We’re absolutely thrilled to announce the Boutique Star Awards 2024 shortlist this month. We may say it every year, but we’ve been blown away by the standard of entries from the finalists – the bar just seems to get higher and higher. Later this month the judging panel will meet in London to read through the entries and choose the ultimate winners. Turn to page 8 to find out which independent retailers, brands and agents have made it onto the 2024 shortlist.
We’d like to extend our thanks to everyone who took the time to put an entry together or send in a nomination. We know you’re all incredibly busy and that time is more precious than ever. However, industry competitions are so important for raising awareness and recognising those who are leading the way. Please, if you didn’t make it onto the shortlist this year, don’t be deterred from trying again in 2025.
This year’s winners will be crowned at a ceremony at London’s May Fair Hotel on Thursday 7 November. We have a wonderful evening planned to celebrate this inspiring industry and everyone is invited. Tickets are now on saleturn to page 7 to find out more.
Elsewhere, this issue is packed with new product launches, business
ideas and inspiring interviews. We speak to Sunday Best owner Jan Shutt, who opened her remarkable Lancashire-based store over 53 years ago. She’s seen and done it all over the years, yet one thing has remained exactly the same: her resolute focus on embracing change and giving customers exactly what they want. Turn to page 41 to find out why her independent business continues to thrive.
Elsewhere, following news that older shoppers feel ignored by retailers, we reveal how fashion indies can tweak their marketing on pages 35 - 38 . Bira CEO Andrew Goodacre also considers the advantages of targeting this oftenforgotten generation in his column on page 44
Lastly, as autumn approaches, we pick out some chic Halloween inspired fashion on pages 26-27 and gifting brands to know before Christmas from page 19
Gemma Ward, Editor
Follow us on Instagram @boutique.magazine
Fashion Fix
ESSENTIAL NEWS FOR FASHION INDIES
Join us to celebrate the industry at the Boutique Star Awards 2024
Tickets are now on sale for the Boutique Star Awards 2024 winners’ party, which is returning to the May Fair Hotel’s Crystal Room on Thursday 7 November. Industry insiders are all invited to join the celebrations and see which retailers and brands will be crowned in 17 different categories.
Retailer awards up for grabs include Fashion Independent of the Year, Store Design of the Year and Sustainability Advocate of the Year. Meanwhile, supplier categories include Female Founded Brand of the Year and Fashion Agency of the Year. Two nomination-only awards – Lifetime Achievement and Outstanding Business – will also be announced on the evening in recognition of this year’s most exceptional individuals.
Tickets cost £195 each and include welcome drinks, a three-course dinner with wine, a glitzy awards ceremony hosted by television presenter Hayley Sparkes as well as a DJ after party (find more information on purchasing via boutique-magazine. co.uk/star-awards-tickets/ ).
“We’re thrilled that the Boutique Star Awards winners’ party is returning to The May Fair,” says Boutique magazine publisher Julie Neill. “It’s such a beautiful backdrop for this fun annual event, especially just before the festive season. And everyone is invited to join us to celebrate the industry. Our awards evening is always a lovely opportunity for everyone to get together and raise their glasses - it looks set to be another night to remember.”
The Boutique Star Awards first launched in 2019 presenting 12 trophies to leading indie retailers and suppliers. After a three-year hiatus, the competition returned in 2022 with the winners’ party taking place in the May Fair Hotel’s Danziger Suite and again in 2023 in the Crystal Room. Fashion independents and brands receiving accolades over the years include Young Ideas, Doodie Stark, Iris and Violet, Domino Style, Renes Fashion, Pomodoro, Carol C Collections and Scream Pretty.
Turn over to read this year’s shortlist…
Tickets cost £195 each; E: julie@bpmedialtd.co.uk to book or visit boutique-magazine.co.uk/star-awards-tickets/
HAYLEY SPARKES
Boutique Star Awards 2024 finalists announced
The shortlist for the Boutique Star Awards 2024 has now been revealed with almost 30 leading fashion independents selected as finalists. Kiti Cymru, Crane and Kind, Ediit and Fox + Feather are among the retailers up for awards this year. Meanwhile, leading brands including Fee G, Lily and Me, Caprice and Edblad have also been shortlisted.
This year’s winners will be announced on Thursday 7 November at a celebratory party at London’s May Fair Hotel. Event tickets are now on sale via boutique-magazine.co.uk/ star-awards-tickets/ and cost £195 + VAT each. Attendees will receive welcome drinks followed by a three-course sit-down dinner with wine. There will also be a glittering awards ceremony hosted by television presenter Hayler Sparkes followed by a DJ after party.
BOUTIQUE STAR AWARDS 2024 SHORTLIST
RETAILERS
Fashion Independent of the Year
Sponsored by AIS/INDX
Aloft
Artichoke
Chloe James Lifestyle
Crane and Kind
Ediit
Kennedi Boutique
Kiti Cymru
Me and Maya
OSO Boutique
Plum Boutique
Renes Fashion
Scotts of Cupar
Velvet (Hove)
Social Media
Strategy of the Year
Artichoke
Chloe James Lifestyle
Fox + Feather
Henmores
Kiti Cymru
New Independent of the Year
Sponsored by City Goddess
ClobR
Diffuse Retail
Lifestyle Battle
Salt Society
Star Boutique
Wardrobe at The Cross
Sustainability Advocate of the Year
Atwin Store
Leafy Green
Moo and Boom
Moo like a Monkey
Community Hero of the Year
Sponsored by BIRA
Diffuse Retail
Moo and Boom
Rainbow and Spoon
NEW: Independent Employer of the Year
Ediit
Renes Fashion
Velvet, Hove
Young Ideas
NEW: Store Design of the Year
Ediit
Eighty Seven
Henmores
Renes Fashion
Thirty Three Boutique
SUPPLIERS
British Brand of the Year
Chalk
Goddiva
Lily and Me
Richard Designs
International Brand of the Year
Access Fashion
Alquema
Caprice
Christophe Duchamp
Fee G
Lenifro
Samantha Siu
Fashion Agency of the Year
Double H Agency
Inside Out Agencies
Oldstrom
Fashion Distributor of the Year
City Goddess
Love Brands
Female Founded Brand of the Year
Fee G
Lenifro
Lily and Me
Rhodaine
Richard Designs
Samantha Sui
Sugar Y Sal
The Charites London
Sustainable Brand of the Year
BeautyPro
Lenifro
Lily and Me
Nudea
The Charites London
TrendTonic
NEW: Footwear Brand of the Year
Caprice
Lofina
Rosamund Muir
Wonders
NEW: Jewellery and Watch Brand of the Year
Christophe Duchamp
Edblad
Samantha Siu
The Charites London
NOMINATIONS
Lifetime Achievement
Announced during winners’ party
Outstanding Business
Announced during winners’ party
Mood boosting colours and prints! Inspired by textures in nature, our SS25 collection introduces a multitude of new fabrics that celebrate our love of textiles. Build tactile outfits to carry your customer from the early days of Spring through to high Summer.
orders@lilyandmeclothing.com
INDX unveils key event upgrades
Associated Independent Stores (AIS) is modernising its INDX show portfolio with a new website, brand identity and title changes to some of its events.
Show organiser AIS, which hosts 20 exhibitions such as INDX Woman at Solihull’s Cranmore Park, has upgraded its online presence with “a bold new look, streamlined user interface, and content that pops.”
Meanwhile, it is also introducing a “cutting-edge, fully sustainable modular exhibition stand system” for 2025 that promises to “elevate the show experience to new heights.”
While the title for INDX Woman will remain the same, other key event names have been refined. The group is also adding INDX National Kids Footwear to its portfolio, which will run alongside its kidswear show from January.
“INDX is a retail force to be reckoned with and our confident new brand identity signals
a higher level of ambition,” says George Kelly, director of marketing. “By seamlessly blending our digital world with the on-site experience at Cranmore Park, we aim to create a unified and memorable journey for our visitors and exhibitors.”
The next edition of INDX Woman takes place at Cranmore Park from 29-20 January 2025. Buyers can also attend INDX Furniture (17-20 January), INDX National Kidswear Show and INDX National Kids Footwear Show (26-27 January) and INDX National Menswear Show (2-4 February); visit indxshows.co.uk to find out more.
Harrogate Fashion Week announces change in leadership
Harrogate Fashion Week (HFW) cofounders Wendy Adams and Sarah Moody have stepped down from managing the popular womenswear show they first launched together in 2011. Georgia Flynn, who has worked behind the scenes of the event since its inception, has now taken over its leadership.
HFW’s original founders say they will remain working in a consultancy role to ensure a smooth transition while reassuring buyers and exhibitors that “no major changes” are expected to take place. In a statement, they said: “The show has grown beyond our expectations and we’re both proud of its success, but we now wish to have more time to enjoy life. Georgia isn’t planning to make
any major changes to the show, and we will continue to support the team to ensure its future success.”
With over 15 years’ experience running trade shows including Bridal Week Harrogate, Georgia is set to bring a wealth of experience to overseeing HFW: “I’m really excited to take over the reins,” she says. “Wendy and Sarah have done a fantastic job and I’m looking forward to learning from them to continue to deliver a successful event. There are no major changes on the horizon; we want to continue Harrogate’s reputation as being a great place to do business in a relaxed atmosphere.”
The next edition of Harrogate Fashion Week will take place at the spa town’s Convention Centre from 2 – 4 February 2025.
The
Gate
relocates to Guildford high street
Guildford-based womenswear indie
The Gate has moved its physical store to a prime position on the town’s high street. Previously located on a hidden cobbled courtyard, the 13-year-old retailer now resides in a three-storey Georgian Townhouse flanked by major brands including Jo Malone, Reiss and Bash.
The Gate was originally founded by Liz Trendle, who also owns Catwalk boutique in Godalming, in September 2011. Its new location offers an extended selection of brands and services with key collections including Paige, Frame, Not Shy, Day Birger Et Mickelson, American Vintage, Bella Dahl, Farm Rio, Rails and Millie. The new space also encompasses an exclusive styling room dedicated to personal shopping experiences.
“I’ve always had an ambition to move The Gate to the high street and this location gave us the perfect opportunity,” says Liz. “This new chapter has given us the chance to uncover new brands and build our offering for our loyal customers to include personal shopping, casual and resortwear, accessories and event dressing. After what has been a tricky period in retail, we’re so thrilled be in the position to expand our footprint for existing and new clients alike.”
Small Business Saturday releases dates and destinations for 2024 Tour
Small Business Saturday has announced dates and destinations for its next national roadshow, with plans to visit small businesses in 21 UK towns and cities.
Kicking off in Lossiemouth on 4 November, The Tour will embark on a month-long journey across the country to celebrate the nation’s independents.
The Tour marks the official countdown to Small Business
Saturday on 7 December, with key destinations including Glasgow, Belfast, Chester, Newcastle, Nottingham, Swansea, Brighton, St Albans and London.
Independent retailers will also be able to take advantage of a month of dedicated free online support including daily workshops and mentoring backed by BT.
Visit smallbusinesssaturdayuk.com/ the-tour for more information.
Fashion indies share frustration over Trouva’s continued payments delay
At the time of going to press, independent retail owners say Trouva still owes them funds for outstanding invoices dating back to July. The boutique marketplace, which launched in 2015, initially sent an email to indies on 9 August announcing there would be “a delay in payment” due to an “integration project taking longer than anticipated.”
More recently, Trouva CEO Tom Beverley apologised to retailers for the continued delay. In a second email from the company, he said the team was “working tirelessly” on the issue and that he expected “the normal payment schedule to resume at the end of September.”
Numerous indie retail owners have come forward to tell Boutique
magazine they haven’t received a payment from Trouva - which ordinarily arrive twice a month - since July. Some say they have suspended all sales on the site and do not planto take more orders until they receive outstanding funds.
Trouva has around 400 independent retailers listed on its website based around the UK, Europe and US. The London-based marketplace, which was acquired in April 2024 by Fy!, doesn’t hold stock. Instead, it receives orders and takes payment directly from shoppers before notifying boutiques to ship products. Retailers are then usually paid for the order –minus its commission fee – within a specified number of days.
Trouva was originally created nine years ago by Alex Loizou, Mandeep
Boutique barometer
INDUSTRY
These figures represent findings from a cross section of independent online and bricks-and-mortar retailers around the UK. Total stock management and EPoS provider Top to Toe has compiled this industry index to offer Boutique readers an insight into what’s happening on the high street and online. Tel: 0203 376 5888 E: info@toptotoe.com Toptotoe.com
Singh and Glen Walker. Before Fy! took over its ownership it had also changed hands twice in two years, having been owned by made.com and then acquired by Re:Store in 2023.
If you are a Trouva customer concerned about late payments, contact Boutique magazine via E: gemma@bpmedialtd.co.uk -0.73% + 2.32%
Autumn styling
Featuring wool and alpaca, Numph’s autumnal-hued Nugrit jumper will add a cosy update to jeans and maxi skirts when the winter chill arrives. £POA; E: mas@numph.dk numph.com
Bow peep
Renowned for its use of colour and feminine design details, Dublin-based designer Fee G has unveiled a glamorous collection for AW24. Buyers can expect transitional prints, hand-embellished details and vibrant pops of colour. We love the Eden dress (pictured) featuring exaggerated sleeves and sparkling detachable bows. £POA; E: fiona@fee-g.com Tel: 0035 314 606 035 fee-g.com
Boutique loves…
Set the tone
SHOW-STOPPING FASHION AND ACCESSORIES TO TEMPT SHOPPERS
Wild thing
Danish label Vero Moda taps into the waistcoat trend with this tie-up leopardprint gilet, available all season as part of its never-out-of-stock (NOS) collection. £POA; E: agnete.hoyer@bestseller.com
The October drop from German shortorder label Smith and Soul features chunky knits and cosy separates in neutral hues with flashes of metallic silver. Layer up tonal jackets, trousers and accessories to create a striking, contemporary look. £POA; E: info@smith-soul.com smith-soul.de
Sleeping beauty
Elevate your nighttime routine with Identity Lingerie’s feather-trimmed satin pyjamas. The socially responsible British label implements sustainable practices such as slow new product drops, ondemand production and zero-waste manufacturing. £POA; E: sales@identitylingerie.com
Timeless style
Available via London’s Oldstrom Agency, Savannah Miller’s new ‘quiet luxury’ label Vivere features modern feminine pieces including luxe dresses and premium separates. £POA; E: lucy@oldstrom.com
Elevate your AW24 womenswear edit with Horde Studio’s luxe denim jacket. Crafted in sustainable cotton with flecks of metallic yarn, it’s the perfect way to update tailored trousers or denim this autumn. £POA; E: dody@blackpr.co.uk hordestudio.com
THIS MONTH’S STANDOUT WOMENSWEAR AND ACCESSORIES
Party perfect
Christmas comes early with Mos Mosh’s showstopping sequined dress. Featuring bronze embellishments and a fringed hemline, it’ll look equally chic with flat boots and a jacket or dressed up with skyscraper heels. £POA; E: pl@mosmosh.com mosmosh.com
Light the way
Get cosy this autumn with Sophie Allport’s Halloween Pumpkin Glass Tea Lights. Sold as a set of two, simply add candles and relax. £POA; trade.sophieallport.com
Heaven scent
Crafted by founder Lucy Hagerty in its West Cork perfumery, La Bougie’s fragrances enlist prized aromatics and botanical oils from around the world. Each scent is meticulously blended, chilled and then filtered twice during an eight-week process, resulting in a highly exclusive fragrance. £POA; E: lucy.hagerty@labougie.com labougie.co.uk
Umbrellas make the perfect fashion accessory
Boutique umbrellas are the ultimate fashion accessory, blending practicality with high style. These elegantly crafted pieces come in a variety of unique designs, from bold patterns to intricate details, allowing you to make a statement even on rainy days. Made with premium materials, they not only shield you from the elements but also elevate your ensemble. The artisanal touch and attention to detail set them apart from ordinary umbrellas, turning a mundane necessity into a chic accessory. Whether you’re dressing up for a formal event or adding flair to a casual outfit, a boutique umbrella adds a sophisticated touch that reflects your personal style.
At Soake we have a large selection of umbrellas to suit all occasions and in a variety of colour choices to suit all outfits. From Delicate Pagoda umbrellas to large ruffle umbrellas. Some even have a full UV protection so suitable for rain or shine.
We also have a large selection of everyday umbrellas to choose from in our compact umbrellas or our classic stick. From large rainbow umbrellas to super mini handbag size umbrellas.
Brand New Francesca Collection by Soake
Patterned Pagoda Collection by Soake
Metallic Animal Print Collection by Soake
Stock Up
rom birthday celebrations to the big Christmas rush, we pick out six short-order gifting suppliers to know in AW24… Present day
It’s giving
BE PREPARED FOR THE CHRISTMAS RUSH WITH THESE STANDOUT GIFTING SUPPLIERS
CHALK
British short order brand
Chalk offers a capsule range of homewares and accessories that’s perfect for boutique gifting edits. Its line-up includes home fragrances and body care as well as cushions, throws, rugs, doorstops and baskets. The brand has also increased its clothing offer and has introduced fashion accessories such as hats, scarves, gloves, bags and jewellery. The brand’s products can be ordered anytime throughout the season via its B2B website, with deliveries received by stockists in an average five to seven days. Standouts for AW24 include its pouch bags in faux fur, statement jewellery and a luxury White Candle featuring shiso vetiver and frankincense. Meanwhile, the brand’s Christmas offer is always popular with previous best sellers including paper present sacks and faux fur stockings.
CONTACT: chalkuk.com/wholesale
CHRISTOPHE DUCHAMP
Created by watch expert George Bale, luxury wristwear brand Christophe Duchamp offers highend timepieces for affordable price points. Each of its Swissmade designs features premium materials and impeccable craftsmanship while the brand also offers a three-year guarantee. Standouts for women include its best-selling Élysées watch, which features a premium quality stainless steel strap and face as well as 11 precision-cut diamonds. Meanwhile, the men’s Audace boasts a bold yet classic design with Swiss-made automatic movement, a fluted bezel and jubilee bracelet – creating a timeless investment piece that will be treasured for years to come.
CONTACT: christopheduchamp.com
ONE HUNDRED STARS
Best known for its signature kimonos, robes and gowns in exclusive prints, One Hundred Stars creates timeless womenswear and accessories with a focus on sustainability. The label’s range of one size and duo size garments appeal to a wide customer base while its designers enlist premium conscious fabrics such as bemberg, cupro, lenzing modal and recycled viscose to minimise its environmental impact. The boutique-friendly range also includes bags, headbands, gilets, dresses, separates and homewares, which are all perfect for gifting.
CONTACT: Tel: 01142 727 852
E: sales@onehundredstars.co.uk
PROPRESS
The perfect gift for fashion fans, Propress MINI is a handheld version of a professional steamer that boutiques can sell to shoppers for home use. With all the punch of the brand’s PRO models packed into a lightweight portable steamer, the MINI’s heated iron plate not only directs and disperses the steam for vertical use, but can also be used horizontally like an iron. And it’s not just for clothing: Propress MINI can transform curtains, bedding and other home furnishings, too. Meanwhile, its unique optional Big Belly large capacity tank increases steaming time for the more demanding jobs, offering even more versatility. Available in Arctic Grey, Vintage Pink and Idol Blue with pressing mitt and travel bag; Propress welcomes new stockist enquiries. CONTACT: Tel: 0208 417 0660 propress.co.uk
ESTELLA BARTLETT
If you’re looking for trend-led affordable fashion jewellery, British brand Estella Bartlett creates purse-friendly gift ideas for savvy shoppers. Its pieces are made using recycled brass with sterling silver or 18-carat gold plating. Buyers can choose from an entry-level range, which includes giftable jewellery and storage solutions, as well as a premium Edit line for higher price points. Expect necklaces with cute pendants, fun earrings and friendship bracelets that make the perfect gifts. Each also comes with its own easy-tomerchandise packaging and is finished with premium touches that ensure longevity.
CONTACT: Tel: 0207 235 7723
E: sales@estellabartlett.com
ROSIE MADE A THING
Named Gift of the Year’s Overall Winner for 2024, Rosie Made a Thing’s Choccy Card is a greetings card and gift all wrapped up in one. Shoppers can choose from nine different designs to celebrate everything from birthdays and friendships. Each is designed in the UK and also contains 100g of chocolate in collaboration with The Cambridge Confectionary Co. The independent brand also supplies a range of traditional greetings cards alongside calendars and diaries, mugs, coasters and bookmarks.
CONTACT: Tel: 0116 406 2000
E: office@rosiemadeathing.co.uk
Glamour girl
FEMALE FOUNDED WOMENSWEAR LABEL FEE G OFFERS ELEGANT STYLES FOR EVERY OCCASION
Founded by fashion designer Fiona Heaney in 2003, womenswear label Fee G creates showstopping occasionwear for when customers want to get dressed up. The independent Dublin-born label boasts a loyal following of highprofile fans who regularly wear its pieces on screen - from Susanna Reid and Kate Garaway to Laura Whitmore. For AW24, the first drop of its glamorous short order collection comprises high quality pieces in eco-friendly fabrics that have been designed to make an impact. Choose from luxurious lace dresses, day-to-night midis in dazzling prints and ultra-flattering party frocks. Standout styles for the season include the cocktail-length Eden dress with sparkling detachable bows as well as the long-sleeved Beca dress in intricate hot pink lace.
Spring to life
LILY AND ME’S NEW SS25 COLLECTION IS A CELEBRATION OF BLOSSOMING NATURE AT ITS BEST
With a mission to bring creative and considered clothing to everyday wardrobes, Lily and Me’s SS25 collection takes shoppers from early spring days to summer heatwaves with ease.
Each piece is thoughtfully designed in-house at its Gloucestershire studio combining hand-drawn prints, unique colour palettes and carefully chosen fabrics. The family-run brand’s collections are all produced at its own factory in Nepal where the team has full control over quality and working conditions.
Dropping into stores from January, its latest collection includes sustainable staples from cosy knits in gentle hues to bold and breezy dresses and separates. This season’s range also boasts the brand’s largest fabric offering to date, with textured nonprint cottons and linen blends sitting alongside showstopping prints.
The collection is split into five key colour stories that will bring newness to stores all season. The first - Weave and Texture - offers early season cosy knits in gentle hues to ease shoppers into spring. Jacquards and textured wovens, meanwhile, create bold co-ords, while seasonal neutrals in classic shapes provide easy outfitting options.
Bolder hues will begin to land in stores as the weather warms up. Bespoke prints featuring earthy shades of red, ochre, soft ocean, pink and green are offered alongside textured knits, plain jersey and woven fabric styles. Newness comes in the form of woven cotton tencel, textured cotton and a seersucker textured linen blended with sustainable EcoTang viscose. Finally, the label’s high summer capsule will instantly transport shoppers to blue skies and sunny beaches.
Standouts styles of the season include its twill Seren Jacket, which comes in sage, navy or white, the label’s new embroidered cotton Emily Blouse and its Ecovero viscose Meadow Top in a ditsy Rose Trellis print.
Wholesale prices are around £18 per piece on average while the minimum order requirement is £1,000.
Pumpkin spice
GET READY FOR WITCHING HOUR WITH THESE CHIC HALLOWEEN INSPIRED FASHION,
CHOMEWARE AND GIFTING BUYS
reate a cosy and luxurious autumn edit with womenswear and accessories in rich shades of burnt orange, mustard, cinnamon and ginger…
BLACK CAT WRAPPING PAPER, JEFF AND THE SQUIRREL, £POA
KATIE CAMERA BAG, HONEY AND TOAST, £POA
BLOUSE, DEA KUDIBAL, £POA
SHIRT, POM AMSTERDAM, £POA
DRESS, SCOTCH AND SODA, £POA
POLO NECK, VERO MODA, £POA
VINTAGE PRINT, INK AND DROP, £POA
OWL PLANTER, REX LONDON, £POA
SCARF, PIECES, £POA
ENAMEL PENDANT, FABLE ENGLAND, £POA
PUMKIN BUNTING, GINGER RAY,
ADA DAKIN adadakin.com, DEA KUDIBAL Tel: 07778 158 986 oldstrom.com, FABLE ENGLAND Tel: 0203 397 5885 E: trade@fableengland.com, GINGER RAY gingerray.co.uk/trade, GR LONDON PARIS E: dody@blackpr.co.uk, HONEY AND TOAST E: info@honeyandtoast.co.uk honeyandtoast.co.uk, INK AND DROP E: shop@inkanddrop.com faire.com, JEFF AND THE SQUIRREL E: hello@jeffandthesquirrel.co.uk jeffandthesquirrel.co.uk, MUSTARD MADE uk.mustardmade.com/pages/ stockist-application, NUMPH E: mas@numph.dk b2b.numph.dk, PIECES bestseller.com/b2b , POM AMSTERDAM pomamsterdam.com, PUMA Tel: 0203 326 5481, SCOTCH AND SODA Tel: 0203 137 3901, VERO MODA bestseller.com/b2b
SLOGAN TEE, NUMPH, £POA
£POA
BAG, PIECES, £POA
DRESS, VERO MODA, £POA
CAPE, ADA DAKIN, £POA
PALERMO TRAINERS, PUMA, £POA
SHORTY LOCKER, MUSTARD MADE, £POA
JUMPER, NUMPH, £POA
SPOOKY HAIR BANDS, REX LONDON, £POA
DRESS, GR LONDON PARIS, £POA
Fashion Extras
GEMMA WARD PICKS OUT THIS MONTH’S BEST BAGS, SHOES AND JEWELS
Crowning glory
Made for feasts, parties and family celebrations, Cambridge Imprint’s tall sustainable crowns will bring joy to wearers this Christmas and at any time of the year. 6pk £POA; cambridgeimprint.co.uk/trade
Key holder
Designed in London and then made by hand in Somerset, Honey and Toast’s Leather Loop Keyring offers a super simple and chic way to keep essentials organised. £POA; E: info@honeyandtoast.co.uk
Costume drama
Featuring a series of oval links and red agate gemstones, Estella Bartlett’s Chunky Gemstone Bracelet will add instant drama to outfits this AW24. £POA; Tel: 0207 235 7723
E: sales@estellabartlett.com
Leg warmers
Have a cosy transition into autumn with Joe Browns’ pack of two Cute to Boot knee length socks crafted in a choice of soft green or rust coloured yarn. £POA; E: wholesale@joebrowns.co.uk
Pumpkin party
A decadent treat to celebrate Halloween, Biscuiteers’ Haunted House collection includes nine handdecorated biscuits presented in a square-edged keepsake tin. £POA; E: bespoke@biscuiteers.com
Eco alternative
Made from responsibly sourced wood, Jeff and the Squirrel’s biodegradable black cat badge is a great way to get dressed up for Halloween with minimal environmental impact. £POA; E: hello@jeffandthesquirrel. co.uk jeffandthesquirrel.co.uk
Fern Britain
Bring the great outdoors in as the seasons change with this evergreen fern leaves artwork, created in watercolour by British sustainable print specialist Abstract House. £POA; trade.abstracthouse.com
Leopard love
With a frilled strap and tie-up bow design, this ruched leopard print kidney bag by cult brand Damson Madder is destined to be a best seller this AW24. £POA; E: lois@damsonmadder.com
Party time
Crafted in stainless steel and finished with large natural stones, Edblad’s statement-making Agatha earrings will elevate any outfit into eveningwear - taking shoppers from day to night with ease. £POA; Tel: 07778 158 986 oldstrom.com
To a tea
Perfect for holding pumpkin spiced lattes, Sophie Allport’s Halloween Mug depicts a traditional trick or treat scene featuring bats, cats and autumn leaves. £POA; trade.sophieallport.com
Bow selector
Update any look with an oversized Scandi-girl hair bow. This responsibly sourced cotton version by Nobody’s Child features an easy-to-wear clip to elevate any hairstyle. £POA; E: juls@justagroup.co.uk
New heights
An essential for any summer events wardrobe, Peter Kaiser’s classic Milano courts are crafted in premium quality leather to bring timeless elegance to outfits this SS25. £POA; Tel: 07734 247 669 peterkaiser.com
Kick off
Perfect for celebrating the start of the new football season, Puma’s iconic Palermo terrace shoe is now available in a range of fresh colourways to update outfits this AW24 and beyond. £POA; Tel: 0203 326 5481
Wrap star
Keep the cold out with Pom Amsterdam’s winter-weight leopard print shawl featuring an eyecatching blue trim and 12 per cent virgin wool . £POA; pomamsterdam.com
Bougie wonderland
Skilfully blended, chilled and filtered twice at its West Cork perfumery, La Bougie creates unforgettable home fragrances such as its best-selling Mission Fig. £POA; E: lucy.hagerty@labougie.com labougie.co.uk
Caught in a web
Bring some glamour to Halloween edits with Fable England’s sterling silver plated brass Cobweb Huggie Earrings. £POA; Tel: 0203 397 5885 E: trade@ fableengland.com
Good for the sole
Featuring chunky soles with premium cushioning, Celtic and Co’s braid trim sheepskin clogs will keep feet looking stylish and feeling cosy until next spring. £POA; Tel: 0333 400 044
Down to Business
INSIGHT FOR FASHION INDIES
Ageless style
According to a new survey, two thirds of over 75s in the UK feel largely ignored by fashion brands. Yet, this affluent demographic is prioritising looking and feeling good above all else. Here’s how to tweak your marketing to capture their hearts and wallets…
Iris Apfel
Train with Joan Icon Accidental
Silver linings
OLDER SHOPPERS SAY THEY FEEL LARGELY IGNORED BY FASHION BRANDS.
HERE’S HOW INDIES CAN ENGAGE AFFLUENT SENIORS WHO FEEL INVISIBLE ON THE HIGH STREET
Style may be ageless, but are you unwittingly sidelining an older generation of affluent fashionsavvy shoppers? According to a recent survey commissioned by care specialist Home Instead, most people aged 75-plus in the UK feel “culturally excluded” by fashion brands and retailers. What’s more, a third say they feel like they’ve been effectively “cancelled” just because of their age.
The UK has an ageing population, with estimates suggesting there are currently 5.4 million over 75s. They’re richer, too – with many bolstering living expenses with private pensions and nest eggs boosted by higher interest rates.
While some fashion retailers continue to invest heavily in capturing the hearts of Gen Z and Millennial shoppers, older consumers who don’t have mortgage rates to worry about probably have more spending power. So why are they being sidelined by marketers?
An ignored generation
In Home Instead’s New Ageing Index – which polled over 1,000 people from all ages and backgrounds - 60 per cent of over 75s said they feel marginalised by clothing brands. Meanwhile, 59 per cent said they feel ignored by most high street brands, too. Older women in particular believe they are uncatered for, with 63 per cent feeling clothes for older people are “drab and unimaginative”. This is in stark contrast to the age group’s list of key lifestyle priorities, which mainly focus on looking and feeling good.
The research also reveals that many older people are open to marketing from brands, with nearly half (44 per cent) saying they would love to wear more fashionable clothing if it was targeted for their age group.
“Older people are getting younger,” says Home Instead CEO Martin Jones. “By which I mean that the way people feel as they age is changing, and they are increasingly keen on a lifestyle that is different to the traditional image of old age. They want to be active, have fun and be engaged with life. They want to be involved.”
And it’s not just fashion brands that are missing a trick with this age group. The majority of over 75s (57 per cent) said new television and films are rarely, if ever, aimed at their generation. Being excluded in this way directly leads to a sense of isolation and loneliness according to 66 per cent of all respondents. This rose to 73 per cent for the oldest cohort of Boomers and those in the Silent Generation (aged 78+).
Margaret Newson, 88, from Tunbridge Wells, says: “You get to a point in your life where you cease to exist as far as the rest of the world is concerned. Being excluded like this really is like being cancelled - you feel that you are no longer invited to the party. You begin to feel invisible in every aspect of your life which for many leads to an increased sense of isolation and loneliness.
“The older people I know are desperate for this to change. We live active and healthy lives, and we want to be a part of things. And why shouldn’t we be?”
Indie opportunities
Some independent retailers have been taking note of the lack of fashion choices targeted at older consumers. Jacynth Bassett, founder of online boutique The Bias Cut, first spotted a gap in the market for age-inclusive fashion retail in 2016. Her business, which announced its imminent closure in July, stocks a wealth of high-end labels with marketing and branding crucially targeted towards an older demographic. Shoppers c ould browse the latest pieces from international designers such as Fabienne Chapot, Pom Amsterdam and Stella Nova, all styled on beautiful women with wrinkles and grey hair.
“I launched The Bias Cut, having grown tired and frustrated at seeing women like my mum increasingly feeling alienated by fashion, largely because of their age,” she says. “I identified the need to disrupt fashion’s ageist perceptions by creating the first truly age-inclusive online womenswear boutique. And my overall mission to end ageism and reshape our society to be an age-inclusive one began.”
While The Bias Cut plans to cease trading this autumn, its founder continues to advocate for an end to ageism via her consultancy, Ageism is Never in Style. Since its launch eight years ago it has created viral campaigns such as #ILookMyAge and Strike Out Ageism while helping businesses appeal to an older demographic. Jacynth’s vision is to continue her work to drive positive change around the perception of ageing.
PRO-AGING TIPS
The popularity of older influencers is also on the rise. Iris Apfel, who sadly died in March this year aged 102, inspired 3.1 million Instagram followers with her outlandish outfits and accessories. Former social worker Lyn Slater, who recently published her book How to be Old, is also a prominent online activist for style at every age via the moniker Icon Accidental. Meanwhile, Joan MacDonald – AKA @trainwithjoan –shows how keeping fit doesn’t need to end in your 70s.
Of course, many fashion indies draw in shoppers of all ages with many savvy buyers selecting stock for cross-generational spending. However, it’s clear that more could be done to appeal to seniors. And it could be as simple as using older models for photography and social media content, adopting more traditional marketing methods or employing stylish semi-retirees.
“Our report should be a wake-up call for businesses to provide more innovative services for older consumers and employees - and those that don’t heed it are missing out on potentially enormous revenue streams,” says Martin Jones.
“Traditional stereotypes have become completely outdated. Older people can make a huge contribution - and it’s clear from our research that they want to embrace life and be catered for at every level. The image we may have of retirees whose horizons have shrunk to just a bit of daytime TV and a cup of tea simply doesn’t stand up to scrutiny.”
So, the silver pound could present a real opportunity for independent fashion retailers - particularly if businesses are able to tweak their marketing to speak to a demographic that feels ignored by big brands.
HOW FASHION INDIES CAN INCREASE THEIR APPEAL AMONG OLDER SHOPPERS, BY THE RESILIENT RETAIL CLUB’S CATHERINE ERDLY
Make sure the 75+ customer knows your store caters for them. Consider styling features on what to wear over 70, specifically showcasing fabulous and contemporary styles that work for an older demographic.
Local media is a great way to connect with those who may not all be on social media. Whether it's a local newspaper, parish magazine or local radio station, think about where an older customer might get their news and information from.
Always ask yourself who already has a relationship with your customers. Look at collaborations with other businesses in your area, potentially co-hosting events or offering cross promotions.
Offer a senior discount - this could either be specifically valid during quieter times during the day, or available at all times to those over a certain age.
Finally, in-store events are another great way to connect with older customers. An age specific fashion show, for example, or a senior influencer who stands for style at any age would speak directly to the 75+ market.
Catherine Erdly is a small business expert and founder of The Resilient Retail Club, which offers expert support, education and encouragement to independent retailers and brands; resilientretailclub.com
Shop Talk
INDUSTRY OPINION
ALancashire institution for more than 50 years, Sunday Best is one of the most celebrated fashion independents in the country. Here founder Jan Shutt reveals the secrets behind its unwavering success… Best laid plans
Pride of Lancashire
TRADING IN RAWSTENSTALL FOR MORE THAN HALF A CENTURY, SUNDAY BEST IS STILL RUN BY THE SAME REMARKABLE FOUNDER WHO STARTED IT AT THE AGE OF 21. HERE GEMMA WARD CATCHES UP WITH JAN SHUTT TO DISCOVER WHY HER BUSINESS CONTINUES TO THRIVE, EVEN IN THE MOST CHALLENGING TIMES
The question we really want Jan Shutt to answer is what makes Sunday Best so successful. It's been 53 years since she first opened her store on Rawtenstall’s cobbled Bank Street selling fashion for “all pockets and people.” Over the years it has expanded - both physically and lucratively - spilling out into the two neighbouring units beside it and turning over perpetually pleasing profits.
Yet, in all that time, it remains fiercely independent with its original founder standing resolutely at the helm.
Summer success
While many independents suffered sluggish sales and scant footfall in SS24, Sunday Best experienced
a great season: “Sell through was strong, despite the weather,” Jan says. “We sold most of our summer stock, including shorts, and we’re in a lean and mean position heading into AW24.”
Over the past few months, shoppers have been pouring into Sunday Best to invest in the veteran buyer’s edit of summer staples. Best sellers spanned from Chalk’s one-size separates and affordable basics by Selected Femme to more luxe buys like Vivienne Westwood accessories.
Following their purchases, customers’ finds are carefully wrapped in tissue paper and placed inside a coveted Sunday Best ‘bag for life’ as part of the store’s fivestar service: “It’s all part of the experience and great marketing for us, too,” says Jan.
It rapidly transpires that experience is vital for the retailer. So much so that shoppers are offered “anything they want to have a happy buying journey” within the store’s four walls. “We always strive to offer our customers the best shopping experience, whether that’s chatting about fashion with a drink and biscuit or raiding the rails,” she says. “The customer is king, so their needs are always catered for”
Free alterations are also all part of the service, which are provided by the store’s resident seamstress, Pui-Wan Lam. She is regularly called to the fitting rooms to pin garments onto customers’ bodies before transforming them to their exact specification, sometimes overnight. “We offer this for any garment, no matter its price,” says Jan. “It’s another way we can stand out.”
National treasure
Indeed, Sunday Best is among the most famous fashion indies in the country. Its three-storey 5,000sq ft space is a much-loved institution in the “gritty” mill town of Rawtenstall, which The Times recently ranked among the ‘10 best places to live in the UK.’
In the beginning, Jan’s inspiration for the business came from Biba’s boutique on Kensington High Street. She recalls how retail was moving towards ‘self-service,’ and that she wanted to bring a similar experience to Lancashire: “I was only 21 and didn’t really know what I wanted to do as a career. I was going to be a PE teacher as I loved sport. I also considered becoming a librarian. But I had an entrepreneurial spirit and the idea of starting my own business really excited me. When I discovered Biba, I realised I could probably bring a similar idea to the north.”
Borrowing £3,000 from a relative (worth around £60k in today’s money), Jan secured a spot inside the historical Victoria Jubilee Building, which is where Sunday Best remains today. Her vision to help customers find “their best dress” was fully embraced by the town’s fashion-conscious locals.
So much so that she’d managed to repay the hefty loan – with interest – within the first year.
In the decades that followed, business boomed. And by the 1990s, Sunday Best had reached new levels of national acclaim: “We featured on The Clothes Show and our phone line was completely jammed for a week,” she says. “We’ve also won several awards, including Drapers’ Overall Retailer of the Year in 1997, beating off Selfridges and Hobbs. I think that really helped us achieve nationwide recognition.”
Visionary retail
So, what are the other secrets behind Sunday Best’s enduring popularity? Keeping up with trends and staying ahead of customers’ needs is undoubtedly on the list. Jan is famously hardworking (she only recently cut her working week down to 50 hours), and still adopts old school methods such as poring over the national newspapers and pulling out clippings for inspiration. Her close-knit team of 12, who she describes as “extraordinary,” also keep their ears to the ground –particularly on social media: “This morning they let me know that ‘demure’ is the word we should
all be using this week,” she says, slightly tongue-in-cheek.
Of course, giving shoppers what they want is fundamental to any business. And over the years Jan has embraced numerous changes - whether it’s been the jump to selling online (which she first trialled in 2007) to broadcasting live on social media. “You have to always adapt,” she says. “You can never stand still.”
It’s probably for this reason that Sunday Best’s customers remain “incredibly loyal,” with some continuing to shop there for decades: “Sometimes their loyalty moves me to tears — it’s why we’ve survived all these years,” Jan says. “Many customers have grown up with us. They came in with their mums as children and are now parents themselves. Now we have the next generation, and so it goes on.”
An expert eye
As you might expect, Jan is also one step ahead when it comes to sourcing new brands and styles. And while she continues to oversee every buying decision, the rest of team is very much involved in the process: “There’s a wide age range among us and it’s good to get everyone’s opinion,” she says. “Some are good with
shoes; others have an eye for more contemporary fashion while some understand different body types better. Everyone gets a say in what we bring into store.”
With 30+ suppliers and around 12 new brands entering (and leaving) the Sunday Best fold each season, Jan is endlessly on the hunt for newness. She visits London at least once a month and attends trade shows in Paris, Copenhagen and the UK every season. Each trip bears the same mission: to find the next big thing: “We try very hard to source unknown brands,” she says. “We often bring in collections that are new to the UK, but a large retailer will pick them up after a few seasons and we have to move on. Yet, finding those little pearls of magic is what makes us exciting. It keeps this job exciting, too.”
Sunday Best’s key sellers have a distinctive aesthetic. For AW24, Jan is particularly excited about California-inspired French label Five and Italian brand La Haine. She also expects Rundholz Black Label, which it has now stocked for 14 years, to sell well: “It’s very quirky and has its own sense of style, so it’s a great a fit for Sunday Best.” Meanwhile, Lofina – the retailer’s number one footwear
brand – provides the perfect pairing: “Once you’ve tried their shoes or boots, you’re instantly addicted.”
Quality and sustainability are also top priorities and Jan praises Danish brands in particular for their ethics. “I love working with the Danes,” she says. “You know the garment has been made by a factory that pays people well, the cotton is organic, and it has a nice back story. Knowing the product’s journey is very important to us and our customers.”
Strategic buying
Accessories are particularly strong for Sunday Best, especially in the autumn and winter when shoppers stock up on Christmas gifts. Jan makes a solid case for steering clear of early discounting and Black Friday deals: “Clothing sales do tend to ease off by the beginning of December, but that’s when our accessories come into the fore,” she says. “We set up a free gift-wrapping station and the store is buzzing. I think if more retailers invested more heavily in accessories for that time of the year, they’d see a much better return and wouldn’t have to go into sale early.”
Buying close to the season has also become more common for
Sunday Best as a way to ensure the correct products arrive in store at the right time: “We’re definitely carrying more transitional ‘just in time’ stock,” Jan says. “While we did 100 per cent forward orders a few years ago, it’s now more like a 60/40 split. These days many brands have their own B2B sites or NOS lines and they’re great for reacting to the weather and new trends.”
The founder cites British short order brand Chalk as a great example – and says it’s an added bonus that the supplier doesn’t sell directly to consumers: “Trying to find brands that you don’t have to compete with online is almost impossible these days,” she says. “I love finding a supplier like Chalk that offers short order and doesn’t sell via its own platform.”
But like any retailer, Jan admits that she still gets buying wrong from time to time - even with all her experience: “I don’t always get it right,” she says. “Sometimes it’s 100 per cent no sell-through. But I believe it’s better to have tried and failed than to have played it safe.”
When a brand doesn’t sell, Jan also believes in making tough decisions: “It’s never personal, it’s just business. We’ve built great relationships with agents and brands over the years, and I’ll always leave
the door open. I’m not unwilling to give a brand another chance.”
A new era
Despite its healthy sales figures, Sunday Best has still felt the knock-on effects of the pandemic and recent economic woes. Jan believes the government could do more to help small businesses and high streets thrive - and she’s already had a promise that things will improve straight from the horse’s mouth: “Keir Starmer visited us before he became prime minister, and I asked him to solve the issue of this country’s antiquated business rates system if he got in power,” she says. “He looked me in the eye and promised to do something about it, so let’s hope he keeps his word.”
Elsewhere, with the retail landscape evolving so dramatically in recent years, Jan says the team is working harder than ever to keep up: “The big players are getting bigger and they’re swallowing up smaller shops,” she says. “To stand up against the giants you must have a strong point of difference. Our labels are special, we have an amazing team, and our focus is always on creating a unique and
unforgettable experience. That’s what keeps people coming back.”
Modern retail isn’t easy, even for a master like Jan. And as she approaches her fifty-fourth year in business, you have to wonder if she ever dreams about riding off into the sunset. “Absolutely not,” she says. “I love what I do; I wouldn’t be here otherwise. Even after all this time I’m never bored. My passion for the business, team and loyal customers keeps me going. I’m not sure when I’d want to give that up.”
“If older people want to spend money on themselves, why do they feel so ignored? ”
BIRA
CEO ANDREW GOODACRE ON APPEALING TO THE AFFLUENT OLDER CONSUMER
As I write this article, I’m about to celebrate another birthday in my sixties. Years ago this might have been perceived as something of a milestone and a step closer to retirement. Yet I do not feel like a man in his sixties as I’m more active than ever. I certainly don’t feel ready to be ‘put out to grass’ and believe I still have a lot to contribute. In short, I am a strong believer that in many ways 60 is the new 40 as my children have grown up, I have more disposable income and I’m fortunately less affected by a cost-of-living crisis.
I wonder, therefore, why businesses- particularly in the fashion sector - choose to ignore older shoppers? Brand owners and businesses will often talk about the value of the ‘pink pound’ and the sales opportunities obtained by appealing to the LQBTQ+ community. However, I believe the grey pound could be even more valuable.
Let’s consider the research. Older people make up 47 per cent of the population, but only 12 per cent of adverts are led by an older person. Between 2000 and 2018, spending by older households grew twice as quickly as spending by those of the under 50s. Finally, by 2040, older households could be responsible for £0.63 of every pound spent by consumers.
So, the big question is: if older people have and want to spend money on themselves, why do they feel ignored? I think part of the problem is that brand owners tend to concentrate on the lifetime value of customers, so it’s natural to focus on younger people as they’re potentially more valuable long-term. We also need to reference the fact that marketing is renowned for employing younger people, who may find it more difficult, and less interesting, to relate to a much older age group. Or is it that marketing expenditure is now dominated by the digital world, and the perception is that online is a domain mainly for Gen Z and Millennials?
I would also say that the responsibility is not only with brands. Retailers could also do more to attract an older customer by asking themselves if their physical shop is truly accessible, if staff are properly trained and if the environment is welcoming to the ageing population. I can think of some very good retailers who really understand this market and do it well. However, I can also think of those who miss the opportunity
Whatever the reason, it seems to me that the ageing population is currently a missed opportunity. Part of the secret is not to see this age group as old and to stop applying stereotype thinking, whether in images used or perceptions of capabilities. Fact one: many older people can use the internet. Fact two: many also know how to work a smart phone and social media. Not all old people are frail, and many do more than just go on cruises!
We should see the ageing population, which will continue to grow in number, as a marketing opportunity. Retailers simply cannot afford not to.
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NOREEN AND HEMANT PURI
“If you’re passionate about what you do, it will always shine through”
NOREEN PURI IS CO-FOUNDER AND BRAND DIRECTOR FOR BRITISH WOMENSWEAR LABEL POMODORO
Named British Brand of the Year at last year’s Boutique Star Awards , Pomodoro has been a firm industry favourite for over 30 years. The label was founded in 1992 by husband-and-wife team Noreen and Hemant Puri, who both bring their own unique skills to the business. Here Noreen
reveals the secrets of their success, the benefits of working together and why they never plan too far ahead…
How has the past year been since winning British Brand of the Year?
Winning British Brand of the Year 2023 means the world to all of us at
Pomodoro, as it is a great accolade for everyone who is a part of our story. It definitely helped to boost team morale and kept us all on a high for a long while afterwards. Moreover, it gives the brand wider recognition and validation, elevating our profile and reputation both in the UK and Overseas.
How did you celebrate and what have you done with your trophy?
We celebrated on the night with an impromptu after party at Mayfair members club Upstairs at Langans, together with colleagues and industry friends. It was a night that will always hold a special place in our memory. After showcasing our award at work, it now takes pride of place on our piano at home.
How is business at the moment – what are you currently working on?
There is definitely a more positive attitude within the industry, and we are optimistic that this will continue. We are currently still selling SS25, and are soon to start sourcing for AW25. Each new season is a blank canvas, which gives us the opportunity to start afresh and bring something new and exciting to the table.
How has the SS25 buying season been for Pomodoro?
By and large our stockists reported a high sell through for the SS24 season, and on the back of this we’re delighted that our order book for spring 2025 is looking healthy.
What newness have you introduced?
Our focus on a vibrant colour palette has paid off and we plan to build on this for AW25. Silhouettes remain simple with the emphasis being on interesting fabrics, prints and textures in a multitude of colours. For next season, we intend to focus on strong individual pieces that exude luxury, quality and glamour. Consumers are looking for the feel-good factor in a single purchase that can easily elevate their wardrobe.
What is the secret behind Pomodoro’s 30+ years of success?
Trust is the defining characteristic in any successful relationship or business - without that, we would never have come this far together. We both strongly believe that if you are passionate about what you do, it will always shine through. The secret to longevity in this business is to constantly move forward and adapt with the times while staying true to the brand’s core values.
How do you continue to keep your offer fresh and exciting?
We are always striving to move forward by looking for innovative fashion to keep the brand exciting. Global inspiration and new sourcing always bring innovation and newness to the collection.
What are your individual roles in the business and what’s the best thing about working together?
We believe that the only way a couple can work together successfully is to maintain very defined roles within the business. My role has always been to head up design , sourcing and steering the product while Hemant looks after the financial and legal aspects of the business, as well as focusing on
gaining entry into new markets. The best thing about working together is that we never run out of conversation. We constantly bounce ideas off each other and have the same vision for the brand. We also both fully understand the pressures of the job and the demands of work, which can often interrupt weekends and holidays. The upside is we can work from practically anywhere together, armed with a laptop and mobile phone.
What’s your favourite aspect about running a fashion brand?
Without doubt, our favourite part is the travel. We are fortunate that our work takes us around the globe whether for sourcing or selling. Working with different nationalities around the world has given us an incredible insight into so many cultures and traditions, which has been an amazing privilege and we have made so many friends along the way.
What would you both be doing if you hadn’t started Pomodoro?
Hemant qualified as a chartered accountant, and I studied economics at university. Our natural paths would have been for us to work in the world of finance. However, from an early age, we both fell into the fashion industry and were hooked by the passion of all those associated with it. We’ve never looked back since.
What are your future plans for Pomodoro?
Our motto is to never look further than one season ahead. So much has changed in the retail landscape over the last five years, and we have needed to rapidly adapt to these changes. We are ready to take on any challenges that may lie ahead and embrace them. The future is bright and Pomodoro still has so much to give.
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