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NotSoBig Q&A with Jane Wiles - Best online children's fashion retailer 2014 - HIGHLY COMMENDED

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




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What is your name and job title?

Jane Wiles, Founder, Buyer & Director

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

Parents get immense pleasure from seeing their children looking and feeling good in their clothes and like to be kept up to date with fashion and trends for themselves as well as their children. Celebrities such as the Jolie-Pitt family are often seen out wearing gorgeous clothing. Vivienne was spotted wearing our popular Pale Cloud Olivia blazer.

How do you select what to sell in your boutique?

We are always looking for emerging new talent and try to find unique labels that are not sold in department stores. Our customers are looking for pieces, which are a refreshing alternative to heavily branded clothing. We believe that the clothing should speak for itself.

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.

Why did you enter the Junior Design Awards?

In a city where chain stores are rapidly growing, a prestige award for recognition of independent boutiques is wonderful. We would be proud and delighted to be recognised by the Junior Design Awards.

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

Customers come into our boutique and say that they would love to have the clothes in their sizes. This is how children’s fashion is moving forward, mini versions of what parents like to wear.

More and more ladies and menswear designers are now introducing collection for children. We love Little Remix Kids, which we will have for S/S 2015. Fabrics are natural and soft, easy to wear with gorgeous leather jackets.  Our sizes now go up to age16 years because of the high demand for larger sizes.

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