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Notsobig Q&A with Jane Wiles - Best independent children's fashion boutique 2014 - WINNER

We meet the owner behind the 2014 Junior Design Award-winning entry

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What is your name and job title?

Jane Wiles, Founder, Buyer & Director

Why is it important to still have independent fashion boutiques?

Independent boutiques stock different type of labels than department stores, a personally selected range of collections specific to the boutique. The experience of shopping in one of these stores offers a more personal shopping experience all-round, we know our customers well and pride ourselves on being able to pick out what they are be looking for.

What did you love to wear as a child?

I loved wearing coats and hats, my sister was 18 months younger and my mother always bought our matching coats from Harrods every year, Forty five years ago, there wasn’t the selection that there is today. I remember people stopping us and saying how lovely we looked.

What’s so great about children’s fashion?

There is so much choice today; there is something for everyone whether you are interested in designer, high street or new unique labels.

So many emerging brands we introduce to our boutique celebrate our ethos that children should be children for as long as possible and that their clothes should reflect their personality and joie de vivre whilst being stylish, comfortable and fun to wear.

What are the highlights of your Autumn/Winter 2014 collections?

This year we’ve introduced a real variety of exciting new designers.

A personal highlight is discovering the exquisite tailoring of Japanese designer East End Highlanders and being their first stockist for their debut boys collection. Young Soles, Finger in the Nose, Wolf & Rita and Emile Et Ida for their stylish designs and unique prints.

For babies, we adore new collections from Piupia, Belle Enfant and Tocoto Vintage because they offer fun and gorgeous fabrics, which are comfortable for newborns.

Always a highlight of Autumn/Winter is our iconic Woolrich parkas, which are our bestsellers.

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

It is crucial to keep up with fashion trends, as you need to stay ahead of the game. There is so much competition; we have to bring out the very best and unique collections, and stay one step ahead. From the beginning, this has been a huge part of our boutique, visiting countries all over the world to source eclectic and fun children’s fashion to bring together a curated selection in one small place.


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