The story of Gilay Estate, a luxury retreat on the Liverpool Plains

The tale of how two people built a luxury retreat brand before it even existed. Enter Gilay Estate.

Photography: Sally Alden

The year is 2021. The scene is set in a tiny, one-bedroom Glebe apartment complete with communal rooftop overlooking Sydney CBD (some of the residents are growing herbs up there). The rooms might be small, but you can feel it as soon as you walk through the door; this space is bursting with dreams – set to an unexpected soundtrack of Stevie Wonder, Dua Lipa, Hilltop Hoods and Drake. 

There’s a tall plant in the corner the owners can barely keep alive and books spill from the kitchen shelf – The 4-Hour Work Week by Tim Ferriss, Dare to Lead and Daring Greatly by Brené Brown, The Subtle Art of Not Giving a F*#k by Mark Manson and Atomic Habits by James Clear. A sizzling sound sweeps through from the balcony – roast veggies and steak doing their thing on the barbecue. 

A bottle of red sits open on the table. A whiteboard is taped to the wall. And two people are pacing the oak-stained floor. 

Sandy and Alexandra Rogers have an idea – to build a stunning, architecturally designed, off-grid hut located on a working farm between Quirindi and Willow Tree. It’s Sandy’s family farm and it is, in a word, spectacular. We’re talking red dirt roads that lead to big skies, uninterrupted mountain views and sunflower fields as far as the eye can see (should you visit in January, February or March). 

As for the hut itself – it’s all kinds of luxurious, designed with respect to the surrounding landscape and kitted out with creature comforts like a king-size bed, wood-fired heater, solar-powered air conditioning, high-speed internet and a gas kitchen top. Then there’s the wood-fired hot tub, the firepit and the pizza oven. #signmeup

While doors won’t officially swing open until April 2024, the vision Sandy and Alexandra mapped out that night was strong: a getaway called Gilay Estate in the heart of the Liverpool Plains. 

But one question remained – how do you build a brand when you don’t have a product?

“So we asked ourselves, what are people obsessed with?” says Alexandra. “What do people love? What do we love? Our answer was cooking good food – and everything rolled from there, from that moment, standing in front of a whiteboard in Glebe.”

Building binge-worthy content

Of course, having a background in media and advertising is helpful when it comes to building a brand – and that’s something Sandy and Alexandra have in spades. While Sandy works in advertising for Spotify, Alexandra manages talent and accounts for a Chinese-based global live streaming company. Prior to that, the pair were both at Southern Cross Austereo. 

“That’s where we met,” adds Sandy. “Media is our whole background, it’s what we know. So when it came to building the Gilay Estate brand, we were able to apply our Sydney-born advertising knowledge to our regional base. That meant creating content around something people love – food – while showcasing the environment the hut will eventually stand in.”

If you’re yet to check out Gilay Estate’s content, set aside some time to binge. It’s campfire cooking crossed with outdoor adventure and a healthy serving of ASMR… and it’s magic. The sound of cutting crusty bread, sausages that sizzle and chocolate wrappers being torn draw the viewer in and, before you know it, you’re hooked. 

“Engaging an audience early on and making sure you have a story before launch is crucial for any brand – and a lot of planning goes into that content,” says Alexandra. 

“We definitely try to use recipes that will enhance the sound of cooking and use ingredients we can chop and crunch into. So whether that’s scoring meat, roasting marshmallows or cracking eggs, we work to create an authentically emotive experience for the viewer. You’ll hear the roar of the fire, the sounds of nature and the splash of something delicious frying in oil in the background too. When those elements combine, we’re not only creating cooking experiences, we’re crafting a story – the story of Gilay Estate.” 

The food. The views. The story. We’re in. 

The journey to Gilay Estate

While Sandy and Alexandra have nailed the campfire cooking experience, it’s important to note they don’t come with the luxurious, off-grid hut when you book. So during your stay, you’ll need to cook for yourself, and that means coming prepared. Whether you’re driving from the big smoke or just popping down the road from Tamworth, there’s an incredible range of places nearby for you to prep the perfect cheese platter, stock up on the vino and grab some snags for the barbie. 

Here are just a few of Sandy and Alexandra’s top recommendations. 

Brokenwood Wines, Hunter Valley

Travelling to Gilay from Sydney? Make time to pop into Brokenwood Wines. This five-star venue produces some of the finest wines your palate will ever have the pleasure of tasting. Alexandra’s pick? The Sangiovese.

401-427 McDonalds Road, Pokolbin
brokenwood.com.au
@brokenwoodwines

Petersons – Armidale

If you’re heading to Gilay from the regions however, you’re going to want to stock up from a whole different winery. Luckily, Petersons Winery on the outskirts of Armidale is ready and waiting with a divine, New England mix of reds, whites, roses and bubbles. The Petersons Blush is a must for celebratory vibes. 

345 Dangarsleigh Road, Armidale
petersonsguesthouse.com.au
@petersonsarmidale 

Mayne Street, Murrurundi 

Pop in and say hi to Emma – the woman at the helm of Mayne Street… a cafe found on, funnily enough, Mayne Street. Here you’ll get your coffee, your homemade cakes, your salads (because #balance) and your cheese platters to boot!

Mayne Street, Murrurundi
@maynestmdi  

Magpie Distilling, Murrurundi 

Born out of a yearning to do something creative, authentic and a whole bunch of fun, Magpie Distilling was established in 2020 and has been producing premium quality spirits ever since. The terroir comes from their locally foraged botanicals and fruits – and from their use of pure filtered rainwater. It’s good stuff, perfect for a cheeky G&T while watching the sunset at Gilay. 

84A Glenalvon Road, Murrurundi 
magpiedistilling.com.au
@magpiedistilling   

Colly Creek Pastoral Company

Having a barbie back at the hut? The Colly Creek Pastoral Company is the place to go. Boasting over 6000 acres of prime breeding country, Colly Creek Angus steaks and beef selections have excellent marble score, tenderness and flavour. 

32 New England Highway, Willow Tree

The Plains Pantry, Willow Tree

This Insta-worthy store serves up a wide range of gourmet products sourced from the Liverpool Plains and surrounding areas. The perfect place to build your own cheese platter and charcuterie board, splash out on some boutique beer and wine and even grab some fresh fruit and pastries for the morning. 

20 New England Highway, Willow Tree
theplainspantry.com.au 
@theplainspantry 

Join the story

Alexandra and Sandy are on a mission to create a world-class accommodation experience where good food will be cooked, laughter shared and memorable moments made. Enter Gilay Estate. 

Exciting partnerships are also in the works when it comes to food collaboration. Watch this space for breakfast and dinner packages from local suppliers, as well as DIY pizza packs, all of which can be snapped up via the website when booking. Winning! 

615 Colly Plains Road, Quirindi
gilayestate.com
@gilayestate