Boutique Magazine September 25

SEPTEMBER 2025

BUSINESS SENSE FOR FASHION RETAILERS

ISSUE 178

Christmas countdown

Plan ahead for a sparkling season

DECK THE HALLS

Finance to fuel your golden quarter

Retail storyteller Inside The Decorium with founder Lucy Talbot

Merry & bright

Gift ideas for every budget

&

UNBRANDED BENEFITS SHORT-ORDER PARTYWEAR

UK Customer Service

+44 07368175176

ukinfo@franklyman.com

WELCOME EDITOR Gemma Ward gemma@bpmedialtd.co.uk

PRINT AND ONLINE SALES Julie Neill – julie@bpmedialtd.co.uk Tel 01795 515288 / 07960797383 Rachael Swinyard rachael@bpmedialtd.co.uk

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PUBLICATION MANAGER Rachael Swinyard rachael@bpmedialtd.co.uk

CREDIT CONTROL Jilly Barker - Jilly@bpmedialtd.co.uk

PUBLISHER Julie Neill

MANAGING DIRECTOR Julie Neill © 2022 Boutique Professional Media Ltd, Office 2, The Old Stable Block, Crescent Road, Faversham, Kent ME13 7GU. No part of this magazine may be reproduced or stored in a retrieval system or transmitted in any form – electronic, mechanical or physical – without express prior permission and written consent of the publisher.

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ON THE COVER: Image courtesy of Chalk Tel: 01843 231 300, chalkuk.com

CHRISTMAS

comes early

T

his year's golden quarter is set to be challenging for retailers as consumers navigate inflated prices and tighter budgets. Early forecasts predict only a modest rise in retail sales, driven largely by inflation rather than real growth. Encouragingly, a recent survey

by Salsify suggests most shoppers will spend about the same as last year, while a quarter - led by Gen Z and Millennials - plan to spend more. Fashion and lifestyle products remain high on their wish lists, which is welcome news for independents offering carefully curated edits.

Competition for that spend will be fiercer than ever. Social media is increasingly driving gifting ideas, with TikTok and Instagram influencing purchasing decisions. Smaller retailers who show up early and creatively on these platforms can capture valuable sales - particularly from younger shoppers looking for unique, meaningful gifts. Timing is also key: many customers are expected to start buying earlier this year to spread the cost, with Black Friday still pivotal for bargain-conscious shoppers.

In this issue, we’ve got plenty of ideas to help you get ahead. Don’t miss our unique gift edit for every budget on pages 20–22 and our round-up of shortorder partywear on 26–27. If you’re considering financial support, Allica Bank’s Gareth Anderson explains why accessing a small business loan might be more straightforward than you think (34–35). Plus, CME Jewellery’s Morgan Lloyd makes the case for unbranded products to help boost Q4 margins (page 36).

We also speak to Lucy Talbot, owner of The Decorium, in this month’s Shop Talk. With a decade's experience in fashion marketing for major brands, she’s well versed in retail storytelling and using tech to drive sales. Turn to page 39 to read the story behind her thriving business.

Finally, thank you to everyone who entered this year’s Boutique Star Awards.

It has been truly inspiring to read about your achievements over the past 12 months and we’ll be announcing the shortlist very soon.

Gemma Ward, Editor CHRISTMAS CHRISTMAS GIFTING GIFTING

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SHOP TALK

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A story to tell

IN JUST THREE YEARS, LUCY TALBOT HAS TURNED AN ONLINE SIDE HUSTLE INTO A MULTI-CHANNEL FASHION RETAIL DESTINATION. HERE SHE REVEALS HOW SHE’S GROWN THE DECORIUM FROM HER SPARE BEDROOM INTO A MUCH-LOVED VILLAGE BOUTIQUE PEOPLE TRAVEL MILES TO VISIT

B

y the time Lucy Talbot opened The Decorium in 2022, she had spent over a decade working on campaigns for some of the UK’s biggest fashion brands. But the former London fashion marketer wasn’t content with shaping other people’s visions - she wanted to create her own. “My career gave me an education in aesthetics, retail psychology and storytelling,” she says. “But I wanted to build something that was truly mine - where I could make all the decisions and take creative risks.”

Her first plan to go it alone was simple: launch a curated online store selling stylish, affordable fashion.

But it wasn’t as straightforward as she’d hoped. “Back in 2018, before the pandemic, most well-known suppliers wouldn’t let you stock their collections without a physical store,” Lucy explains. Undeterred, she scoured trade shows and handpicked white-label brands, blending her eye for trends with margin-conscious buying.

Running the site from her two-bedroom London flat while freelancing by day was demanding, and progress was initially steady rather than spectacular. But then

covid hit. “Online shopping really took off during the first lockdown and everything came together for the business at the right time,” she recalls. “Because of my background we were already thinking mobile-first, so we were ahead of the curve. That focus helped us scale faster than I could have imagined.”

By the end of the third lockdown in 2021, Lucy had built a loyal following and the confidence to take the brand offline. Pregnant and craving a different pace of life, she left London for Tettenhall - a leafy, affluent village in the City of Wolverhampton. “I wanted to bring curated fashion and editorial storytelling to a small community,” she says. “It felt like the perfect setting to create something special.”

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13/11/2025

Tickets available now Early bird ticket rate £195 Email julie@bpmedialtd.co.uk to book For sponsorship information: email rachael@bpmedialtd.co.uk

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SEPTEMBER 2025

boutique.

SEPTEMBER 2025 | boutique. | 5

Book Now

marc@doublehagency.com - 07539228041 www.doublehagency.com

FASHION FIX

Fashion Fix

ESSENTIAL NEWS FOR FASHION INDIES

HARROGATE FASHION WEEK BREAKS EXHIBITOR RECORDS AS BUYER NUMBERS SURGE

W

omenswear show Harrogate Fashion Week (HFW) hosted its largest event to date last month, with more than 300 brands exhibiting and a 13.5 per cent increase in footfall compared with its previous edition.

Now a key date on the UK fashion trade calendar, the three-day show (4–6 August) brought together the latest womenswear, accessories and footwear across four halls inside the Harrogate Convention Centre.

Buyers from around the UK praised the event’s brand mix, sense of community and friendly atmosphere, with many citing its vibrant yet relaxed ambiance as one of the key reasons for returning season after season. “Harrogate is absolutely the most fabulous place to come,” said Dorothy Robinson, founder of womenswear indie group Dotique. “It’s a beautiful town and it’s nice to meet other buyers. There are social events, and it’s just the most beautiful location.”

Retailers explored new and returning collections for SS26, with many highlighting the value of buying inperson: “You have to see everything before you buy it - the colours, the feel, the fit,” said Sophie Robinson, who runs Dotique's store in Witney. “Shopping in person is so important; we’ve got to do it ourselves, for our customers.”

Deborah McDermott from Velvet Ladieswear in Ramsbottom added: “Harrogate Fashion Week is probably the best fashion trade show that there is! We see a lot of our brands here and we try to find new ones too. It’s great

for networking – we love catching up with old friends and meeting new ones.”

Brand representatives also praised the show’s professional layout and upbeat energy. “It's a great show with lovely people and a happy atmosphere,” said Myles Cunningham from d.e.c.k by Decollage. “It works well as it’s very professional and has a great layout!”

Louise Collins of Alice Collins described the event as “a great place to see all brands under one roof,” noting the importance of buyers being able to see and feel product firsthand.

Newer brands also benefited from the exposure. “We’re exhibiting because one of our brands is only two years old, so it’s really important to get it out there and show everyone how great it is,” said Emily McLeish from Jam Agent, who showcased labels including Every Other, Everau, Orfeo, Religion Clothing and Saint Tropez. “It’s a really lovely show to come to – the setup is easy, everyone is great to work with, and the customers are so lovely.”

Event director Georgia Flynn says the team is thrilled with the success of the show’s latest edition: “To have over 2,000 visitors join us, a record number of brands and such positive feedback makes all our hard work worthwhile.

We’re so proud of how far the show has come, and we can’t wait to welcome everyone back in February.”

The next edition of Harrogate Fashion Week takes place from 1 - 3 February 2026.

SEPTEMBER 2025 | boutique. | 7

NEWS

INDUSTRY UPDATE

ESSENTIAL NEWS FOR FASHION INDIES

DOTIQUE DEFIES RETAIL SLOW-DOWN WITH DOUBLE-DIGIT GROWTH

W

omenswear indie Dotique has recorded double-digit growth across its three physical stores as well as a noticeable surge in online sales during the first half of 2025. Founder Dorothy Robinson, who runs the business with daughter Sophie Robinson, credits its success to a curated product offering, personalised service and agile approach to buying.

With boutiques in Chesterfield, Peak Village and Witney, the eightyear-old retailer reports strong performance at every location, with its newest Cotswolds store exceeding expectations in its first year. Online also performed exceptionally well, with revenue more than doubling year-on-year.

“We’re seeing strong loyalty and a real desire for meaningful experiences,” says Dorothy. “Our customers are travelling to visit us in-store or they're organising FaceTime styling appointments. When buying, I’m looking for well-made pieces that feel good, fit properly and won’t be out of style next year. We help women build a wardrobe they actually wear - things that last and aren’t the same as what’s on every high street.”

“LITTLE TREATS” DRIVING RETAIL GROWTH

INDX INTIMATE APPAREL ATTRACTS GLOBAL BUYERS Buyers flocked to July’s INDX National Intimate Apparel Show from across the UK and Ireland - with some traveling from as far afield as Nigeria. Teaming up with the London Swimwear Show, the three-day event showcased new lingerie, swim and beachwear collections alongside trend workshops and catwalk shows.

Evening networking events also brought industry insiders together over drinks, canapés and live music. The show returns 8–10 February 2026.

8 | boutique. | SEPTEMBER 2025

Brits are embracing “little treats,” spending around £20 a week on spontaneous purchases, reveals Faire. In a survey of 2,000 shoppers, most said they are regularly buying small indulgences like chocolate, stationery, homeware and beauty costing under £10. Nearly one in five buy more than five small treats per week, citing boosting their mood (48 per cent) and “a love of life’s luxuries” (41 per cent) as motivation. Friday and Saturday

“Low-ticket

are peak days, items can be highlighting used to build opportunities trust and for weekend promotions, rapport” in-store activations and social content. Faire’s Charlotte Broadbent says: “Even if shoppers are holding out for a big-ticket buy, low-value products can build trust, increase spend and nurture longterm loyalty.”

WIN £5,000 TO SPEND ON NEW STOCK FROM FAIRE Faire and Autumn Fair are giving one lucky retailer £5,000 to spend on AW25 stock. Entries for Faire x Autumn Fair: Win Your £5,000 Wishlist are open until 30 September 2025, with the winner receiving Faire credit to shop thousands of leading Autumn Fair brands. New Faire retailers will be automatically entered, while existing customers can take part by submitting an online form. The winner will be chosen at random and must use the credit within 60 days. Full details at faire.com/autumn-faire.

NEWS

INDIE SHOP NEWS

BOUTIQUE BAROMETER INDUSTRY SALES FIGURES JULY 2025 (VS JULY 2024)

FULL STEAM AHEAD

Seven Boutique in Milton Keynes recently appeared in a new campaign for Fridja's commercial clothes steamers. Owner Julia Pickersgill said she was delighted the store was chosen as its backdrop.

FOND FAREWELL

Elizabeth Rose Fashion has closed its doors after 46 years of trading. The awardwinning boutique built up a loyal following under Helen Pritchard and brother Michael Busby who ran the business for 30 years.

FEELING MOVED

Whitchurch indie Moo and Boom has relocated to a smaller unit next door to its original store.

Co-founder Maddie Ashbrook says "crippling overheads" had made it impossible to remain trading from its former location.

Watch the free Retail Makeover Mission series Hundreds of indies entered Autumn Fair’s Retail Makeover Mission this summer, underlining the strong demand for expert support in a challenging market.

While only two stores won the coveted £10k transformation, every retailer can now tap into the same insider knowledge for free.

A new online series follows winner OSOboutique’s journey,

with episode one featuring The Dressing Room founder Deryane Tadd and retail specialist John Abbate. Their advice covers business growth essentials such as brand storytelling and elevating the customer journey. A suite of free toolkits is also available for independents to download.

Find out more at autumnfair. com/retail-makeover/hub

AVERAGE SALES QUANTITY

+1.65% AVERAGE SELLING PRICE

+2.72% PROFIT MARGIN

+2.16% 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

CORNWALL INDIE ROO’S BEACH REBRANDS AS R.PLACE

A

ward-winning lifestyle store Roo’s Beach has rebranded as R.Place, marking the next chapter in its evolution from a small beach-front shop to an international indie destination.

Founder Roo Cross, who opened the original Porth store in 2013, says the change reflects just how far the business has come: “It feels like the early days of me and my beach are so far behind us now,” she explains. “We now stock womenswear, menswear, lifestyle, homewares and plants – plus there’s a coffee shop. We’ve expanded

so many times that we felt we needed a new name that reflected where we are and where we’re going next.”

Known for its laid-back fashion collections and joyful use of colour, the indie has built a loyal following at home and overseas - attracting customers from as far afield as Japan, Australia and the US. The new identity also aligns with the store’s growing in-house label, R.Goods: “We chose R.Place as the name as it feels like a destination,” says Roo. “There’s also a real sense of community behind it. We wanted

something instinctive and futurefacing. R.Place speaks to the sense of belonging we’ve always tried to create - a place that feels like yours, whether you’re shopping with us in Cornwall or from across the world.”

SEPTEMBER 2025 | boutique. | 9

FASHION FIX

Intimate

essentials

THE LATEST LINGERIE, SWIM AND RESORTWEAR TO INSPIRE YOUR NEXT BUY MUM'S THE WORD

Designed for comfort and fast access, Antia’s Seamless nursing Bra 5096 features supportive double-layered cups and clever one-handed clips.

Choose from five easy-fit sizes to cater for all shoppers.

S–XXL, £POA; Tel: 01908 524 048 anita.com

FREE SPIRIT

Inspired by its eponymous founder’s roots in the Canary Islands, 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

VINTAGE VIBES

Launched more than two decades ago, Schiesser’s Revival collection revisits classic silhouettes from the 1950s and beyond, reworking them for the modern consumer. Expect ribbed fabrics, vintage-style woven labels and streamlined retro cuts. £POA; Tel: 07887 730 754 E: angela.blundell@concrete-concept.org

QUIET LUXURY MADE TO ELEVATE

ITEM m6’s body and legwear combines medical expertise with shaping technology, applying gentle and effective compression on key points of the body to stimulate circulation and assist lymphatic drainage. £POA Tel: 07801 062 775 E: janice.tassell@jt-brand-studio.com 10 | boutique. | SEPTEMBER 2025

Sustainable label Cncrt-London creates seasonless wardrobe staples 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. Wholesale prices from £35-65; Tel: 07887 730 754 E: angela.blundell@concrete-concept.org

SEPTEMBER 2025 | boutique. | 11

FASHION FIX

WINTER WARMER

Filled with 90 per cent down feathers, Saint James’ lightweight Ste Juliana jacket marries warm quilting with fine corduroy detailing. A closed collar offers added protection from the elements while logo-engraved buttons bring a luxury finish to this modern classic. £POA; Tel: 07539 228 041 E: marc@doublehagency.com

LIGHT THE WAY

Told London's new Dancing Light fragrance has been inspired by the crystal waters of Lake Como.

Expect a refreshing blend of aquatic florals, fig leaf, magnolia and musk encapsulated in a candle or reed diffuser. The brand also offers refills for all its products to increase the longevity of its exquisitely designed vessels. £POA; E: trade@toldlondon.com

HAPPY HOLIDAYS

Dreaming of next summer? Miss June Paris’s Short Bellerose Dress is the perfect choice for far-flung escapes. Crafted in cool fabric and adorned with embroidered details, this bohemian-inspired piece is everything shoppers need for easy summer glamour. £POA; +33 142 334 155 miss-june.com

THIS MONTH’S STANDOUT WOMENSWEAR AND ACCESSORIES FOR A RAINY DAY

Tap into the growing demand for premium rainwear with Barbour’s Original Classic Tartan umbrella, complete with engraved wooden handle and durable mechanism. £POA; E: sales@barbour.com

LASTING LOVE

Handcrafted by skilled artisans in rich caramel leather, Mi Bolsa London’s Monaco Basket Bag will be treasured by shoppers for years to come. Each can be worn in a variety of ways for extra versatility, either as a cross-body, shoulder bag or carried by the top handles. £POA; E: dody@blackpr.co.uk 12 | boutique. | SEPTEMBER 2025

W: fee-g.com

E: diane@dianesykesfashion.com

M: 07906 070081

FASHION FIX

UNDER THE MISTLETOE

Elevate festive edits with Pieces’ chic take on a novelty tee. Adorned with a pretty mistletoe emblem, it’ll bring Christmas joy to any outfit – from jeans and tailored trousers to sequinned skirts and shorts. £POA; E: amalie.skjerning@bestseller.com

DRAMATIC EFFECT

Crafted from luxurious Mikado fabric, BAÉ’s Glory dress features a dramatic mermaid cut and removable obi bow, which can be styled with the gown or paired with other pieces for extra versatility. £POA; E: janet@blackpr.co.uk baemoments.com/pages/ become-a-retailer

boutique

Loves

FESTIVE FINDS GUARANTEED TO DAZZLE SHOPPERS

PARTY PERFECT

Mascara London offers elegant partywear - from sleek, figure-hugging dresses in various colourways to voluminous ball gowns adorned with appliqués. Each piece is meticulously crafted in flattering silhouettes, offering the perfect options for glittering Christmas parties and new year celebrations. Around £79 per piece on average; Tel: 0208 965 1522 E: info@mascara.london

MAKING AN ENTRANCE

Female-founded womenswear brand Fee G has created a 2025 Christmas capsule with shimmering sequins, rich textures and vibrant prints. Highlights include the showstopping Camilia Knot Shoulder Velvet Dress – a stunning floor-length gown with sculptural details, adjustable straps and a sheer back panel. Around £80 per piece on average; Tel: +353 1460 6035 E: fiona@fee-g.com fee-g.com

14 | boutique. | SEPTEMBER 2025

DIVINE ENERGY

Meticulously handcrafted with vibrant tourmaline gemstones, Ece London’s The Celestial II Earrings are thoughtfully designed to mimic the harmonious energies of the universe. £POA; E: gemma@ blackpr.co.uk

HATBOXES LTD

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Our boxes are made from high quality cardboard and have a protective vanish on the outside of the print finish, ensuring the best protection for your customers’ hats and garments.

MORE THAN JUST HATBOXES! We offer a wide range of gift boxes, garment boxes and flight boxes in multiple sizes to suit your needs

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FASHION FIX

THAT'S A WRAP

Eco chic SUSTAINABLE PRODUCTS AND BRANDS

Perfect for indies aiming to reduce plastic waste, Cascayde’s paper tape offers an eco-friendly alternative for wrapping presents and online orders. Choose from an array of designs to suit your brand or the season – from Christmas stars to polka dots and animal print. 5pk £11.25; cascaydewholesale.com

PICK OF THE CROP

Produced in limited runs in London and Istanbul, Femponiq’s womenswear collection boasts innovative cuts, bold silhouettes and distinctive colour palettes. Star of the show for AW25 is its Cropped Puff Sleeve Cotton Top, which styles perfectly with skirts and high waisted jeans. £POA; E: dody@blackpr.co.uk

STAR OF WONDER

Crafted with a conscious from recycled gold vermeil, the Celestial 3D Star Ring by Fool’s Gold Jewellery will make a stellar edition to accessories edits this AW25. £POA; E: hello@foolsgoldjewellery.co.uk

DONE CONSCIOUSLY

Returning for SS26 by popular demand, Lily and Me’s best-selling coords are a wardrobe staple for conscious shoppers. Heroes include its Grasslands Jacket and Summer Trousers, crafted in a sustainable linen and EcoTang viscose blend at the brand’s own factory in Nepal. From £5 to £35; Tel: 01452 207 766 lilyandmeclothing.com

ETERNAL STYLE

East London brand House of Sunny continues to champion slow fashion with its new Eternal collection. Combining small-batch production with thoughtful designs and fabrics, each piece is made in limited quantities to ensure exclusivity and sustainability. £POA; E: nattie@houseofsunny.com 16 | boutique. | SEPTEMBER 2025

Create a Collection to Call Your Own...

We are a leading supplier of high-quality, non-branded sterling silver jewellery.

0116 283 2240

www.cmejewellery.co.uk

SEPTEMBER 2025 | boutique. | 17

Stock Up

WHAT TO BUY NOW

CREATING MAGIC

C

hristmas comes but once a year and September is the perfect time for indies to get a head start on the festivities. From wish-list-worthy gifts to short-order partywear, we unwrap the best products and suppliers to help you deck the halls (and rails) this festive season…

SEPTEMBER 2025 | boutique. | 19

CHRISTMAS GIFTING

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BOUTIQUE-FRIENDLY CHRISTMAS GIFTS TO BRING JOY TO SHOPPERS OF ALL AGES

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CHRISTMAS GIFTING 1. TOLD LONDON’s Highland Retreat Candle will add festive magic

14. Handmade in small batches, THE VELY SOAPERY’s Christmas

to any setting with its warming Christmas-like scent, £POA

Amélie Soap on a Rope comes inside a Liberty fabric bag, £POA

2. Gift FOOL’S GOLD JEWELLERY’S delicate Queen of Hearts

15. Create a rocking gifting edit with JOE BROWNS’ antique gold

Pendant as a symbol of love, £POA

hand ornament, £POA

3. JEFF AND THE SQUIRREL’s Black Cat Christmas Decoration is

16. Children will be able to discover more than 50 nature-

made for animal lovers, £POA

inspired yuletide facts in this collectable An Anthology of Christmas hardback, from DK PUBLISHING £POA

4. Support British design with CUURVE’s sustainable essentials, handmade in Yorkshire by an all-woman team, £POA

17. Practical yet whimsical, FABLE ENGLAND’s Backpack is a

5. DEREK ROSE’s Duke Cashmere Navy Women's Dressing Gown

strong contender for any Christmas wish list, £POA

is the luxury gift of dreams, £POA

6. Cocktail fans will love MUSTARD MADE’s The Mixer cabinet in festive Poppy red, £POA

7. Bring Christmas joy to sustainable edits with CAMBRIDGE IMPRINT’s recyclable and biodegradable wrapping paper, £POA 8. Celebrate festive seasons gone by with INK & DROP’s vintage underground advertising poster, £POA

9. Perfect for conscious shoppers, THE GIFT LABEL’s has updated its best-selling hand soap in winter packaging, £POA

10. Smart and sustainable, the colour of NUDIENT’s Falu Red Bold Case nods to the colour of Sweden’s quaint painted cottages, £POA

11. XUXA’s cubic zirconia Smiley Face Ring is sure to spread joy among shoppers this Christmas, £19.20

12. The Mindbox set by artist VENESSA K PARKER includes

18. For a luxury gift that transcends generations, look no further than LALAGE BEAUMONT LONDON’s exceptionally crafted handbags, £POA

19. Fill any space with the scent of a cosy Christmas with ARRAN’s Amber, Myrrh and Tonka Reed Diffuser, £POA 20. Elevate eyecare routines with ALPAGOTA’s Green Mandarin and Cedarwood Protective Aromatic Lens Cleaner and matching Silktech lens cloth, £POA

21. Collectors won’t be able to resist JELLYCAT’s Amuseables Snow Globe, £POA

22. ANARA SKINCARE’s Replenishing Facial Experience Gift Set is ideal for shoppers looking to gift self-care, £POA

23. BELLA FREUD’s Fairytale of New York Mug is a novelty Christmas present worth keeping, £POA

everything budding painters need to reset over the party season, £10

13. CELTIC AND CO’s braid trim sheepskin clogs will keep feet cosy until spring, £POA

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CHRISTMAS GIFTING

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24. Affordable and timeless, NELLOU’s sterling silver Starry Skies necklace will be the star of the show this festive season, £POA

25. MOCA’s statement sculptural jewellery is made in Walthamstow in small batches using recycled metals, £POA

26. Woven in India using 100 per cent cotton, TBCO’s sustainable pyjamas are perfect lounging between Christmas and New Year, £POA

27. BARBOUR’s Audrey Showerproof Jacket will be well-received by anyone venturing outside before the arrival of spring, £POA

28. Reach for the stars without breaking the bank with PIECES’ celestial hair clips, £POA

29. SOAK WASH’s celebration no-rinse laundry soap is the perfect add-on gift, £POA

30. Rise to any festive occasion in AMONELLA MARRE’s high-end footwear, £POA

31. Play your cards right with LUNA CHARLES’ Tala credit card holder embossed with tiny gold stars, £POA

32. Give the gift of a restful night’s sleep with OTO’s CBD and L-theanine Sleep Drops, £POA

33. Stock up on CHALK’s angora blend socks for a cosy solution for shoppers of all ages, £4.60

34. Upgrade an old tape roller with STEAMERY COPENHAGEN’s sustainable lint brush, £POA

35. Spice up Christmas morning with 1981’s intoxicating unisex fragrance, £POA

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1981 E: john@tcbagencylondon.co.uk, ALPAGOTA E: rufus@thegoodsagency.co.uk, AMONELLA MARRE E: amonellamarre@gmail.com amonellamarre.com, ANARA SKINCARE Tel: 07956376771 E: arati@anaraskincare.com, ARRAN arran.com/pages/arran-wholesale, BARBOUR E: sales@barbour.com, BELLA FREUD E: info@bellafreud.com bellafreud.com, CAMBRIDGE IMPRINT cambridgeimprint.co.uk/trade, CELTIC AND CO Tel: 0333 400 044, CHALK wholesale.chalkuk.com, CUURVE Tel: 07514 770 724 E: hello@cuurve.co, DEREK ROSE E:barny.edis@derek-rose.com, DK PUBLISHING E: dkbooksellers@uk.dk.com, FABLE ENGLAND Tel: 0203 397 5885 E: trade@fableengland.com,FOOL’S GOLD JEWELLERY E: hello@foolsgoldjewellery.co.uk, INK & DROP E: shop@inkanddrop.com, JEFF AND THE SQUIRREL E: hello@jeffandthesquirrel.co.uk, JELLYCAT Tel: 3330 040 900 jellycat.com, JOE BROWNS wholesale@joebrowns.co.uk, LALAGE BEAUMONT LONDON E: catkin@lalagebeaumont.com LUNA CHARLES E: wholesale@lunacharles.co.uk, MOCA Tel: 07949 757 704 faire.com/direct/mocajewellery, MUSTARD MADE uk.mustardmade.com/pages/stockist-application, NELLOU E: hello@nellou.com,NUDIENT E: rufus@thegoodsagency.co.uk, OTO E: natalia@otowellbeing.com, PIECES E: amalie.skjerning@bestseller.com, SOAK WASH soakwashb2b.ca/pages/wholesale-application, STEAMERY COPENHAGEN E: wholesale@steamery.se, TBCO tartanblanketco.com/pages/b2b, THE GIFT LABEL E: b2b.thegiftlabel.com, THE VELY SOAPERY thevelysoapery.com/stockists, TOLD LONDON E: trade@toldlondon.com

VANESSA K PARKER Tel: 07944 394 342 E: info@venessakparker.com, XUXA E: hello@xuxa.shop xuxa.shop/pages/wholesale

22 | boutique. | SEPTEMBER 2025

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.

Patterned Pagoda Collection by Soake

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.

Brand New Francesca Collection by Soake

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.

Metallic Animal Print Collection by Soake

www.soake.co.uk - 01423 341000 - info@soake.co.uk Soake Limited, Unit 8a Killinghall Business Park, Ripon Road, Harrogate, HG3 2BA

BRAND PROFILE

Man of the hour

BRITISH FAMILY-RUN BRAND CHALK IS EXPANDING INTO NEW CATEGORIES WITH THE LAUNCH OF ITS DEBUT MENSWEAR COLLECTION

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ince launching in 2017, British lifestyle brand Chalk has become a boutique favourite thanks to its textured homewares, chic womenswear and coastal-inspired beauty products. Designed in the UK with a focus on timeless style and quality craftsmanship, its pieces are designed to take shoppers from season to season. Now for AW25 the brand is charting new territory with the launch of its debut menswear collection: Chalk Man.

Chalk it up

Based on the south-east coastline, Chalk began life over a decade ago as a boutique in Margate’s Old Town. In 2017, the family-run business relaunched as Chalk - inspired by Kent’s sandy beaches and chalky coastline - supplying

CONTACT: E: info@chalkuk.com wholesale.chalkuk.com 24 | boutique. | SEPTEMBER 2025

Created with the same considered approach as its womenswear, the range combines premium yarns, a neutral palette and effortlessly wearable styles that feel unmistakably Chalk while offering fresh appeal for new and existing stockists.

This season also sees the launch of a new childrenswear capsule, positioning the brand as a goto supplier for the whole family: “These launches allow us to reach a wider network of independent retailers, while inspiring our existing partners with something new,” says founder Lisa Greenwood. “Our goal is to help retailers delight their customers by offering more choice - whether for themselves or for the men and children in their lives.”

Chalk Man delivers versatile, timeless pieces that transition easily from day to night. Expect classic t-shirts, polos and relaxed loungewear crafted in highquality fabrics. It also boasts simplified sizing options - like its womenswear - that make the range stockist-friendly and easier to shop.

“We have chosen to feature our own friends and family as models for the brand's first campaign,” Lisa concludes. “As a family-run, femaleowned brand, this felt like the most authentic way to tell our story. It's a continuation of the same ethos that has shaped Chalk from the start.”

Buyers can view the complete collection encompassing womenswear, menswear, childrenswear and homeware, at Top Drawer from 14-16 September.

independent retailers with simple, classic clothing and beautiful interiors.

Today, its collections span womenswear, menswear, childrenswear and homewares, all available for immediate delivery via its handy B2B website.

Come and see the full collection...

Top Drawer, London 14th - 16th September 2025

info@chalkuk.com

@chalkuk

01843 231300

www.chalkuk.com

EYEBROW PARTYWEAR

It’s party time!

CELEBRATE THE START OF THE FESTIVE SEASON WITH THESE ULTRA-GLAM SHORT-ORDER COLLECTIONS

MASCARA LONDON

Known for its daring take on occasionwear, Mascara London brings festive glamour to AW25 with a collection that’s perfect for the party season. Luxe fabrics, flattering cuts and competitive price points remain at the heart of the brand, while this season’s vibrant palette of emerald green, electric blue and magenta ensures standout looks for every celebration. From sleek, figure-skimming dresses that sparkle under party lights to dramatic ball gowns adorned with beading and appliqués, each design is crafted with meticulous finishing and attention to detail. The collection caters to women of all ages in search of confidence-boosting partywear with silhouettes that flatter every figure. Whether shoppers are dressing for a winter wedding or the biggest night on the festive calendar, the brand’s range delivers the perfect statement pieces for every special occasion.

CONTACT: Tel: 0208 965 1522 E: info@mascara.london

PROM FROCKS

Party season is all about making an entrance – and Prom Frocks delivers standout dresses designed to resonate with young fashion fans. With 20 years’ experience as a market leader in promwear across the UK and Europe, the brand is renowned for offering age-appropriate glamour at competitive price points without compromising on quality. Its short-order collection is guaranteed to bring sparkle to shop floors throughout the festive period, with showstopping satin A-line dresses sitting alongside sweeping waterfall ballgowns and dramatic silhouettes. Expect rich jewel tones, lustrous satins and head-turning details that channel timeless elegance with a modern twist.

Stockists can buy forward order or purchase current stock - making the range ideal for boutiques looking to capture the Christmas party rush with dresses guaranteed to excite younger shoppers. Wholesale prices start from £96, with a minimum order of 16 pieces – plus a free dress.

CONTACT: Tel: 01942 238 643 (option 2) E: sales@promfrocks.co.uk promfrocks.co.uk

26 | boutique. | SEPTEMBER 2025

PARTYWEAR

FEE G

Award-winning womenswear brand Fee G has created a dazzling short-order collection this season that's perfect for indies looking for standout Christmas partywear with timeless, premium appeal. Born in Dublin, the female-founded label is renowned for its colourful, feminine eventwear that fuses bold prints with flattering shapes and impeccable finishing. Each piece is designed in quality fabrics with an emphasis on cut and details, ensuring standout looks that will endure well beyond the festive season.

For AW25, its Christmas capsule channels vintage glamour with a modern twist, serving plush velvets, intricate embellishments and flattering silhouettes designed to make shoppers feel effortlessly chic. Key pieces include the contrast fabric Leah Dress (pictured) with pleated high neck, sheer sleeves and elasticated waist.

There's also the Phoebe Bow Dress with a statement bow and hand-beaded accents alongside the Italian lurex Maria Dress in a head-turning multi-coloured print. Completing the capsule, the Camilia Knot Shoulder Dress with adjustable straps delivers floor-length drama for evening occasions. Wholesale prices are around £80 per piece on average while the minimum order requirement is 50 pieces.

CONTACT: Tel: +353 1460 6035 E: fiona@fee-g.com fee-g.com

GODDIVA

British brand Goddiva supplies a large selection of affordable dresses and separates that are perfect for injecting glamour into any boutique edit. Designed in-house and available in UK sizes 6–26, its signature gowns and mix-and-match separates combine flattering shapes with luxe fabrics and contemporary details. This season’s highlights include jewel-tone maxi dresses with fluid draping, plush velvet midis, and statement sequin gowns and separates that exude party confidence. The Look Lab casual collection, meanwhile, brings extra versatility to the range, allowing shoppers to build multiple outfits from coordinated separates that transition seamlessly from day to night. This season also sees the introduction of the brand’s first ever footwear collection, mixing elegant heels and strappy sandals in festive finishes.

Hero pieces include a shimmering emerald green sequin maxi gown, a classic ruby red velvet midi with soft draping across the bodice, and The Look Lab Co-Ord Set featuring metallic silver wide-leg trousers with a matching satin blouse.

Wholesale prices range from £15-35 per piece on average while the minimum order requirement is £150.

CONTACT: Tel: 0208 597 2744 citygoddess.co.uk 28 | boutique. | SEPTEMBER 2025

STOCK UP

Fashion Extras

GEMMA WARD PICKS OUT THIS MONTH’S BEST FESTIVE GIFT IDEAS AND HOMEWARES

COLD SNAP

WONDERFUL CHRISTMAS TIME

STOCKING FILLER

Cruelty-free watch brand Votch designs sustainable timepieces with interchangeable straps, modern dials and vegan materials - all presented in eco-friendly gift boxes. £POA; E: info@votch.co.uk votch.co.uk/ pages/wholesale-and-distribution

Thoughtful and planet friendly, Wellicious’ zero waste scrunchies are made using left-over certified fabric from its sustainable activewear range - making them a considered gifting choice. £POA; wellicious.com

GOLDEN QUARTER

MERRY & BRIGHT

Woven in a classic shape, Blend’s 'Freezing' beanie hat features a tongue-in-cheek slogan across the front as a humorous nod to those longing for sunshine and warmer days. £POA; E: niol@dkcompany.com

XUXA’s slimline Jewellery Organiser pouch is crafted in metallic gold vegan leather with a sky-blue interior to keep extraspecial pieces safe. £POA; E: hello@xuxa.shop xuxa. shop/pages/wholesale

Perfect for Christmas gifting, Arran’s Jasmine, Cedar and Cassis Candle has a light festive fragrance that will bring some yuletide serenity to busy homes and shop floors. £POA; arran.com/pages/arran-wholesale

SMART GIFTING

CHECKING IT TWICE

PEACE ON EARTH

With a handy strap and mock croc finish, Pieces’ metallic green phone holder is perfect for accessorising festive outfits when shoppers only want to carry the essentials. £POA; E: amalie.skjerning@bestseller.com 30 | boutique. | SEPTEMBER 2025

Upgrade your Christmas shopping bag selection with Barbour’s classic tartan Telfield tote. Its robust design will keep everything safe from precious gifts to mince pies. £POA; E: sales@barbour.com

Ideal for Christmas gift edits, lifestyle brand Nkuku’s debut home fragrance collection features candles and diffusers in five elegant winter inspired scents. £POA; trade.nkuku. com/pages/b2b-registration

STOCK UP

WINTER SPICE

STARGAZING

CHRISTMAS COUNTDOWN

Handcrafted in South Oxfordshire using a clean-burning soy wax blend, Little Village Candle’s Spiced Harvest Rose Gold Tin will fill any space with the aroma of freshly roasted chestnuts, cinnamon and cloves. £POA; faire.com

The beauty of the night sky will never be far away with Luna Charles’ Seraphina Pearl Drop Earrings, featuring pave and opal stones alongside two large luminous drop pearls. £POA; E: wholesale@lunacharles.co.uk

Trend Tonic’s limited edition advent calendar features seven days of sustainable jewellery – including one pair of stainlesssteel hoop earrings and six sets of interchangeable paper charms. £POA; E: kerry@trendtonic.co.uk

NOT JUST FOR XMAS

WARMING STORY

COMFORT & JOY

Premium indie accessories brand XXIII creates high-quality leather handbags combining timeless design with elevated details.

Its classic tote is built to last in genuine pebble leather and suede. £POA; xxiii.uk/pages/contact

Available in a range of colours and designs, Malmö Home’s Match Pots are created by hand - meaning no two are the same. Each includes long safety matches and a striker on the base. £6.50 each; E: contact@malmohome.co.uk

Spun in a ribbed pattern from a lightweight blend of soft alpaca and responsible wool, Mos Mosh’s Lora mittens are the perfect Christmas gift idea for conscious and stylish shoppers. £POA; Tel: pl@mosmosh.com

STAR OF THE SHOW

I’M DREAMING OF…

TIME TO SPARKLE

Bring star quality to your homewares line-up with Chalk’s chic porcelain mug and spoon. Its festive emblem will work all-yearround for lasting sales potential. £POA; chalkuk.com

Mi Bolsa’s luxurious Cloud Bag is handcrafted in buttery-smooth leather by skilled artisans to bring a touch of luxury to everyday styling and boutique gift edits. £POA; E: dody@blackpr.co.uk

Reach for the stars this festive season with Amelia Scott’s Luna Moon and Star Huggies with shimmering faux pearls and lab grown cubic zirconia. £POA; E: hello@amelia-scott.com SEPTEMBER 2025 | boutique. | 31

Down to business

INSIGHT FOR FASHION INDIES

A RAYMOND PETRIK ON UNSPLASH

s retail analysts forecast an uncertain golden quarter, indies will need to ‘sleigh the competition’ to win over cashstrapped shoppers. From accessing funding to protecting margins, read on for expert strategies to kick-start a sparkling season…

CHRISTMAS PLANNING

SEPTEMBER 2025 | boutique. | 33

DOWN TO BUSINESS

Seasonal sweetner WHY ACCESSING FINANCE IN TIME FOR THE GOLDEN QUARTER COULD BE MORE THAN JUST CHRISTMAS MAKE-BELIEVE, SAYS ALLICA BANK'S GARETH ANDERSON

34 | boutique. | AUGUST 2025

DOWN TO BUSINESS

I

ndependent retailers are a cherished part of the British high street. And as the festive season approaches, shop windows will soon be aglow with fairy lights, party dresses and tree-worthy gifts. For many boutiques, Christmas represents the biggest sales opportunity of the year and a vital chance to end on a high after months of trading challenges.

But behind the sparkle, many boutique owners have been feeling the pinch this year. While June and July brought some encouraging signs, fragile consumer confidence, rising costs and inflation still loom large over the golden quarter. As ever, how shoppers will behave in the weeks ahead remains uncertain.

One of the frustrations I hear most often from retailers in my role as head of business management at Allica Bank is the difficulty in accessing finance. Many are ready to invest ahead of peak season, whether that means expanding their product range, upgrading e-commerce platforms, or creating magical in-store experiences. However, traditional lenders aren’t offering the same level of support they once did. And without that backing, the risk is that some boutiques will struggle to maximise their festive sales window.

FESTIVE FINANCE CHECKLIST

Feeling the grinch

Stock, equipment or property can strengthen your borrowing application.

Retailers’ frustrations around accessing finance point to a much bigger problem. Research from Allica Bank shows that the UK has some of the lowest business lending rates in the G7. In the last three decades, business loan rejection rates have risen from 5–10 per cent to around 40 per cent.

Naturally, this has discouraged businesses from applying at all. The proportion of established businesses seeking external finance has fallen from 65 per cent in 1990 to just 25 per cent in 2022–23. This has created a £65 billion business lending gap, with lending to retailers now estimated to be 23 per cent lower than it might have been if high-street banks had maintained historic support levels.

The result? Many businesses are shelving plans for growth, which in turn hampers productivity, employment and innovation in the retail sector.

Sleigh your strategy

But there are steps boutique retailers can take to boost their chances of securing finance, even in a tougher environment. Keeping business and financial records up to date helps lenders assess health and risk more easily. Having a clear, detailed business plan - showing exactly how funds will deliver returns - is crucial.

The best applications combine ambition with realism, backed by robust forecasts. They also look beyond the high street.

Gifts of opportunity

While Britain’s boutiques may struggle to borrow from traditional lenders, a new wave of challenger banks - such as Allica Bank, now responsible for around 60 per cent of lending to established businesses

SIX SMART MOVES TO BOOST YOUR BOUTIQUE’S BORROWING POWER THIS CHRISTMAS 1. Keep your records immaculate

Up-to-date accounts, cashflow statements and forecasts make lenders’ decisions easier.

2. Show your sparkle

Clearly demonstrate how funds will drive festive sales and long-term growth.

3. Break from tradition

Challenger banks, asset-based lending and alternative finance providers offer more flexible options than traditional lenders.

4. Plan for peak season

Include detailed timelines and marketing plans so lenders can see your investment in action.

5. Leverage your assets

6. Combine ambition with realism

Ambitious plans are good, but robust forecasts and clear ROI projections reassure lenders and improve chances of approval.

- is stepping in to fill the gap. They are in fact now responsible for around 60 per cent of lending to established businesses, and often take a more flexible, relationship-driven approach to assessing risk.

Traditional loans aren’t the only route, either. Many fashion retailers own assets - from stock to equipment or property - that can help unlock capital. Even if current sales are soft, these assets can prove underlying strength and secure borrowing for high-impact investments, from AI-powered stock systems to supply chain upgrades.

The finance landscape is more diverse than it once was, but with the right preparation, boutique retailers can still find the backing they need to invest in growth.

And with the Christmas period just weeks away, the stakes couldn’t be higher. The golden quarter isn’t simply about surviving, it’s about creating the kind of experience, offer and energy that will carry your business into the new year. With the right financial tools in place, boutiques can do more than weather the storm - they can make this festive season sparkle.

Gareth Anderson is head of business management at award-winning business banking firm Allica Bank; find out more via allica.bank.

SEPTEMBER 2025 | boutique. | 35

DOWN TO BUSINESS

Golden opportunity DON’T OVERLOOK THE POWER OF UNBRANDED JEWELLERY THIS CHRISTMAS. HERE CME JEWELLERY’S MORGAN LLOYD EXPLAINS WHY LOGO-FREE PIECES COULD BE THE HIDDEN GEMS THAT BOOST FESTIVE SALES - AND MARGINS – FOR WOMENSWEAR INDIES

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he festive season isn’t just a key selling period for retailer - it’s when the magic happens.

Merchandising sparkles, staff beam and every product in your shop works a little harder to earn its place to shine. And while the big-name brands will always have their fans, I believe some of the most powerful sales opportunities this Christmas could come from the often-overlooked part of your jewellery cabinet: the unbranded pieces.

I know what you’re thinking: unbranded? At Christmas? Isn’t this the time when shoppers look for something with a big-name bow on it? In my experience, not necessarily. At CME Jewellery, we’ve built our business around supplying high-quality, unbranded jewellery to the trade because we’ve seen first-hand how well it performs - especially during the gifting season.

When you sell unbranded jewellery, you’re not just selling a product - you’re selling your shop’s story.

You have complete control over pricing, presentation and curation. There’s no RRP to follow, no marketing campaign to fit into and no brand guidelines telling you how to merchandise. Instead, you can create your own Christmas edit - one that reflects your customers and their tastes, not someone else’s.

From minimal silver chains to children’s charm bracelets and ever-popular huggie hoops, unbranded jewellery can still be beautifully trend-led and design36 | boutique. | SEPTEMBER 2025

driven. Without the constraints of a big brand’s schedule, you can also respond quickly to microtrends, which is perfect for those last-minute festive buys when customers are hunting for something specific.

Then there’s the commercial advantage. Margins matter to retailers more than ever, and unbranded pieces allow you to achieve stronger mark-ups without pricing out your customers. You’re selling the sentiment, the style and the gift experience - not a name on the box.

And here’s the thing about Christmas shoppers in 2025: they’re buying with intention. They want meaningful gifts that feel personal, well-presented and attainable.

An unbranded collection allows you to step into the spotlight, with own-brand packaging, curated displays and storytelling that’s unique to you.

Of course, unbranded doesn’t mean going it alone.

At CME, we support our retailers with product photography, merchandising guidance and seasonal trend edits to help each piece shine. For us, it’s about partnership, not just product.

So, as you pull together your festive range, don’t dismiss the power of the unknown. The jewellery without a logo might just be the hidden gem that makes your Christmas sales sparkle.

Morgan Lloyd is content and digital marketing manager at accessories wholesaler CME Jewellery; cmejewellery.com

Shop talk

INDUSTRY OPINION

DESTINED FOR GREATNESS

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estled in Wolverhampton’s Tettenhall village, The Decorium had already won a loyal online customer following long before opening a physical store. Here owner and former fashion marketer Lucy Talbot recalls its journey from spare bedroom side hustle to much-loved local shop with an increasingly international following…

SEPTEMBER 2025 | boutique. | 39

SHOP TALK

A story to tell

IN JUST THREE YEARS, LUCY TALBOT HAS TURNED AN ONLINE SIDE HUSTLE INTO A MULTI-CHANNEL FASHION RETAIL DESTINATION. HERE SHE REVEALS HOW SHE’S GROWN THE DECORIUM FROM HER SPARE BEDROOM INTO A MUCH-LOVED VILLAGE BOUTIQUE PEOPLE TRAVEL MILES TO VISIT

B

y the time Lucy Talbot opened The Decorium in 2022, she had spent over a decade working on campaigns for some of the UK’s biggest fashion brands. But the former London fashion marketer wasn’t content with shaping other people’s visions - she wanted to create her own. “My career gave me an education in aesthetics, retail psychology and storytelling,” she says. “But I wanted to build something that was truly mine - where I could make all the decisions and take creative risks.”

Her first plan to go it alone was simple: launch a curated online store selling stylish, affordable fashion.

But it wasn’t as straightforward as she’d hoped. “Back in 2018, before the pandemic, most well-known suppliers wouldn’t let you stock their collections without a physical store,” Lucy explains. Undeterred, she scoured trade shows and handpicked white-label brands, blending her eye for trends with margin-conscious buying.

Running the site from her two-bedroom London flat while freelancing by day was demanding, and progress was initially steady rather than spectacular. But then

40 | boutique. | SEPTEMBER 2025

covid hit. “Online shopping really took off during the first lockdown and everything came together for the business at the right time,” she recalls. “Because of my background we were already thinking mobile-first, so we were ahead of the curve. That focus helped us scale faster than I could have imagined.”

By the end of the third lockdown in 2021, Lucy had built a loyal following and the confidence to take the brand offline. Pregnant and craving a different pace of life, she left London for Tettenhall - a leafy, affluent village in the City of Wolverhampton. “I wanted to bring curated fashion and editorial storytelling to a small community,” she says. “It felt like the perfect setting to create something special.”

SHOP TALK

It takes a village

Today The Decorium’s physical footprint is small - and its brand list is meticulously curated to match. Stocking around 10 core brands - including Y.A.S, FRNCH, Only, Selected Femme, Never Fully Dressed and Hope & Ivy - the indie offers stylish wardrobe updates with a point of difference. “It’s about choosing the right things, not everything,” Lucy says. Her buying is instinct-led but always profit-savvy: if she’s “obsessed” with a piece and the price is right, it goes in.

From the start, the indie owner has sought to combine nostalgic department-store service with the pace and polish of modern retail. “We use editorial content to tell style stories, both online and in-store,” she explains.

“And everything is curated with an independent point of view - from our brand mix to the candles we burn.”

This approach extends seamlessly into marketing. The Decorium’s Instagram account - boasting over 20,000 followers - is styled like a glossy magazine. “Social media isn’t just a sales tool,” Lucy says. “It’s a way to express our personality. I spend hours every week creating content, from reels to responding to DMs.” Styling videos, try-ons and behind-the-scenes reels perform particularly well. “A buying trip reel with a voice over usually captures the attention of our followers,” she adds. “Personal stories and genuine moments of inspiration tend to resonate most.”

Getting the gloss

Naturally, the retailer’s marketing emails mirror this editorial feel. Recent campaigns include Wimbledoninspired “what to wear” guides, offering polished styling ideas with seamless product placement. On the

e-commerce site, magazine-like features such as trend edits, travel inspiration and founder interviews are also thoughtfully positioned on the homepage to provide both inspiration and entertainment.

For Lucy, it’s all about building loyalty rather than chasing one-off purchases. “We have a high repeat customer rate,” she says. “People come for the product, but they return because of how the experience makes them feel.”

Digital strategy runs through every part of The Decorium. From day one, Lucy captured customer data online and in-store, emailing receipts instead of printing them. “Some shoppers hesitate, but most understand they can unsubscribe at any time,” she notes. Upgrading from Shopify to Klaviyo has helped boost sales further, with automated welcome emails, abandoned cart flows and segmented campaigns now driving repeat purchases. For a boutique of its size, this blend of editorial storytelling and smart tech gives the indie a competitive edge normally reserved for much larger retailers.

Channel hopping

Today, around 60 per cent of The Decorium’s revenue comes from the physical store versus 40 per cent online. Lucy sees both as symbiotic. “Online drives discovery while in-store deepens loyalty,” she explains.

Every digital order is picked, packed and shipped from the shop floor, delivering the same level of personal experience as possible as an in-store visit.

The indie’s tight-knit team of three - Lucy plus two part-timers - handles everything from customer service to fulfilment. “It’s all very hands-on, but that’s the magic of being small,” she says. Running a boutique requires SEPTEMBER 2025 | boutique. | 41

EYEBROW SHOP TALK

stamina, a challenge that was further amplified by new motherhood: Lucy’s daughter was just six months when The Decorium first opened - and only 12 weeks when she signed the lease. “It was a constant juggle,” she says. “But it taught me to stay agile, trust my instincts and focus on the long game.”

Agility, she believes, is an independent’s competitive advantage.

“Big brands can’t move quickly but we can. That’s our superpower.”

It’s this kind of nimbleness that enabled Lucy to jump on an opportunity to create her own exclusive fragrance, Sloane Le Soir. The scent, inspired by her childhood summers in the South of France, was developed in collaboration with a Dubai-based perfumer the indie owner met at a networking event. Since launch, it has built a loyal following - strong enough for Lucy to explore wholesale distribution. “As independents, we can seize these opportunities and run with them,” she says.

Big ambitions

Looking ahead, Lucy is focused on strengthening e-commerce, with investment in paid social, more sophisticated email flows and a loyalty scheme that bridges online and offline. International expansion - particularly in Australia and the US - is also in sight.

Longer term, she envisions The Decorium evolving into a lifestyle platform that fuses content with commerce. That could mean opening a second boutique, or scaling into a flagship with space for fragrance, gifting and events. “Whatever direction it takes, the goal is the same: to create a destination - online and in-store - that feels stylish, considered and a little addictive, in the best possible way.”

For independents watching closely, The Decorium’s story offers a compelling lesson: strategic curation, digital expertise and consistent storytelling can rival even the largest fashion retailers.

Lucy Talbot has turned a spare-bedroom experiment into a boutique with national reach and a growing international profile.

Looking ahead, the challenge - and opportunity - lies in scaling thoughtfully, expanding in-store and online while keeping the distinctive personality and intimate experience that has so far made it a success.

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STOCK UP

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enowned for its specialist lingerie and swimwear, Anita Since 1886 is trusted by independent stockists thanks to its topquality fabrics, expert workmanship and flawless fit. The brand’s signature style blends functionality with contemporary design, ensuring maximum comfort without compromising on aesthetics.

This season, Anita’s Essential Lace Collection offers a simplified, boutiquefriendly approach to lingerie. With sizing spread across just six core options, stockists can provide a flattering fit for a wide range of customers without overcomplicating inventory. The collection includes wire-free bralettes with moulded cups, removable foam pads and breathable perforated fabric for a gentle smoothing effect under fitted tops. Each piece is fully lined, seamless and feels like a second skin, combining modern support with luxury comfort. Hero pieces include the Essentials Lace Bralette (style 5400), available in eight versatile colours, and the Essentials Lace Brief (style 1304), which complements the bralette in matching shades. Wholesale prices start at £9.78 per piece.

CONTACT: Tel: 01908 524 048 anita.com

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SEPTEMBER 2025 | boutique. | 43

SHOP TALK JONNY GIOS ON UNSPLASH

“Christmas shopping began much earlier last year than before”

I

BIRA CEO ANDREW GOODACRE URGES RETAILERS TO MAKE THEIR CHRISTMAS LISTS EARLY THIS YEAR - AND CHECK THEM TWICE

’ve just been reading that 2025 is set to be the hottest - and one of the driest - summers on record. Even as I write this, the sun is still shining, and the promised rain is yet to arrive.

But my thoughts are already turning to a very different season: autumn, the golden quarter, and Christmas. From a government policy perspective, we’ll soon be hearing the Autumn Budget when we’ll learn more about business rates, the national living wage, taxation and other key issues. Bira is working hard to secure the best possible outcome for independent retailers. But from a trade point of view, our focus is also on helping retailers make the most of this crucial trading period.

Thinking about the festive season while summer is still in full swing isn’t unusual for me. When I worked in hospitality, we began planning Christmas menus and events as early as January. For such a vital part of the year, advance preparation was essential. The same principle applies to running a shop.

The golden quarter remains the single biggest trading period for many retailers. Selling opportunities abound between Halloween and Christmas. But it’s also the most competitive season, with every business working hard to capture customers’ attention. Sales seem to launch earlier each year. Discounts grow more aggressive. And shoppers are starting sooner than ever.

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Customer behaviours are clearly shifting. Research shows that half of all shoppers began Christmas shopping much earlier last year than before. Reasons vary, from a fear of missing out to chasing discounts, avoiding the rush and spreading costs. The last factor in particular has been fuelled by the cost-of-living crisis and is becoming increasingly prevalent.

With consumers changing their habits, retailers must adapt. I’m often told that people object to shops pushing Christmas too early. I’m not suggesting playing carols in October, but there’s a strong case for beginning Christmas marketing gently and increasing it as December nears. The key is understanding your audience and recognising that festive marketing isn’t about one channel alone. It should be multi-faceted, combining online and offline strategies.

High-quality creative content is vital. Whether it’s festive-themed social media posts, striking print ads, or a heart-warming video campaign, standout content takes time to develop. Rushing only leads to results that fade into the noise. I remember speaking to an awardwinning retailer who sets out to create her own version of the John Lewis Christmas advert each year - an annual event her customers actually look forward to.

Ultimately, each retailer must decide what approach works best for them. But my advice is to start planning now, not later. You can be sure your larger competitors - both in-store and online - are already doing so.

BRAND PROFILE

Enduring elegance

CARLA RUIZ HAS BEEN AT THE FOREFRONT OF MODERN EVENT DRESSING FOR ALMOST TWO DECADES. HERE DESIGNER ROCIO RUIZ TALKS AGILITY, COLLABORATION AND INSTILLING CONFIDENCE IN CUSTOMERS IN MORE WAYS THAN ONE

S

ince its launch in 2007, Carla Ruiz has established itself as one of Spain’s most successful occasionwear labels loved by global retailers and shoppers alike. Behind the 18-year-old brand is designer Rocio Ruiz, who founded the label with brother, Arggido SL, and their parents. Her vision from the start has been to create enduring pieces that celebrate femininity, elegance and sophistication. And while the collection has evolved over the years, it has never deviated from that philosophy: “We've incorporated new materials, experimented with colour and adapted to global trends," she says.

“Our approach has also become more inclusive, offering a wider range of styles that cater to different body types and personalities.

However, we've always maintained the brand’s core identity,” Rocio draws inspiration from many places for her designs. Nature and its ever-changing landscapes has been a consistent muse while art and architecture – particularly from the classical and Renaissance periods – offer never-ending inspiration.

International travel, meanwhile, brings fresh perspectives - whether through textiles, colours or storytelling traditions. “Each season

has its own narrative,” she says. “The vibrant colours and silhouettes we use are always about making women feel powerful and radiant.”

Based in Málaga, the Carla Ruiz brand is steeped in Spanish heritage with the city’s sunlit landscape, diverse architecture and vibrant culture also inspiring its pieces: “The Mediterranean spirit shapes our collections, ensuring each piece embodies both the romance of the region and a modern, global sensibility,” says Rocio.

It’s a formula that resonates far beyond Spain. Today, Carla Ruiz is stocked by boutiques in more than 35 countries, a feat Rocio credits to the loyalty and expertise of independent retailers. “They’re absolutely essential to our success,” she says. “Independents connect with customers on a personal level in a way big chains cannot. They understand their markets intimately and help us adapt. Many have been with us from the very beginning, and their support has been fundamental to our success.”

Trade shows play a pivotal role in maintaining this close relationship, both showcasing the brand and gathering valuable feedback. In the UK, the Joanna Edwards Agency is a vital partner, offering market insights and connecting the label

CONTACT: Tel: 07512 550 346 joannaedwardsagency.co.uk 46 | boutique. | SEPTEMBER 2025

with the right boutiques. “The team’s deep understanding helps ensure our collections resonate with British customers,” Rocio says.

“They also offer strategic guidance, identifying key boutiques and organising promotional events that elevate our visibility. Their expertise ensures the collection remains relevant, helping to build strong relationships with stockists.”

As a designer who grew up immersed in fashion, Rocio has learned important lessons about building a successful brand: “Staying true to your vision is vital,” she says. “But you also need to embrace change and collaboration with customers. This combination has been key to growing the brand.”

Looking ahead, agility remains central to Carla Ruiz’s strategy.

The brand has embraced digital acceleration to strengthen its online presence and social media reach while tracking consumer behaviour.

It also supports its global network of stockists by sharing striking imagery from its renowned seasonal photoshoots, which remain a key driver for sales.

For fashion indies, Carla Ruiz represents more than beautiful occasionwear. It’s a label with strong heritage, passion and a vision that continues to shine on a global stage.

The UK’s Leading Womenswear Event Returns

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HQ: Ibex House, Ferrofields, Brixworth, Northampton NN6 9UA T: 01604 881 097 E: sales@euroleathers.com W: www.euroleathers.com FROM MY MOTHERS GARDEN Contact name Penny Callaghan T: 07825 148040 / 01308 426517 E: info@frommymothersgarden.co.uk W: www.frommymothersgarden.co.uk LIZ D’ESTERRE FASHION AGENCY Brands: Lola Casademunt, Dolcezza,Tuzzi Contact: Tel: 07956 216801 Email: lizdesterre@yahoo.co.uk W: www.lizdesterrefashionagency.com SCREAM PRETTY Company name - Lily Charmed Ltd Brand names - Scream Pretty Contact name - Lucy Lee T: 01753 424160 E: trade@screampretty.com W: tradescreampretty.com / screampretty.com

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48 | boutique. | SEPTEMBER 2025

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

EVENTS AND EXHIBITIONS BOUTIQUE STAR AWARDS Organiser : Boutique Professional Media Ltd T: Tel 01795 515288 E: Julie@bpmedialtd.co.uk FOOTWEAR TODAY LIVE National Conference Centre Birmingham February 1st & 2nd 2026 Charlotte Steadman – csteadman@datateam.co.uk 01622 699142 www.footwearstockrooms.co.uk HARROGATE FASHION WEEK Harrogate Convention Centre W: harrogatefashionweek.com T: +44 (0)1423 623 701 / 07551329675 E: georgia@harrogatefashionweek.com Show Dates : 1-3 February 2026, 2-4 August 2026 HOME AND GIFT Harrogate Convention Centre Organiser: Clarion Events W: homeandgift.co.uk Show Dates : 20-23 July 2025

INDX WOMAN Cranmore Park, Solihull W: www.indxshows.co.uk/indxfashion/womenswear/womenswear Show Dates : 25-27 Jan 2026 INDX NATIONAL INTIMATE APPAREL SHOW W: www.indxshows.co.uk/shows/ intimate-apparel Show Dates : 8-10 February 2026 MESSE FRANKFURT FRANCE Texworld Evolution Paris Paris Porte de Versailles, Hall 7 E: visitorservice@france. messefrankfurt.com Show Dates: 15-17 September 2025 MODA/ AUTUMN AND SPRING FAIR Organiser: Hyve Group Website: www.moda-uk.co.uk Show Dates : 2-5 September 2025 SCOOP Uncover the exceptional Organiser: Hyve Ltd Website: scoop-international.com Show Dates: 8-10 February 2026 -Olympia West TOP DRAWER Olympia – London Organiser: Clarion Events W: topdrawer.co.uk Show Dates: 14 - 16 September 2025

FOOTWEAR CAPRICE SHOES T: 07734 247 669 E: Capriceshoes@gmail.com W: www.capriceshoes.co.uk Facebook: /capriceshoes

BUYER'S GUIDE WOMENSWEAR ADINi Relaxed fit styles that lend with timeless elegance 891 Great West Road, Isleworth, Middlesex, TW7 5PD T: 0208 560 2323 E: Sales-support@adinilondon.co.uk AMANDA KNIGHTS FASHION AGENCIES Brands:- Allison, Bariloche & Tinta, Danwear, Doris Streich, Ora 338 East Lancashire Road, Swinton, Manchester M27 0LJ 0161 236 4455 07801 979 682 sales@knightsfashion.co.uk www.knightsfashionagency.co.uk ANTHONY PACKER Brands: Amber Moon Ewa I Walla - Grizas - Luukaa Vetono - Neirami - Opificio Neirami - Privatsachen - Modula Yellow Label Contact anthomypacker@me.com Tel +44 07525059100 CAROL C COLLECTIONS Brands : Foil, Orientique, Escape by OQ, Tirelli, Tara Vao, See Saw, One Summer, Betty Basics, Brave + True Contact : Carol ,Andrew and Lisa T: 0800 6129009 E: info@carolccollections W: www.carolccollections.com CITY GODDESS/GODDIVA/ GODDIVA PLUS T: 0044 208 597 2744 E: sales@citygoddess.co.uk W: www.citygoddess.co.uk DIANE SYKES FASHION Brands: Gustav , Wyhci, Fee G A.Poli T: 07906 070 081 E: diane@dianesykesfashion.com W: dianesykesfashion.com

DOUBLE H AGENCY Brands: Eden Park , St James, Expression Contact: Marc Querol Linkedin - Facebook - Twitter Instagram W: www.doublehagency.com T: 07539228041 GODSKE GROUP Brands: Robell, Tia, Noen, Gomaye, I’cona, Sunday, Fransden, Habella, Normann, Molly Jo, Go Maye, Godske T: 0207 636 3063 E: pug@godske.com W: www.godske.com LILY & ME Amari Designs Ltd, Unit 15, Gabwell Business Park, Quadrant Distribution Centre, Hardwicke, Gloucester, GL2 2JH T: 01452207766 E: enquiries@lilyandmeclothing.com info@lilyandmeclothing.com W: www.lilyandmeclothing.com LIZ D’ESTERRE FASHION AGENCY Brands: Lola Casademunt, Dolcezza,Tricotto, Tuzzi Contact: Tel: 07956 216801 Email: lizdesterre@yahoo.co.uk W: www.lizdesterrefashionagency.com MORRIS FYFE AGENCY The Morris Fyfe Agency Z1-6/7/8, The Old Truman Brewery 91 Brick Lane London, E1 6QL Contact Details: Daniel: +44 (0) 7970 146269 Emily: +44 (0) 7790 995854 Emma: +44 (0) 7956 802365 Ife: +44 (0) 7983 868211 E: info@morrisfyfe.co.uk

PARTNERS IN FASHION (2019) LTD Brands: B Three, Bariloche, CC Luke Frank Walder, Marie Mero, Micha Tinta, Toni, Relaxed by Tone, VLT by Valentina 35 Percy Street London W1T 2DQ Contact: Cathy Vandeputte T: 020 7636 4207 E: cathy.vandeputte@ partnersinfashion.co.uk W: www.partnersinfashion.com POMODORO Contact: Noreen and Hemant E: info@pomodoroclothing.com W: pomodoroclothing.com T: 0208 961 4000 SALLY DAWES AGENCY Brands: Estheme Cashmere , Maud and Sacha . Rialto 48 T: 0776 997 03 87 E: sally@sallydawes.com W: www.sallydawes.com TATE FASHIONS Brands: Lizabella, I.nco, Ella Boo, Bella Premium & Gracie B E: tatefashions@hotmail.com T: 07712398549 01132459064 TOR FASHION Brands: Frank Lyman, Sonia Peña, Allison, Nikki Jones, One Summer, Orientique, Brave & True, Cream Clothing, Coco Y Club, Orly T: 07855 481651 E: info@torfashion.co.uk W: www.torfashion.co.uk Instagram: torfashionltd YACCO MARICARD No. 12, The Ivories, 6-18 Northampton Street, London, N1 2HY Pauline Sawyer Wholesale Manager T: 07813 402 941 W: yaccomaricard.london instagram.com/yaccomaricard

SEPTEMBER 2025 | boutique. | 49

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