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Daisy & Jack Q&A - Best independent children's fashion boutique - HIGHLY COMMENDED

We meet the owner behind the 2014 Junior Design Award highly commended entry

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What is your name and job title?

Natalie Davies, Company Director

What did you love to wear as a child?

Funky stand out from the crowd items. I had a necklace of over sized dice and snakeskin white cowboy boots and thought I was “Super cool” HA!

What’s so great about children’s fashion?

It is great that Children can have fun with clothes and don’t have the inhibitions we have as adults. A child can experiment with colour, texture and layers. I love to create fun and practical outfit choices for day and put together capsule wardrobes for my customers with a party outfit, formal outfit and a more casual look.

What are the highlights of your autumn winter 2014 collections?

For me, it is definitely our rich beautiful tartans and top to toe sequin dresses from I Love Gorgeous, perfect for the festive season ahead! Also our clashing prints and funky winter warmers  from Scotch Shurnk and R'belle that can be mixed and matched to create a unique and stylish capsule wardrobe.

How important is it to keep up with changing fashion trends?

I believe it is incredibly important to keep up with changing fashion trends, as more than ever we are influenced by our peers and their fashion tastes. I think this has changed over the past few years- before we would seek trend advice from experts in magazines but now I think we value the opinion of our friends more. Our customers are incredibly style savvy and love following the trends they have seen on friends and in the media and at Daisy and Jacks we assume the role of their personal stylist and friend. We like to always put the Daisy and Jack twist on an outfit that will turn our customers from trend followers into trend leaders.

Why do you think parents are increasingly more interested in what their children are wearing? 

I think parents love being able having fun with fashion through their children. Fashion for adults is much more restricted but fashion for children is all about playing around with different styles, mix and matching and being as funky as you like! However, I also believe children themselves are taking an increasing interest in what they wear and what they like. As a result of the internet, this generation have much more independence when it comes to shopping. Now they can browse beforehand themselves before they enter a shop with their parents. They have a better understanding as to what is cool and trendy and as a subsequence have taken more control when it comes to their fashion decisions.

How do you select what to sell in your boutique?

My lightbulb moment came for Daisy and Jacks through my own shopping frustrations - I wanted children's fashion that was trendy, unique and practical.

When I buy for Daisy and Jack's I always ask myself do I love it? Will they love it? Is it versatile? Is the price right? Throughout the year we listen to our customers, we ask what their favourite brand is at the moment and try and source some amazing pieces that will fit in with the Daisy and Jack aesthetic.

Why is it important to still have independent fashion boutiques?

I believe that independent boutiques need to be viewed as an experience and not just a shop. The high-street chains can offer us trends at a low cost but they cannot offer us a tailor made service. With every customer that comes into our store, we like to get to know them and their tastes that way we can really help them discover what they are looking for and their sense of style. Increasingly we are seeing trends in customised services as a backlash to the fast fashion movement- it is important to still have independent fashion boutiques in order to meet this demand.

Why did you enter the Junior Design Awards?

The Junior Design Awards are a fantastic opportunity for us to showcase who we are and why we are so different. Also, we have an incredibly exciting time ahead with the opening of our pop up store in Cardiff- we would love the chance to share our amazing journey so far and really prove that as an independent business we can compete with the high street chains.

What do you predict for the future of children’s fashion? 

I believe the demand for a customised, individual experience will grow and not just from parents but from the children too. I think children will want to become increasingly involved in the shopping process. Innovations in technology such as virtual fitting rooms are certainly going to be something we will see in the near future as customers begin to bridge the gap between online and offline shopping. I believe creating a unique instore experience is the key to a successful bricks and mortar store in the future.


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