Founder of @DailyDressEdit, Isabel Spearman tells us why it’s so important to support independents this summer.
This week we should have been opening the doors to the Daily Dress Edit – a pop-up store dedicated solely to ‘The Dress’ on Elizabeth Street, Belgravia, but sadly as with many other events, we’ve had to postpone. Instead this year, the Daily Dress Edit will hosted solely on Instagram, and will still be supporting my favourite independent brands from across the UK.
My favourite feedback from customers that came to last year’s Pop Up on Motcomb Street is that they have worn their dresses non-stop ever since. Surely, this is the new way to shop, investing in a beautifully made dress that has been created in an ethical way in the knowledge you are supporting a small business. It was the way everyone shopped before online shopping, and I so enjoy giving that bespoke customer experience back; to help people discover new brands, ones they fall in love with and return to time and time again. Justine Tabak is a great example of this with her sales on the increase during this difficult time. The knowledge you are buying from a one-woman band, with fabric locally sourced and the dress made in London, it is the ultimate feel-good, guilt-free purchase.
So for now, I will take my Pop Up online to support these brilliant businesses but I really cannot wait to see customers in person when the Daily Dress Edit returns in a physical format in the Autumn. Watch this space and stay safe.
Belgravia brand Beulah features in the Virtual Daily Dress Edit, click here to see The Evanthe Dress.