Behind the Scenes: Follow Deryane to Pure London

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Throughout the year Deryane will visit hundreds of showrooms to select her buys for the store; you might spot her dashing from one end of London to another, fuelled by cups of tea (and the occasional biscuit) along the way! In addition to showroom appointments, a key event in Deryane’s buying diary is Pure London trade show which she visits twice a year on the hunt for more gorgeous pieces to make their way to The Dressing Room.


This year was an even bigger occasion than normal, because Deryane was invited to speak in conversation with Bira about ‘Strength in Numbers’ and her experience running an Independent boutique. Both Becky and Elle live streamed the talk and took photos of the entire day to give you a little behind the scenes insight of Deryane’s busy schedule, and a little sneak peek of what’s coming soon!


Talk over, Deryane and the girls went on the hunt for new stock. Visiting existing brands including Cocoa Cashmere, Bl^nk, Bell & Fox and Becksondergaard (there are some seriously gorgeous pieces from all of these brands on the way, just you wait!) as well as spotting new gems to look forward to introducing to our collections.


After a quick break for lunch, the next big event was a Keynote from Vogue’s Editor in Chief, Alexandra Shulman, who gave a warm and uplifting speech about the future of retail and independents. Something that stuck with us from her talk was her mention of having the confidence to experiment with all different levels of fashion. It’s about mixing luxury pieces with your basics, and finding those unique under-the-radar brands that have something special about them, which is what is so fantastic about Independents and their hand-picked brand mix. From laidback Scandi style to sleek Parisian dressing, we’ve got brands from all over the world to ensure your wardrobe is full of special gems.


To round the day off we were invited to a drinks reception with Alexandra Shulman, where she and Deryane were introduced, talking all things fashion, Independent retail, and The Dressing Room! Each of us is now lucky to have a signed copy of Alexandra Shulman’s Book, Inside Vogue, which we’re very excited about! It was also lovely to catch up with Helen of Coco Mama Style, talking all things style, holidays and plotting exciting projects coming up soon! A brilliant way to finish the day before making our way back to St. Albans while already anticipating all the stunning new pieces that are soon to arrive! Keep your eyes peeled for even more gorgeousness coming soon……