Every brand has its own personality, and at Etton Taylor, that personality starts with our owner Faye Archer. This month, Faye is taking over the blog to share the thinking behind the boutique she is building, why she wanted to create something different and how that vision shapes everything from the collections you'll find on the website to the experience of shopping with us. So, without further ado, let’s hand it over to Faye!
When I took over Etton Taylor, I knew one thing from the very beginning - I didn't want it to become just another clothing boutique. There are so many places to buy clothes these days, whether that's online or on the high street, and while there's certainly nothing wrong with that, I wanted Etton Taylor to feel different. I wanted it to be somewhere women could come to find inspiration, their very own style and clothes that make them feel amazing.
I've always believed that picking out garments and building outfits should be enjoyable. It should make you feel like the very best version of yourself, not just clearing a low bar of ‘good enough’ or ‘fits me so it’s ok’. I want to help women find the styles and cuts they love, maybe try a colour pattern they wouldn’t usually and fall in love with their look. Plus, I don’t think our wardrobes should be split into different worlds. If you can find garments that you adore and that work in different seasons and social occasions, even better!
That's why I've loved introducing brands and collections that bring together country style and modern fashion. I don't want us to just follow along with whatever happens to be trending that season. Instead, I'm always looking for pieces with a little personality! Something with an unexpected colour, an interesting detail or a fresh take on a classic style. Clothes that feel current but won't look dated in six months' time.
One of the nicest compliments I've had recently is that people love how often the boutique changes. Every season brings something new to discover, new colours, new textures and new ideas. But alongside those fresh arrivals, you'll still find the pieces that become wardrobe favourites year after year because they're so easy to wear.
Wearability is something I think about a lot. Of course I want our collections to look beautiful, but I also want them to work in real life. I want women to reach for their favourite jacket because it fits perfectly and has pockets that are actually useful. I want knitwear that's as lovely with jeans as it is layered over a dress. I want investment pieces that really earn their place in your wardrobe rather than being worn once, forgotten and then chucked in the charity shop pile.
And as I said earlier, one of my favourite parts of running Etton Taylor has been seeing women try something they wouldn't normally pick up. It's amazing how often someone says, "That's not usually my colour," or "I didn't think I'd suit that," only to look in the mirror and completely change their mind. Those moments are so rewarding because fashion shouldn't be about fitting into someone else's idea of style. It's much better when it’s about finding what makes you feel confident.
That's also why we've put so much emphasis on creating a personal shopping experience. I get so excited when someone visits us at the showroom for a styling appointment, pops into one of our shopping days, comes to see us at an event or chats with us online! I want them to feel welcomed, confident and happy they found Etton Taylor.
So, if you’re up for quality over quantity, enduring style over fast fashion and a brand that wants you to feel amazing, you’ve found the right place! That's the vision I had when I took over the Etton Taylor and it's still the vision that guides every collection, every event and every new arrival today!
