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42 Pamela Shiffer

76 Regents Park Road, Primrose Hill, London NW1

Who you need to know

Owner Pamela Shiffer (left)

Brands include Almost Famous, Cashca, Crea Concept, Gustav, Hoss Intropia, Lavenham, Oui Set, Save the Queen!

“For many years now, every visit to Pamela Shiffer has been enjoyable.

I never seem to be able to leave without making at least one gorgeous new purchase and owner Pamela Shiffer always offers a smile and a welcoming chat,” says one of the store’s admirers.

It’s little surprise to anyone that knows Pamela Shiffer that she and her store are so entwined in the minds of her shoppers. She insists the success of her London store, which has been in Primrose Hill for eight years following 14 years in Camden Square, is down to her team’s “wonderful service” to each customer, phoning them when stock comes in, volunteering top-to-toe styling and offering deep product knowledge.

Shiffer ensures the small store offers accessible fashion at the same time as securing exclusives that attract her trend-seeking and celebrity customers.

She claims her success in buying is based on her ability to marry product to customers: “I do lots of research into fits and think about all my customers in all their contexts and sizes. I keep all this in mind when I travel the world looking for the different something that sets us apart from other stores.”

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