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39 Wysteria Lane

12 Dogpole and 2 Grope Lane, Shrewsbury, and Pavilions Birmingham, 38 High Street, Birmingham

Who you need to know

Owner Michelle Jamie (left)

Brands include French Sole, Miss L Fire, Paul & Joe Sister, Sugarhill Boutique

Set over four floors of a Shrewsbury Tudor mansion, Wysteria Lane’s flagship store (largely dedicated to premium womenswear) on Grope Lane is more like browsing in an impeccably decked-out home than a busy retailer.

Described by one store regular as a “browsers’ and shoppers’ paradise with an eclectic mix and unique atmosphere”, Wysteria Lane is filled with antique and one-off pieces, from exclusive jewellery designed in-house to an Edwardian gentleman’s bath.

“Being an inspirational independent is about offering the right product, at the right price, with the most fantastic service,” explains owner Michelle Jamie.

With free alterations, wardrobe makeovers and an elegant gift-wrapping service, attention to detail is paramount for Wysteria Lane staff.

“Consumers are more wary with their money now and want something different to everyone else, and as an independent we can offer them that innovation,” continues Jamie.

Turning stock over quickly and working with higher-margin brands that have price points accessible to a range of shoppers, Wysteria Lane’s brand mix includes girly dress label Sugarhill Boutique and globally successful ballet pump brand French Sole.

Following the award of a grant from Birmingham city council, Wysteria Lane opened its third store in Pavilions Birmingham, in Birmingham city centre, in November. Being handed a cheque to trade in a new location is a real endorsement of your concept.

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