Investing in new business in Ipswich town centre
- Credit: Archant
It’s Deja Vu all over again. Ipswich fashion shop owner Mandy Errington has launched her new DJV Boutique in Cox Lane, after six years running Deja Vu in Norwich Road.
She is taking her fashion business into the heart of town, after six years trading in Norwich Road.
Deja Vu was her first retail offering, having previously worked in marketing.
But she had always been interest in fashion.
It’s a family affair at the boutique, just off Carr Street (in one of the units owned by the East of England Co-op.)
Mandy’s husband Jon, and her parents Earl and Karen Millwood, along with her assistant Megan Neacy have been working for weeks to prepare it for its new use.
“I’ve done most of the painting myself,” she laughed.
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The big reveal is on Saturday, with an official opening at 10am.
Mrs Errington said: “It is a subtle change of name. It is about evolving the brand. You can’t stay in one place in retail.
“You have to keep the store interesting and vibrant.”
The building had been empty for some time and it has had a top-to-toe (floor to ceiling) makeover.
There is new flooring and skirting boards, lighting, painting and wallpapering, including one or two surprises created by her husband Jon.
“He is very talented,” she said.
“We have been working till one in the morning. It has been hard work. Jon and my dad have worked really hard. It has been a lot of work from family and friends.”
The new boutique was much bigger, with more display space, larger dressing rooms, kitchen, office and an experience room for make-up and other styling consultations.
“We have a lot more space here and we are in the town centre, with more footfall. You can’t cater for one market.
“We hope to see all sorts of people in town. We think it is quite a dynamic store and laid out well.
“We are not going to be a mass market shop, we will still stock a limited range of certain products. We want to create a special experience when people come here. We are offering good service and unique products, maintaining my standards.
“It has been hard work but I am looking forward to a brighter future. We have to fight negativity and entice people into the town.
“I think it will be busier here.
“There is a lot of investment going on in the town at the moment.
“We have a loyal existing client base and we are looking to expand it with new customers.
“So long as you have the right product, at the right price you will be successful.”