Ipswich womenswear independent DJV Boutique is celebrating its tenth birthday this month with a series of in-store celebrations and sales promotions. To mark its decade in business, the store is offering a 10 per cent celebratory discount on all products while shoppers are invited to enter a prize draw.
DJV Boutique first opened in 2012 after founder Mandy Errington spotted a gap in the market for an alternative to high street fashion multiples. The first store was located on the outskirts of Ipswich before it moved to larger premises in the town centre in 2018.
The indie’s core brand is French Connection, while Errington also selects unique pieces from her favourite short order suppliers to create an individual edit.
The owner says the business has faced several challenges over the years but has remained agile: “We’ve adapted to a lot of change over the years and have overcome many challenges. The competition seems greater now somehow as you need to work very hard to meet the demands of customers and ensure you respond to their requirements in the right way. Fortunately, we’re considered a shop of choice as people tend to visit us for inspirational fashion ideas or to re-vamp their look.”
During the pandemic, DJV Boutique was chosen by Small Business Britain for its SmallBiz100 list after it introduced new services to drive sales during the lockdowns. Meanwhile, its award-winning owner is also harnessing her 30 years’ experience in advertising and marketing to support other local businesses with the recent launch of her second venture, Ambition Mentoring.
Looking ahead, Errington says she has high hopes for DJV, which is on the right side of recovery: “This is our tenth year of trade and we’ve remained agile – despite the setbacks of the pandemic and other retail challenges,” she says. “As a business we are embracing change and generating and exploring new ideas. Our resilience has been essential and will hopefully encourage success for many more years to come.”