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Rachel Riley Q&A - Best independent children's fashion boutique 2014 - HIGHLY COMMENDED

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




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Rachel Riley, Managing Director

What are the highlights of your autumn winter 2014 collection?

The boucle swing coats, very fifties in styling, but modern at the same time, the damask party dresses, and of course our ‘Heritage’ collection that has now become part of our permanent baby collection, including the iconic Sailboat Smocked Dungarees.

How do you select what to sell in your boutique?

We sell our whole collection, which is about 250 different styles, for baby boy, baby girl, boys, girls and some matching ladies pieces, including dresses, knitwear, outerwear, separates, pyjamas accessories and party shoes. We make sure that we have ‘outfits’ and many of our customers buy the dress, tights, matching cardigan and coat that go together!

Why is it important to still have independent fashion boutiques?

Many of our high streets are mainly chain stores, but it is fun to have individual and original shops, and I am always touched when our customers tell us that they like to support our business because we are an independent company, with personal service and attention to detail.

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