ON THE COVER: Image courtesy of Joseph Ribkoff Tel: 01392 876 390 josephribkoff.com
Editor's NOTE
In November 2010, the first ever issue of Boutique magazine landed on the doormats of fashion indies around the UK. The world was a very different place back then. We were fresh out of the trenches of a global economic crisis with a new coalition government in power. We didn't know it, but new technology was about to transform our lives: the first iPad had just launched, smartphones were going mainstream, and social media use was rapidly on the rise.
T here have been many more dramatic shifts in the years since - from a world-changing pandemic to a disastrous Brexit and skyrocketing inflation. Now, as a new era unfolds, artificial intelligence is redefining the way we work and shop.
T hank you to everyone who has stayed with us through all the highs and lows. Print journalism may be under pressure, yet the desire to hold something tangible rather than scroll on a screen will, we hope, always remain.
To mark this milestone, we revisit the archive with highlights from some of our most significant issues on pages 18–19 . Meanwhile, suppliers share their favourite memories of working with us over the years (20-21) and leading indies offer some of the wisdom they’ve gained in business (41-44)
E lsewhere, we pick out some celebration-ready fashion and gifts (24-25) and thoughtful home fragrance brands (28) . We also delve into the benefits of automated AI-powered marketing (3 6 -3 8 ) while Bira’s Andrew Goodacre shares his advice for preparing for the autumn budget (46)
T his month will also see the fifth Boutique Star Awards winners ’ party take place at London’s May Fair Hotel. Good luck to all the finalists - and don’t miss next month’s issue for all the pictures and winners.
Here’s to the next 15 years!
Gemma Ward, Editor
Carla Ruiz
Dea Kudibal
Betty Basics
Maruti
Fashion Fix
ESSENTIAL NEWS FOR FASHION INDIES
FASHION AT SPRING FAIR TO REPLACE MODA X PURE
Mo da x Pure is set to be replaced by a new destination, Fashion at Spring Fair, when the Birmingham show returns this February, organiser Hyve has announced.
T he two buying institutions, which were integrated into Spring and Autumn Fair in recent years, will no longer feature on the trade show calendar. Instead, Hyve promises to deliver “a brandnew destination dedicated to style, creativity, and the craft of retail” that marks “a homecoming for fashion, returning to a city renowned for its design heritage and entrepreneurial spirit.”
T he organiser says the new format has been created in direct response to buyer demand for a more fashion-first experience.
Show p ortfolio director Jackson Szabo comments: “Fashion at Spring Fair represents a natural evolution in how we bring style,
creativity and commerce together for the UK fashion retail sector. We’ve listened closely to buyers and exhibitors alike, and this new destination is designed to meet their needs. It’s not just a place to discover new products - it’s where ideas evolve, collaborations form and the next stories in fashion retail take shape.”
S et within the wider Spring Fair event - one of the largest retail trade shows in the UKorganisers say the new fashiondedicated destination will focus on "experience-led buying" and "meaningful connection". Buyers can expect a new show format with immersive spaces designed to bring fashion to life, such as The Style Atelier - a monochromatic studio hosting live trend forecasts, styling sessions and curated showcases.
Exhibitors will include a mix of established names and emerging talent across clothing, accessories and jewellery. Brands already
confirmed include Urban Bliss, Isle and Stars, Girl in Mind, Luella, Decollage and Lighthouse Clothing showing alongside new designers in the New Business Pavilion such as Nudie Jewellery, Artemis Muse and Livia Betancourt. Jewellery and accessories highlights, meanwhile, are set to include Scream Pretty, Bill Skinner, Ayala Bar, Ashwood Leather, Alice Wheeler and Yoshi.
Hyve says the new launch forms part of Spring Fair’s new creative direction for 2026, which aims to celebrate the art of curation and connection in modern retail. The show will sit alongside Spring Fair’s gift, home and lifestyle sectors, offering buyers a crosscategory sourcing experience under one roof.
Fashion at Spring Fair takes place at the NEC Birmingham from 1–4 February 2026; register for free entry via springfair.com/visitorregistration.
INDUSTRY UPDATE ESSENTIAL
NEWS FOR FASHION INDIES
HOVE FASHION INDIE VELVET CELEBRATES 25 YEARS
Award-winning independent Velvet celebrated its 25th anniversary last month, marking a quarter-century of selling stylish fashion, accessories and homeware in Brighton and Hove. Founder Emma Draper and her team hosted a special in-store party, welcoming loyal customers, friends and local celebrity Cherry Bomb for a night of fizz, fashion and music.
Since opening in 2000 in Brighton’s North Laine, Velvet has evolved from a small shop selling jewellery, handbags and homewares into a three-storey flagship offering affordable fashion and lifestyle accessories. Its edit is largely sourced in-season from the Bestseller Group while it remains proudly bricks-andmortar only.
GODDIVA LAUNCHES AI-POWERED SHOPPING ASSISTANT
British womenswear brand Goddiva has launched an AIpowered shopping assistant to offer consumers a personalised, round-the-clock service on its e-commerce site.
Powered by OpenAI’s GPT-5 and LangChain technology, Goddiva AI delivers tailored recommendations, styling inspiration and instant support across orders and returns.
Chief executive Mina Melikova says the innovation “blends the empathy of a stylist with the intelligence of technology,” marking a major step forward in the brand’s digital evolution.
Draper credits the store’s longevity to her family and team, with her father, mother, sister and three sons all contributing to its story. Reflecting on the celebrations, she says the night left her “full of pride and love” for her customers and staff alike.
ALLICA BANK TO OFFER FLEXIBLE FUNDING OPTIONS FOR INDIES
Allica Bank has acquired fintech firm Kriya in a deal set to unlock £1 billion of working capital finance for small businesses over the next three years. The move marks Allica’s entry into the embedded finance market, expanding its SME lending portfolio and digital reach.
Kriya’s B2B PayLater platform works like its consumer counterpart, enabling businesses to spread the cost of purchases at the checkout while paying suppliers upfront. For independent retailers, this type of finance can ease cashflow pressures when investing in new-season stock or replenishing bestsellers.
The acquisition strengthens Allica’s position as a leading SME-focused bank, reinforcing its mission to “build something different” for small businesses as mainstream lenders continue to scale back support.
“There’s never been a more relevant time to help SMEs”
SHOPPERS EMBRACE AI RECOMMENDATIONS
Four out of five UK consumers are now using artificial intelligence to research or buy products online, reveals Klaviyo’s AI Shopping Index. Shoppers are primarily enlisting AI engines to seek the best deals and personalised recommendations, with 70 per cent expecting the use of AI
tools to become standard by 2026. For independent retailers, the rise of AI-assisted shopping highlights a growing demand for instant support and personalisation while shopping online, showing how chatbots, virtual assistants and automated guides could enhance e-commerce performance.
PIC: HENRY WARREN
INDIE SHOP NEWS
SUPER EIGHT
Hertford's Gingerlillie Boutique celebrated its eighth anniversary last month with an in-store party offering special promotions, a raffle and fizz and cake for customers.
BIRTHDAY CELEBRATIONS
Wolf and Badger also marked a big birthday recently, having opened its first store in October 2010 as a platform for independent designers.
AWARD WINNER Devon-based
independent Caramel Clothing has been named Independent Retailer of the Year at the Exmouth Business Awards 2025
ONS figures confirm shop theft crisis
Bira says the latest Office for National Statistics (ONS) figures confirm the retail crime crisis impacting the UK. Official data shows in-store theft was up 13 per cent in the year to June 2025. However, the association warns the true scale is far higher as most incidents go unreported. While the
government’s Crime and Policing Bill is set to remove the £200 lowtheft threshold and introduce a standalone offence for assaulting retail workers, CEO Andrew Goodacre is calling for swift action from the government to "protect independents, their staff and their livelihoods"."
SEPTEMBER FASHION SALES STEADY FOLLOWING STRONG SUMMER
After a brighter summer for fashion retailers, clothing and footwear sales continued to rise in September, though at a gentler pace, reveal the latest figures from the Office for National Statistics (ONS).
Overall retail sales volumes rose by 1.5 per cent in September – well above forecasts – with fashion maintaining modest growth. Clothing and footwear sales increased by 0.1 per cent in-store and 1.5 per cent online, following stronger gains of 4.4 per cent in-store
and 4 per cent online across the three months to September.
Despite slower momentum, the wider non-food category remained positive for the quarter, up 0.9 per cent. Electronics and jewellery were standout performers, with the former boosted by the new-term rush and the latter lifted by rising gold prices.
Online shopping continued to underpin overall growth, accounting for 28 per cent of total retail sales in September – up from 27.8 per cent the previous month.
INDUSTRY SALES FIGURES SEPTEMBER 2025 (VS SEPTEMBER 2024) +2.26% +5.11%
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
Intimateessentials
LINGERIE, SWIM AND RESORTWEAR TO COMPLEMENT YOUR WOMENSWEAR OFFER
INTO THE WILD
Crafted from premium fabrics with meticulous attention to detail, Miss June Paris’s Kasia Long Dress captures pure wanderlust. With its striking leopard print and sophisticated finish, it’s the perfect companion for summer travels and adventures. £POA; miss-june.com
SUSTAINABLE MOVEMENT
Made from recycled plastic bottles, Girlfriend Collective transforms ocean waste into activewear that performs. Expect soft, supportive garments designed for everyday movement - from full workouts to running errands.
Available in sizes XXS–6X; £POA; Tel: 07887 730754 / 07825 091369
Inspired by its founder’s Canary Islands roots, Livia Betancort’s swimwear combines high quality recycled fabrics, daring shapes and colour-clashing patterns to create pool party-ready bikinis and swimsuits. £POA; liviabetancort.com
BACK TO BASICS
Offering full support for sports and exercise, Anita’s active sports bras marry perfect fit with breathable fabrics for cup sizes AA-K. Choose from a wide range of designs – from extreme control to mesh fabrics that optimise air circulation. £POA; Tel: 01908 524 048 anita.com
Sustainable label Cncrt-London creates seasonless loungewear designed to stand the test of time. Its ultra-fine merino sweaters, dresses and bottoms are made using whole garment technology with no seams - ensuring nothing goes to waste.
From £35-65; Tel: 07887 730 754
E: angela.blundell@concrete-concept.org
THE GREATEST (INTIMATE APPAREL) SHOW ON EARTH!
25 - 27 JANUARY 2026
THE SHERATON GRAND PARK LANE HOTEL, LONDON
With a reputation for fostering connections and celebrating our community, Wonderland is the go-to destination for industry insiders seeking to stay ahead of the curve. Wonderland takes place over three floors in the private Ballroom of the Sheraton Grand London Park Lane, an iconic venue in the heart of Central London.
Renowned for its elegant setting and expertly curated selection of labels, Wonderland attracts exhibitors from UK, Europe, USA, Australia and beyond. The July show brought together nearly 100 brands specifically offering lingerie, nightwear, loungewear and resort from around the globe and welcomed a dynamic mix of visitors — including buyers from leading department stores, the very best independent retailers, and key players from across the UK, Europe, and the USA.
Exhibitors, buyers, press, and industry professionals can expect an immersive experience, discovering the latest collections from both established names and exciting new talent in the world of intimate apparel.
WORTH ITS SALT
Partnering with a Mongolian manufacturer that mirrors the ethos of its original Yorkshire mill, British brand Salts produces exceptional quality cashmere with a fully transparent supply chain. £POA; E: martin@pdstailoring.com salts-cashmere.com
DESIGN CLASSIC
Softer and lighter than its original sailor jumper, Saint James’ striped slim-fit Marée sweater is crafted in premium 100 per cent wool for a chic take on everyday style. Choose from five colourways; £POA; Tel: 07539 228 041 E: marc@doublehagency.com
STAR OF WONDER
With dazzling pave crystals set around a birth stone, Luna Charles’ Heidi North Star necklace is the perfect gift for Christmas and beyond. £POA; E: wholesale@lunacharles.co.uk
THIS MONTH’S STANDOUT WOMENSWEAR AND ACCESSORIES
FINE LINES
Marc Cain redefines summer knitwear with its airy ajour dress. Knitted in Germany using organic cotton and sustainable lurex yarn, it features delicate cut-out details, tonal satin stripes and a flattering silhouette. £POA; Tel: 07900 893 186 E: mc.agency.uk@marc-cain.com
BEST IN SHOW
Back for a second outing, House of Sunny's For the Love of Dogs 2.0 collection is a homage to four-legged friends. Expect dogthemed picture knits in premium cotton blends – from bow-wearing whippets to dapper dachshunds. £POA; E: nattie@ houseofsunny.com/ india@houseofsunny.com
SNOW DAY
Brave the elements this AW25 with Emu Australia’s outdoor essentials. Crafted from premium water-resistant sheepskin, each piece offers lasting comfort that’s built to weather harsh conditions in style. £POA; Tel: 0207 713 2080 emuaustralia.com
WINTER ESSENTIAL
Add a pop of colour to festive edits with Cara and the Sky’s Brigit Cardigan. Made in the UK in small batches, it combines vegan-friendly yarn, playful cable, honeycomb and hearts stitches, contrast tipping and balloon sleeves.
£POA; E: info@caraandthesky.com
Lovesboutique
FASHION FINDS WE’RE FALLING FOR THIS SEASON
MERRY AND BRIGHT
Mustard Made’s The Mixer features two adjustable shelves, fluted glass panels and a metal frame for creating the ultimate Christmas cocktail cabinet. Choose from the brand’s palette of 12 colourways including festive Poppy, Olive and Sage. £POA; uk.mustardmade.com/pages/stockistapplication
FINISHING TOUCH
Danish label Munthe has elevated a classic cropped tee with the addition of an intricate lace hem. Style with satin skirts or denim and metallic heels for an easy trans-seasonal look. £POA; E: hlm@munthe.com
CITY BREAK
Landing in stores this February, By Malene Birger’s SS26 collection is inspired by slow summer days and nights in Palermo. Expect classic summertime fabrics, feminine silhouettes and hard-working accessories, such as these ruched leather kitten heel mules. £POA; E: humi@bymalenebirger.com bymarlenebirger.com
Eco chic SUSTAINABLE
PRODUCTS AND BRANDS
ONE OF A KIND
Sustainable denim brand Seventy + Mochi sources organic or recycled cotton to create its eco-friendly garments. Its mill also adopts proprietary techniques to eliminate waste from dyeing and finishingsaving around 4,800 litres of water per metre of fabric. £POA; E: michelle@seventymochi.com
SILVER LINING
Made using sustainably sourced materials, Nellou’s sterling silver Starry Skies necklace will be the star of the show this festive season and beyond. £POA E: hello@nellou.com
A STITCH IN TIME
Emerging British designer Olivia Black brings a refined edge to genderfluid dressing with pieces crafted to impeccable standards in the UK. The Weaver Denim Jacket, made from raw deadstock denim, is elevated with gold buttons engraved with the label’s signature safety pin motif. £POA; E: gemma@blackpr.co.uk
FOR A RAINY DAY
Made from 50 per cent recycled materials, Selected Femme’s Aline tech trench coat is breathable and waterproof – making it the perfect practical yet stylish piece to update your customers’ spring wardrobes. £POA; E: cecilie.andersen@bestseller.com
ENDURING STYLE
Working with considered fabrics and ethical partners, Raishma creates sustainable womenswear that fuses the best of Eastern and Western design. Expect exceptional time-honoured craftsmanship, handmade details and timeless silhouettes. £POA; E: customerservices@raishma.co.uk raishma.co.uk
Enter the archive
TAKE A TRIP DOWN MEMORY LANE WITH SOME OF OUR MOST NOTEWORTHY ISSUES
For 15 years, Boutique magazine has championed independent retail and put small, lesser-known brands in the spotlight. Our first issue landed in November 2010 amid economic uncertainty, a coalition government led by David Cameron and the aftershocks of a global financial crisis. That year also birthed the first iPad and Instagram - innovations that would go on to transform shopping forever.
Since then, indie retail has faced profound change. The rise of e-commerce reshaped the sector’s entire landscape, while Brexit and the pandemic tested resilience like never before. Through it all, we’ve
MAY 2013
Data collection and customer loyalty was central to this edition as indies began to digitalise their businesses. The Rana Plaza collapse also propelled supply chain transparency into mainstream conversations.
reported on the news that matters and celebrated the people who make the sector thrive, from inspiring shop owners to emerging brands.
As the magazine grew, so did our commitment to recognising excellence in the sector. In 2019, we launched the Boutique Star Awards, celebrating the very best in independent retail - a milestone that reflects both the magazine’s journey and this industry's incredible talent.
So whether you’ve been with us from the very beginning or only discovered us recently, we'd like to thank you for your support.
Here, we revisit some defining moments from 15 years of Boutique magazine…
JANUARY 2015
The new year began on a positive note with reports of a sales boost on the back of Small Business Saturday. Meanwhile, the government promised to review Business Rates ahead of the Spring Budget.
NOVEMBER 2010
Our first issue launched against a backdrop of economic uncertainty following the global financial crisis. But the nation found some light relief that month with the excitement of Prince William and Kate Middleton’s engagement.
APRIL 2016
George Osborne’s latest Budget was a key topic in this issue, while we also featured an insightful interview with Pamela Shiffer, who shared her story of running a successful boutique in London’s Primrose Hill.
JULY 2018
As France lifted the World Cup and 12 boys were rescued from a cave in Thailand, indie retailers turned their focus to online growth and the emerging sustainable fashion movement.
OCTOBER 2022
This memorable issue reported on the passing of Queen Elizabeth II and the political fallout of Kwasi Kwarteng’s mini-budget - a month that shook both the nation and the markets.
NOVEMBER 2019
The inaugural Boutique Star Awards crowned 12 exceptional indies and brands. With Brexit uncertainty still looming, we turned to industry experts for guidance on staying optimistic about the future.
JULY 2024
With a new Labour government in power, this edition reflected cautious optimism across indie retail and renewed calls for a long-promised business rates reform to finally become reality.
APRIL 2020
An unprecedented historical moment called for an unprecedented issue of Boutique magazine. As the country went into lockdown, we documented how independent retailers were adapting to survive.
NOVEMBER 2025
Fifteen years since our debut issue, our 180th edition reflects on the defining moments that have shaped independent fashion retail since 2010 while looking ahead to the industry's future.
Happy birthday Boutique!
INDUSTRY INSIDERS SHARE THEIR FAVOURITE MEMORIES FROM THE PAST 15 YEARS
Noreen Puri, POMODORO
“We’ve always had a close association with Boutique magazine - from advertising campaigns to editorial coverage. However, our favourite memory will always be the Boutique Star Awards 2023 when Pomodoro was awarded British Brand of the Year! It was quite amazing to be given such a fabulous accolade in front of our friends and colleagues in the industry. The euphoria of receiving the award and the validation that it gave the brand was truly uplifting, especially in these challenging times.”
Sally Dawes, SALLY DAWES AGENCY
“Doesn’t time fly in the fashion industry? We’ve been on the journey with Boutique now for nearly 15 years and seen it evolve, as we all have, over that time. The magazine has a unique way of cutting through the noise and bringing our fashion news to us in a unique, un-buttoned and relaxed way. They’re still staying relevant today in our fast-changing fashion world and I look forward to continuing the journey with them.”
Yathukulan Kanagaratnam, CITY GODDESS
One of my fondest memories of Boutique magazine takes me back several years. At that time, we were trying to figure out how to reach new boutiques and didn’t have the technology we rely on today. We were a bit sceptical to advertise at first, but decided to give it a try. The response to our first campaign was incredible. We had amazing leads, constant calls and real orders coming in. Even though the world has changed and there are now many ways to reach your audience, Boutique magazine continues to hold that timeless connection with independent retailers.”
Lisa Speet, CAROL C COLLECTIONS
“I have many favourite memories of working with Boutique over the last 15 years, but one that stands out is the Boutique Star Awards 2023. We were lucky enough to have a full table at that year’s winners’ party, with our fabulous team of agents in attendance. We won Distributor of the Year , which was amazing in itself, but the real highlight was when Carol Capener, founder of Carol C Collections, was presented with the Lifetime Achievement trophy! It was such a memorable evening for us all.”
Georgia Flynn, HARROGATE FASHION WEEK
“ Boutique magazine has been so supportive of the show since its inception in 2018, and especially since I took over in 2024. We are always delighted to work with the team and the magazine is critical to ensuring all the leading boutiques in the UK are aware of Harrogate Fashion Week and why they should attend. We were delighted to have been a sponsor of this year’s Boutique Star Awards and look forward to working together for many years to come.”
Polly Webb, LILY & ME
“We have worked with Boutique from their early days and really value the connection and exposure the magazine allows us to have with our independents. Their down-to-earth approach and insightful industry knowledge are something we’ve always loved. A great memory for us is being a part of last year's awards ceremony and winning an award! It was such a fun evening - a great opportunity to chat to others within the industry and a proud moment to stand up as siblings and accept the trophy!”
Stock Up
We rarely need an excuse to celebrate, but this month we have plenty! From our fifteenth anniversary to the fastapproaching festivities, we’ve hand-picked the perfect party pieces to help you toast your way through November (and December) in style…
VERO MODA
Party favours
SHIMMERING SILHOUETTES AND TIMELESS TREASURES
WORTH CELEBRATING
1. GODDIVA Tel: 0208 597 2744
E: sales@citygoddess.co.uk
2. MERI MERI faire.com
3. MARELLA X STELLA MAXWELL
Tel: 0800 111 4338 gb.marella.com
4. MUNTHE
E: hlm@munthe.com
5. AMELIA SCOTT
E: hello@amelia-scott.com
6. XUXA
E: hello@xuxa.shop xuxa.shop/pages/wholesale
7. FEMPONIQ
E: dody@blackpr.co.uk
8. SAMANTHA SIU
E: info@samanthasiu.com
9. AMPERSAND FRAGRANCES
E: connect@ampersandfragrances.com
10. BY MALENE BIRGER
E: humi@bymalenebirger.com bymarlenebirger.com
11. SIXTON LONDON
sixton.london/pages/wholesale
12. CUURVE
Tel: 07514 770 724 E: hello@cuurve.co
13. LUNA CHARLES
E: wholesale@lunacharles.co.uk
14. HEATHER EVELYN faire.com
15. LABBADA E: info@labbada.com
AMELIA SCOTT,
RAINBOW COCKTAIL RING, XUXA, £POA
LACE DRESS, MARELLA X STELLA MAXWELL, £POA
GOLD SKIRT, MUNTHE, £POA
DRESS, FEMPONIQ, £POA
NCENECKL ACE, SAMAN
SEDUCTION SCENT, AMPERSAND,
£POA
TOP, LABBADA, £POA
COSMETICS BAG, SIXTON LONDON, £POA
COZY CHARLOTTE, CUURVE, £POA
BAG, BY MALENE BIRGER, £POA TELECARB
Suggested Retail Price: From £199
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Take note
HOME FRAGRANCE BRANDS TO REVITALISE YOUR WINTER PRODUCT LINE-UP
SERENE HOUSE
Transforming any space into a sanctuary of calm, Serene House’s natural home fragrances are designed to enhance everyday wellbeing. The brand's signature Vapor Aroma Diffuser can be filled with water and its 100 per cent natural essential oils to disperse a gentle aroma into the air. Buyers can choose from single notes such as cinnamon, orange and pine or pre-blended combinations including Comfort, Relax and Motivate. Elsewhere, its Wax Warmers and patented No-Spill Melts offer another clean, flamefree way to enjoy aromatherapy at home. Each product blends sleek design with innovative features, offering a strong commercial opportunity for boutiques. Wholesale prices start from £2.10 while the minimum opening order requirement is £300.
Founded by Nottinghamshirebased maker Emma Robinson, Every Nook combines mid-century design with nostalgic fragrance to create unique candles and melts. Each product is hand-poured in small batches using natural biodegradable soy wax and comes housed inside a reusable amber glass jar with a retro abstract print. Hero scents include sophisticated combinations such as Whisky and Vanilla, Vintage Cologne and Tobacco and Praline and Coffee Bean. Now based in a small workshop in Newark-onTrent, the independent brand is stocked by independent lifestyle and gift retailers around the UK. CONTACT: everynook.co.uk/pages/ wholesale-home-fragrance
BOUS CANDLES
Born at a kitchen table in 2016, Bous was founded by designerturned-candle-maker Kate Antrobus, who set out to create an environmentally friendly product range without synthetic additives. Today her collection includes candles in ceramic and glass vessels, wax melts, reed diffusers and blended essential oils. Still made in small batches in Cumbria, standout products include its Coco soy candle with a wavy wooden wick, amber glass Havana Reed Diffusers and Yoga Mat Spray. The brand is stocked by independent shops and wellness spaces across the UK, while Kate also co-runs artisan co-operative Shop for the Senses in the Lake District, celebrating small, independent makers.
CONTACT: bouslife.co.uk/pages/stockistenquiry
Fashion Extras
GEMMA WARD PICKS OUT THIS MONTH’S BEST WINTER HOMEWARES AND ACCESSORIES
TRAVELLING LIGHT
Designed in the UK and made by European footwear artisans, Nique Forde’s signature Snap & Style system means one pair of sandals can deliver multiple looks while minimising holiday packing. £POA; E: dody@blackpr.co.uk
WELL-HEELED
Designed to pair seamlessly with its dresses, Goddiva's Shoe Collection is the brand’s first step into footwear, offering styles and colours for every occasion. £POA; Tel: 0208 597 2744 citygoddess.co.uk
LOVE CHARM
A twist on a traditional Welsh love spoon, Claire Hill Designs’ gold charm necklace is engraved with four commas to represent souls and deep affection and then finished with a diamond-shape Emerald CZ. £POA; E: claire@clairehilldesigns.co.uk
JOIN THE CLUB
Dropping as part of its new golf capsule collection for SS26, Marc Cain’s sporty baseball cap is the perfect finishing touch for off-duty outfits this spring and beyond. £POA; Tel: 07900 893 186 E: mc.agency.uk@marc-cain.com
SOFT TOUCH
Crafted in sheepskin, recycled cotton and leather, Celtic and Co’s sumptuous cross body bag is the ultimate cold-weather accessories upgrade. £ POA; Tel: 0333 400 044
MULE IT OVER
Made from faux-suede canvas with a cosy faux-fur lining and extra warming features, Barbour’s Claudia Mule Slippers will keep customers cosy until the arrival of spring. £POA; E: sales@barbour.com
ANOTHER GALAXY
Available in multiple colourways, Pajar’s classic Galaxy Boot can comfortably withstand extreme low temperatures - making it the ideal companion for the coldest of snow days. £POA; Tel: 01633 485 365 E: letschat@unify-bp.com
MAKING PLANS
Illustrated with some of the designer’s best-loved prints, Emma Bridgewater’s Spring Flowers A5 Diary 2026 includes a week-to-view layout and plenty of space for organising busy days. £POA; E: saleswholesale@emmabridgewater.co.uk
STOCKING FILLER
Handmade in its London studio using excess fabric from its womenswear garments, Saywood’s zero waste scrunchie is a thoughtful add-on purchase for gifting and spontaneous treats. £POA; E: info@saywoodstudio.co.uk
NEXT STEPS
Handcrafted using premium calf suede and sustainably sourced sheepskin, Mou’s Winter Bio clogs feature vibrant shearling trims and the brand’s trademark hand-crotchet stitching. £POA; Tel: 0208 421 7070 fabfootwear.net
PEACE ON EARTH
Hand-poured in small batches in Kent, Simon James Home’s Cardamom and Myrtle candle features a blend of calming notes to create a peaceful ambiance. £POA; E: hello@ simonjameshome.co.uk faire.com
DESK TO DINNER
Featuring a statement corsage and low kitten heel, By Malene Birger’s sling-back court shoe is made to transition from day to evening events with ease. £POA; E: humi@bymalenebirger.com bymarlenebirger.com
PRACTICAL MAGIC
Sara Miller London’s Magical Nightfall collection captures the beauty of winter evenings, with the brand’s much-loved storage tins reimagined with a whimsical moonlit woodland scene. £POA; E: info@elitetins.com
MALE ORDER
Designed with the same care and attention as its womenswear, Chalk Man blends high-quality yarns, neutral colourways and effortless styling to create timeless wardrobe staples. £POA; E: info@chalkuk.com
INTO THE FOREST
Made in Japan using premium reeds and alcohol-free oil, Airy Aroma’s Forest Breath Diffuser combines clary sage, geranium and hinoki to evoke sheltering under a tree from the rain. £POA; E: maia@milkcomms.com
WALKING ON AIR
Featuring cloud-soft sheepskin and the brand’s distinctive sharktooth sole, Emu Australia’s Sharky Adventure Scuff is perfect for cosy evenings at home or braving the elements outside. £POA; Tel: 0207 713 2080 emuaustralia.com
WINTER WARMER
Perfect for eco gifting edits, Cara and the Sky’s vegan-friendly Florence Scarf is produced in the UK in small batches – making it the perfect choice for conscious Christmas shoppers. £POA; E: info@caraandthesky.com
Down to business
KEY TO SUCCESS
Technology is transforming every corner of retail - from the way we work to how we shop. This month we delve into how AI is helping fashion indies lighten the load in marketing and PR. Then, in celebration of our anniversary, we spotlight 15 emerging brands set to make waves in 2026…
Work smarter (not harder)
FROM AUTOMATED TASKS TO DATA ANALYSIS, WE EXPLORE HOW AI IS TRANSFORMING MARKETING FOR FASHION INDIES
The rapid rise of artificial intelligence is arguably the biggest shift we’ve seen to our online habits since the dawn of social media. According to a recent Vodafone poll, 78 per cent of Brits now use AI-driven tools in their daily lives - whether to find information, manage tasks or even seek emotional support. Free, accessible platforms have made it easy for anyone to tap into AI’s capabilities without needing specialist skills or costly software. While adoption has been slower in the business world, many companies are now realising its potential. In fact, a 2025 Moneypenny survey found that 39 per cent of UK firms have already integrated AI into their operations, while another 31 per cent are actively exploring how to use it. From content creation to audience analysis, many are discovering that it can take on much of the heavy lifting in marketing and PR.
But perhaps the most surprising development is how quickly AI is changing the way consumers shop.
A recent study commissioned by the B2C CRM Klaviyo revealed that four in five shoppers now use AI tools before making a purchase. Instead of trawling through Google Shopping or scrolling endless product pages, most consumers are turning to AI platforms for instant recommendations and price comparisons.
B en Jackson, Klaviyo’s managing director EMEA, says even those within the tech world were caught off guard by the speed of its adoption: “We assumed consumers would take longer to embrace AI, but it’s already become a central part of the shopping experience – and I believe that growth will continue.”
Indeed, its survey also uncovered that most UK shoppers (70 per cent) now expect AI to become a normal part of online purchasing. “AI isn’t just a buzzword,” Jackson adds. “Nor is it something retailers can afford to ignore.”
A new frontier
For independent retailers, the potential benefits of AI are already significant - and they’re evolving fast.
K laviyo, the marketing automation platform used by more than 170,000 merchants worldwide, is helping retailers of all sizes simplify their email, SMS and online marketing campaigns. It works by connecting directly to an online store and integrating in-store sales data through systems such as Shopify POS or Lightspeed. The result is a complete view of each customer - what they’ve bought, how often they engage, and crucially which communications lead to sales.
O nce connected, the system can run many marketing tasks automatically: welcome emails for new sign-ups, birthday discounts
and re-engagement messages for lapsed shoppers are among its most popular automations. Retailers can also set up tailored follow-ups after purchases - such as, 'new arrivals from the brand you love' or 'time to restock your favourite candle' - to encourage repeat business and loyalty.
If a shopper browses but doesn’t buy, Klaviyo can automatically send an email reminder or incentive to return. It also highlights which campaigns actually convert into sales, so retailers can stop guessing what works and focus on what drives results. Customers can even be segmented by behaviour - such as 'regular buyers of a certain brand' or 'VIPs who spend over £200' - allowing messages to be personal and relevant every time.
In essence, Klaviyo helps independent retailers sell more, save time and strengthen customer relationships by using the data they already have to communicate with their audience more intelligently.
Rise of the machines
Now, Klaviyo’s latest innovations are taking automation to an entirely new level. Its recent platform upgrades, powered by the brand’s native AI engine KAI, include two standout tools designed to redefine customer relationship management: the Marketing Agent and the Customer Agent.
T he Marketing Agent acts as an autonomous teammate, capable of creating and launching personalised campaigns within minutes.
“Previously, retailers had to come up with the campaign idea, define the target audience and design the email or SMS,” explains Jackson. “Now, Marketing Agent can handle all of that automatically.”
The system draws on each retailer’s own data alongside insights from Klaviyo’s vast network of brands. Campaigns can be reviewed, refined and approved at the touch of a button - making sophisticated marketing accessible even to the smallest teams. “It helps independent retailers become more advanced with their marketing, freeing up time to focus on other areas of the business,” says Jackson.
Meanwhile, the Customer Agent functions as a round-the-clock assistant across online chat, email and SMS. It can answer questions, recommend products and resolve issues instantly using real-time customer data. “It transforms how retailers communicate,” Jackson adds. “Shoppers can interact with a brand in a natural, human way, supported by information like purchase history and browsing behaviour. That kind of service used
to be the domain of big brands - now it’s available to all.”
B oth tools learn and adapt continuously, optimising campaigns and customer interactions without prompts.
And while AI-powered marketing might sound costly, Jackson insists the opposite is true: “These tools enable small retailers to act like big brands without the same budget. Many features are consumption-based, so we grow alongside our customers. Every action can be measured by its Klaviyo Attributable Value, ensuring the return on investment is clear.”
Human touch
D espite the opportunities, some independent retailers remain hesitant about AI. Many pride themselves on the human relationships and individuality that define their businesses and worry technology could dilute the brand and reputation they’ve worked hard to achieve.
Jackson understands the concern but believes AI can enhance rather than replace what makes small retailers special: “Big brands have entire CRM departments. Smaller independents might have one person, or even half a person, managing everything. Our tools level that playing field.”
Cybersecurity is another common concern. But Jackson argues that working with larger technology providers can actually strengthen protection: “We operate under stringent security requirements. Large enterprise clients conduct extensive due diligence before signing with us. Smaller companies benefit from the same infrastructure and expertise that keeps those operations safe.”
Ultimately, Jackson sees AI as an opportunity rather than a threat. “AI is a tool to help run your business more effectively and efficiently,” he says. “Our data shows consumer behaviour is shifting fast. Independent retailers need to think about how to adopt AI in a way that extends their unique voice. Those who don’t risk being left behind.”
As artificial intelligence continues to evolve, the line between digital efficiency and human creativity is beginning to blur. For fashion indies, embracing AI isn’t about replacing personal service - it’s about using technology to amplify what's already there. Experts say those who learn to harness these tools now will not only save time but also gain the insight and agility needed to thrive in an increasingly data-driven marketplace.
“AI isn’t just a buzzword or something retailers can afford to ignore”
6 WAYS TO SUPERCHARGE YOUR MARKETING WITH KLAVIYO
1. Automate the essentials
Schedule welcome messages, birthday offers and re-engagement campaigns to run automatically, freeing up valuable time for other tasks.
2. Personalise every interaction
Use customer data to tailor recommendations and messages so each shopper feels valued.
3. Revive abandoned baskets
Set up smart reminders that tempt customers back to complete their purchase.
4. Segment your audience
Group shoppers by habits or spend levels to target them with the right content at the right time.
5. Track what really works
AI can analyse which emails, posts or texts drive sales so you can focus on the activity that delivers results.
6. Strengthen customer support
Chatbots powered by AI can answer queries 24/7, improving service levels and reducing response times.
Ones to watch
15 BOUTIQUE-FRIENDLY FASHION AND LIFESTYLE BRANDS TO HAVE ON YOUR BUYING RADAR
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1. CARAMEL LONDON
Transforming vintage treasures into modern heirlooms, Caramel London upcycles vintage chains and charms to give preloved accessories a new lease of life. Expect maximalist pieces adorned with ornate embellishments. From £30; Tel: 07956 314 050
2. ATTREN.
Created by Matt and Lauren Rowley following a devastating car accident, British streetwear label Attren champions individuality and empowerment through graphic-led t-shirts, hoodies, hats and bomber jackets. £POA; E: janet@blackpr.co.uk
3. SAMANTHA JANE
Redefining dressing for modern mothers of the bride and groom, British label Samantha Jane blends contemporary silhouettes with standout fabrics and exceptional fit - all for highly competitive price points. £POA; E: sales@samanthajaneboutique.co.uk
4. PATT
Launched in 2024, accessories label Patt creates premium handbags in butter soft Italian calfskin. Each is stitched together by passionate artisans using the highest quality materials and then finished with luxurious details. £POA; E: info@pattlondon.com
5. MOCA JEWELLERY
Female-founded Walthamstow jewellery brand Moca creates sculptural designs that tell a story. Expect statement pieces handcrafted in small batches using recycled metals and ethically sourced stones. £POA; Tel: 07949 757 704 E: hello@mocajewellery.com
6. BETTY BASICS
Now available in the UK, Australian label Betty Basics offers off-duty styling options for modern wardrobes. Expect bright and comfortable basics, quality fabrics and affordable price points. Around £20 per piece on average; E: info@carolccollections.com
7. LAURA SEE LONDON
Eco footwear brand Laura See London blends art, craftsmanship and sustainability with every pair of its beautifully made shoes. Each is handmade in Italy, often using surplus leathers, and enhanced with high-end finishes. £POA; E: info@lauraseelondon.com
8. CHALK MINI
Introduced this year by the popular boutique brand, Chalk Mini extends its signature timeless designs, quality fabrics and muted colourways into the childrenswear category. £POA; E: info@chalkuk.com
9. MANICURIST
Blending nailcare with cosmetics, Manicurist products contain plant-based ingredients that nourish as well as enhance. The French-made brand has experienced rapid growth since its 2019 launch, now exporting to over 30 countries worldwide. From £8; faire.com
10. MISGRACEFUL
Designed in Shropshire by founder Lorna Willis, Misgraceful creates hypoallergenic jewellery boasting a high-tech coating that can withstand water, sweat, perfume and suncream. Choose from a wide range of affordable on-trend pieces - from hoops and pendants to T-bar necklaces and tennis bracelets. From £5 each; faire.com
11. NURSEM
Created by a nurse for hard-working hands, Nursem has received much acclaim since launching in 2020. Today the dermatologist approved range has expanded into body care, incorporating the same natural skin-nourishing ingredients. From £5 each; faire.com
12. GE LIVING
Turkish homewares brand GE Living creates modern heirlooms through its high-quality textiles. Combining traditional techniques with modern technology, its range includes tropical print cushion covers and table linens. £POA; info@geliving.com.tr geliving.com.tr
13.
TOLD LONDON
Independent home fragrance brand Told London combines the art of storytelling with the power of scent. Expect beautiful vessels featuring bespoke illustrations as well as location-inspired aromas created with award-winning perfumers. £POA; E: trade@toldlondon.com
14. SWIMSARA
British brand 1981 offers six unisex fragrances that can worn alone or layered. Each contains Iso E Super, which blends with the wearer’s natural skin chemistry to creating a unique and personal scent. £POA; E: john@tcbagencylondon.co.uk 10 11 12 13 14 15 8 9
Innovating the premium swimwear market, British brand Swimsara uses cutting-edge tan-through fabric for its fashion-led bikinis and one-pieces to allow sunlight and vitamin D to reach the skin. £POA; Tel: 07935 205872 E: hello@swimsara.com swimsara.com
15. 1981
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Lessons Learned
FOR 15 YEARS, BOUTIQUE MAGAZINE HAS CELEBRATED THE FOUNDERS, BUYERS AND BUSINESS OWNERS SHAPING INDEPENDENT FASHION RETAIL. IN THAT SPIRIT, WE’VE GATHERED THE LESSONS THAT HAVE INSPIRED, CHALLENGED AND GUIDED THEM ALONG THE WAY. HERE, SOME OF THE UK’S LEADING BOUTIQUE OWNERS OFFER A PIECE OF WISDOM THAT COULD TRANSFORM YOUR LIFE (AND BUSINESS) FOR THE BETTER…
Wise Words
15 LEADING INDIE OWNERS SHARE THE BIGGEST LESSONS THEY’VE LEARNED IN BUSINESS
In the digital age, information is easy to find. But the best wisdom comes from those who’ve lived it. Over the past 15 years, we’ve shared countless stories from some of the UK’s most respected indie retailers. To mark our anniversary, we’ve invited 15 of them to reflect on the single piece of advice that changed their perspectiveand their business - for good. Here are the life-changing lessons they’ve learned along the road to success…
Remember success is about the numbers
“Invest in your team. Empower them to make decisions and they will look after the business as if it were their own”
Jan Shutt, Sunday Best
Show up consistently
“The fun parts of running a boutique - buying fashion, going to trade shows, making beautiful displays, chatting with customers – are the best. But the truth is, success comes down to the numbers. Cash flow, profit margins, breakeven figures, forecasting, saving for tax and VAT bills… it all matters. I look at my figures every day and plan ahead. Without cash flow, there is no business.”
Emma Draper, Velvet
The best things are worth the wait
“I’ve learned not to expect overnight success - the best results in business grow steadily, not suddenly. It takes hard work, dedication, patience, resilience and showing up every single day to succeed. The best things in life are worth waiting for.”
Gwenno Williams, Kiti
“ T he most important thing we've learned is that you have to show up consistently! This applies whether you're on the shop floor or engaging with followers on social media. People buy from people - without that connection, we wouldn't have a business.”
Rachel Hunt and Sally Gott, Sass and Edge
The small touches matter
“Attention to detail is what makes a good shop great. It’s about going above and beyond to make sure customers get everything they want and are promised – the small touches matter. My scientific background has definitely helped me there; when you’ve worked in a field where precision is vital, it stays with you.”
Sally Boddington, White Coco
Keep evolving
“Trust that feeling of fizz and excitement when you see something that catches your eye. Keep looking for the new: go to trade shows, travel the world and look at shops wherever you are. I never tire of seeing how others merchandise and how creative this industry is. Retail is hard work, and you have to keep moving forwards at all times; standing still is not an option, so trust you gut and put your best foot forward, always.”
Create your own identity
“Don’t try and be everything to everyone. Create an identity - a brand - so your audience can really understand what you are about. In doing so, you build trust, and your customers feel safe investing in your curation.”
Zoie Walker, 32 The Guild
Vanessa Hodgson, Collen and Clare
Encourage your staff to grow
Don't judge a book by its cover
“A successful business depends more on your ability to read spreadsheets and understand cashflows than on buying lovely clothes – so learn to count, quickly! I also believe you should never judge a book by its cover. Treat every person who walks in the door with kindness and respect - you never know when you will gain a loyal customer.”
“Invest in your team with trained down knowledge and encourage them to grow in their role. Employees often have hidden talents and more to give, which becomes openly visible if you nurture their skillset and give them autonomy to develop. Ensure all team members have full knowledge of marketing, operational and sales targets and incentivise overall business performance using KPIs. In turn they will invest in the business with a full understanding of key requirements, creating a thriving work environment with a culture built for success.”
Claire Wright, Gemini Woman
Sarah Simonds, Artichoke
“Focus on your own business, not on anyone else’s”
Lauren Brown, Sisters & Misters
Share your triumphs and trials
“I believe it is important to share your wins and challenges openly. Connection and support are vital as an entrepreneur, so don't be afraid to reach out when you need it. But above all else, trust your gut instinct - it will guide you better than anything else.”
Deryane Tadd, The Dressing Room
Your individuality is your superpower
“Stay true to what makes you different. In independent retail, your individuality is your superpower and what customers fall in love with. Trends and technologies will change, but the ability to make someone feel seen, understood and special never goes out of fashion.”
Anne Wright, Young Ideas
Expect the unexpected
“Don’t assume you can predict customer behaviour - it rarely goes the way you might expect. For instance, when new-season arrivals start landing and one style sells out quickly, resist the urge to re-stock straight away. I’ve learned the hard way that it doesn’t always sell the second time! It’s great advice I try to follow myself, though it’s easier said than done.”
Tiffany Moore, Renes Fashion
Make every customer feel important
“Without customers you haven't got a business, so invest in your relationships with them. Welcome every single person who walks through the door, sends an email or has any contact on social media. Make them feel important, valued and welcome; show a genuine interest in them because it will pay dividends in the long term. What may start as a small relationship can so often blossom into a life-long customer.”
Lucy and Rupert Adams, Real Clothing
“It's clear that the government will need to raise money - and possibly taxes”
BIRA
CEO ANDREW GOODACRE ON HOW INDIES CAN PREPARE FOR THE AUTUMN BUDGET
November is a big month for retail.
Christmas really begins to come into view from a shopper’s perspective, and let’s not forget Black Friday, which has now become a month-long event for many large retailers.
T his year we also have the chancellor’s budget. The annual event's dateline is later than usual, and I have already expressed my concerns about it becoming an unwelcome distraction during retail’s busiest time of year. Speculation about what it will include started weeks ago - and much of it has been negative. This impacts consumer confidence and, therefore, spending at a time when we need to see positivity.
D espite various leaks already reported in the press, it remains difficult to gauge what will actually be included. It’s clear the government will need to raise money, and that will almost certainly come from extra taxes.
L ast year it was the double whammy on employer national insurance contributions. I’m hoping business will not be hit as hard this year, but I don’t take that for granted. We already know that business rates will be increasing for many, depending on the retailer’s rateable value. There is also a rates revaluation due before the budget, when all rateable values will be reviewed and adjusted.
With that in mind, I urge you to double check your rateable valuation when these announcements are made ( gov.uk/find-business-rates ). Any increases will not take effect until April 2026, so you have a few months to ensure the details are correct. If they are not, I recommend contacting your local valuation office.
A nother cost almost certain to rise is employment. National Living Wage levels are normally announced during the budget, and speculation suggests this could increase by around 4 per cent in line with inflation. I would suggest checking that you are claiming all the allowances available to you. For instance, to offset the increase in national
insurance contributions, the employer’s NI allowance was raised to £10,500. Bira has called for this to be increased further, but whatever the level, please make sure you are making full use of it.
F inally, I 'm hoping for some good news in the budget regarding cheap imports. We have campaigned to close the duty-free loophole for low-value items below £135. We have also championed the idea of online marketplaces collecting VAT from all sellers, regardless of where they are based. Making these changes would go some way towards levelling the playing field between online and physical retail.
T he budget is significant, with wide-ranging effects on both businesses and consumers. Bira will continue to keep independent retailers informed about any updates, together with practical advice on how to stay financially prepared for whatever changes lie ahead – positive or otherwise.
ACCESSORIES
BLUNT
Rainy Days made Good
E: ordersuk@bluntumbrellas.com
W: www.bluntumbrellas.co.uk
Euroleathers
Euroleathers are a supplier of premium shoe and leather care products and accessories.
Futura specialise in software for EPOS, retail and warehouse management including pick, pack and dispatch to power your ecommerce operations.
The Old Forge, The Street, Tidmarsh, Reading, Berkshire, RG8 8ER
T: 01189 841925
E: sales@futurauk.com
W: www.futura4retail.co.uk
TOP TO TOE
Lyonsdown House, 23-29 Hendon Lane,London, N3 1RT
Software Systems
T: 020 3376 5888
E: info@toptotoe.com
UKP WORLDWIDE
UKP Worldwide (UKPW) are a customs agent specialising in customs clearance of low and high value eCommerce parcels including fully managed returns logistics and duty reclaim.
UK Office | Unit 18-19 Wornal Park | Menmarsh Road | Worminghall | Aylesbury | Bucks HP18 9JX
T: +44 (0) 1844 398 880
W: ukpworldwide.com
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