BEAUTY AND THE BLEWCOAT
By Ian Stuart on June 16, 2017 in Ian's World
I feel inspired when I visit my flagship London store, The Blewcoat – mainly because of the women I meet there – but also because the exterior is a living work of art created by Danish florist, Jens Jakobsen.
Jens is a trailblazer in the field of floral construction and has worked on my catwalk shows and photo shoots for many years. I can come up with any theme and he instinctively understands the vision and builds on it to create a stunning backdrop to my gowns.
The Blewcoat is a beautiful National Trust building made all the more exquisite by Jens’ living and breathing, outside installations. The flowers constantly evolve with the seasons, reflecting my latest collections and events in the year, such as Valentines Day.
Jens describes it as creating a fairytale as the perfect overture for what is coming next as you enter the store. This all fits with my dream of an unforgettable shopping experience for visitors to The Blewcoat.
Since these incredible floral creations adorn my place of work, it won’t surprise you to hear that my latest bridal collection is called ‘Le Jardin’. The dresses are undeniably whimsical with lots of pretty meadow flowers and butterflies – very different to some of my edgier, sassy designs. The collection will be available in boutiques from October so more on that nearer the time.
Back to The Blewcoat and why it inspires me…..the store has been open for three years now but still feels new and exciting because it enables me to spend time with the women I am designing for. Interacting with them and hearing their stories helps me to understand what they want from my designs and has taught me a lot about body shapes and how they can change.
I love it that my clients are so open about what they like and dislike about themselves. They tell me what they want to cover up and what they want to show off. All my dresses are made to order which means they are customised to the individual. Clients get EXACTLY what they need to feel incredible in my designs (which of course, is why they keep coming back!)
I wasn’t able to engage with women so directly before we opened The Blewcoat and I think my designs have become more wearable as a result.
Shopping at The Blewcoat is by appointment in order to guarantee a truly personalised service, although drop in visitors are always very welcome too. Seeing it for yourself will help you understand why, three years on, I am still buzzing about The Blewcoat and the opportunities that have come with it.