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30 Under 30: Laura Willis

Store manager, Jane Davidson.

Laura Willis

Laura Willis


Laura Willis has worked her way to the top at Edinburgh-based womenswear boutique Jane Davidson. Fresh out of Heriot-Watt University following studies in textiles and fashion design management, in 2009 Willis applied for the position of personal shopper at the Drapers Award-winning luxury independent and secured the role of online manager to boot.

Eight months later she was appointed assistant manager and by June 2010 had added denim buyer to her list of accomplishments. “I learned to listen to my instincts and, having experience with customers on the shop floor, I know exactly what they’re looking for,” says Willis. “I’ve also learned to occasionally take risks; sometimes stepping out of your comfort zone will result in an unexpected success.”

All the hard work was rewarded when Willis was made store manager in July this year. “Laura just gets fashion - it’s intuitive for her,” says boutique owner Sarah Murray. “You can’t learn what she can do in styling customers and the overall image of the store. She is a very visual person and a people person. I know the skills she has already honed, as well as the added buying experience, will take her far.”

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