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In the latest episode of the Retail Insights podcast, host Felicity Harris sits down with Deryane Tadd, founder of award-winning boutique The Dressing Room in St Albans, to explore a remarkable story of determination, creativity, and comeback.
From leaving school at 16 to building one of the UK’s most respected independent fashion retailers, Deryane’s journey is proof that passion and persistence can turn challenges into opportunities. She shares how The Dressing Room evolved from a single boutique in St Albans into a thriving brand, blending both in-store and online retail.
In this candid conversation, Deryane discusses the importance of trusting your instincts, staying close to your customers, and keeping your brand story authentic. She also opens up about how she rebuilt her business after a devastating cyber-attack that almost brought everything to a halt, and how the experience reshaped her approach to leadership and resilience.
The key learnings?
- Know your vision and stay determined. Be crystal clear about what your brand stands for, and what you want your customers to feel when they walk through your door. Step into their shoes and ensure every detail of the experience reflects that.
- Think big, even as an independent. Run your business with the mindset and professionalism of a larger brand, ambition and structure are what can set great independents apart.
- Growth doesn’t necessarily mean more stores. Expanding isn’t just about adding locations; sometimes, focusing on making your existing store the destination delivers the biggest impact.
- Your website is your second storefront. A strong online presence extends your reach and can be just as powerful as a physical space, invest in it wisely.
- Organisation is everything. A well-structured stockroom is the foundation for running both in-store and online operations seamlessly.
- Get expert support. Don’t be afraid to seek help to keep your website healthy, secure, and performing at its best, prevention is far cheaper and easier than recovery.
- Own your own story. Your independence is your greatest strength. Be proud of it and share the story behind your brand, that’s what builds genuine connection and loyalty.
- Futureproof your business. Pay attention to younger audiences and emerging trends to ensure your brand continues to evolve with your customers.
Tune in to hear Deryane’s full story on the Retail Insights podcast, available now on all your favourite streaming platforms, and explore The Dressing Room’s new arrivals for a closer look at the brand redefining independent fashion.
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