something back.

"Lifeline relies on shop funds to help train, supervise and support our local 13 11 14 crisis line supporters, provide our free face to face counselling services, as well as other community suicide prevention programs.

"I also get to work with great volunteers who keep our shops running and customers happy."

Ms Kelsey said she hopes the new shop will generate some funds to help Lifeline meet the record demand for services and support, especially after COVID-19 has impacted Lifeline's shop revenue and fundraising events.

The new shop is Lifeline's second in Maitland and takes its total number of shops in the Hunter to nine.

Lifeline East Maitland is open Monday to Friday from 9am to 5pm, and Saturdays from 9am to 4pm.

Community members wishing to donate goods or to volunteer at the shop can call into the shop or phone 1300 152 854.

For 24-hour crisis support, phone Lifeline on 13 11 14.

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