Owner of premium indie Precious in Spitalfields, east London
Brands include Almost Famous, By Malene Birger, Diane von Furstenberg, See by Chloé, Velvet
How is business?
Steady. We’ve had a very positive reaction to all the spring collections in store.
Which brands are flying out of the door?
Our strongest sellers are By Malene Birger, Moschino Cheap & Chic, Diane von Furstenberg and all accessories. Paige Premium Denim and Velvet have been strong for basics. In general, the collections offering the earlier deliveries usually get off to a flying start each season.
What categories or styles are selling best?
Dresses are always an important category for us. Our customers have been picking up on separates more this season, as they can maximise the different looks they can achieve.
What promotional activities are you engaging in?
We held a spring party evening for customers. We send out regular newsletters and recently added a blog to the website, which we update regularly with news, tips, trends and delivery information. Precious was the “cult shop” in February’s Financial Times How to Spend It magazine, which drew lots of attention.