If you found time to read our May blog, you’ll know that our founder Jo grew up immersed in women’s fashion. Her mum owned a fashion boutique and Jo was there every day after school, keen to see customers trying on the latest new clothes and finding their personal style. That love of elegant, timeless fashion and helping women find their personal style led to Jo founding Etton Taylor. The brand has thrived at shopping fairs and other face-to-face shopping events, and that personal interaction remains Jo’s favourite part of her work.

That’s why she was over the moon to be invited to open a boutique at The Deer Park, a destination farm shop and restaurant in the Staffordshire countryside. Jo has had a pop-up Etton Taylor shop there in the past, but this new iteration is a permanent boutique that’s open from Wednesday to Saturday, every single week. Jo’s been busy preparing for months, making sure that she has plenty of both the new spring/summer collection in stock as well as our best sellers and firm customer favourites. With the help of her son Harry and some local friends, Jo was all ready for the grand opening. A select number of VIPs were invited for a VIP preview evening on Friday the 7th of June before the shop opened to the public the next morning. Fizz, shopping and canapes – it was the perfect Friday evening!

The opening day was a huge success, with lots of customers stepping through the door and into a slice of retail heaven. Jo’s feet didn’t hit the ground all day long, and Etton Taylor has lots of new followers and fans! So, if you fancy a spot of retail therapy, you can combine it with lunch or coffee and a good browse of the farm shop and other brands at The Deer Park.

The new boutique is also the perfect location for Jo’s personal styling appointments. If you feel like you’ve lost your mojo when it comes to fashion, you dread choosing outfits for smarter events or you’d just like to learn how to dress for your body shape, make sure you book a personal styling appointment with Jo. She’s got the most wonderful eye for style, and the Deer Park boutique is a great environment to properly delve into the clothes that will suit you best.

If you’re planning a visit, here are all the details you need to know! You can find Etton Taylor upstairs at The Deer Park which is located on Maker Lane, Hoar Cross, Burton-on-Trent - postcode DE13 8QR. The Etton Taylor shop will be open Wednesday to Saturday from 10:00am to 4:00pm. We know Jo and the team are on such a high after the opening and can’t wait to see lots of friendly faces and meet brand-new customers too! If you’d like a sneak preview of what you’ll find in store, check out our new in page here.

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