The Dressing Room Fashion News

2014 – Our Highlights!


2014 has been quite a year for The Dressing Room Team – lots of awards, events, achievements, new brands, new team members and even our 1st Dressing Room Baby!  Check out our highlights below!

Awards & Accolades! 

We have been overwhelmed by the reaction & support from the public and within the industry, especially being proud to be the winners at the Pure London Buyers Power list for Best Independent/Boutique Retailer in the UK, winners at The St Albans Retailer of the Year awards for Best Fashion & Accessories & having Deryane be selected as the Fashion face for the Sir Peter Blake artwork in December, for Small Business Saturday.


Events & Parties

We held a grand total of 5 in store events, giving away 250 goody bags in total!

Spring Party in March

spring party

Arty Party in April

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Picture perfect event in September

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Chlobo Starry eyes party

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Christmas event with Olivia Burton in November.

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St Albans Fashion Week

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Flying the Flag for Independent Retailers

This was the year for celebrating being an independent boutique, supporting the local high street and promoting great initiatives like the Independent Retail Month in July &

Small Business Saturday in December.

SBS SBS2indie indie1


We raised over £1500 for local charities during 2014, including The Willow Foundation.


Plus we added a bit of fun into our donations with the:

Ice Bucket Challenge

Bobble Hat Day

Bobble Day2 Bobble Day

Brand Collaborations

We love working with our brands to provide something exclusive & unique to our customers, therefore in 2014 we launched our Becksondergaard Collectors Club, collaborated with Chlobo to create an Exclusive Bracelet & also an Olivia Burton Exclusive Watch to the DR.

TDR5Exclusive-Design Card Artwork

Competitions & Giveaways

Every month we held a different competition, giving away over £5000 worth of prizes throughout the year.

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Bloggers & Press

We worked with some great bloggers and fashion magazines and trade press throughout 2014, getting loads of great coverage from the fashion Industry, such as The Mail, The Observer, Boutique Magazine and even on the radio!

the mail boutique magazine the observer press

It has been another great year collaborating with some of the DR’s stylish fashion bloggers such as the Style Rawr, Mummy Mode and Girl In The Lens, as well as making new friends including Monica from Elgin Avenue, Tiphaine’s Diary & Michelle from TSNC blog!

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New Brands

We love introducing you to New Brands each season and 2014 was no exception with 21 new additions to our brand mix, bringing our total brand edit up to 74.


Bobbl, Custommade, Cooper & Ella, Frame Denim, T bags, Parka London, Nooki, Jiya Jewellery, Rails, John & Pearl, Hipanema, Tilley & Grace, Juniper Rose, Unknown watches, Alexia scarves, Rock & Romance, Ancient Greek sandals, Charlie Jade, Fabienne Chapot, Anouska Woods, Pernille Corydon.

The Team

We had a few team changes in 2014 with promotions and new additions to the DR gang!

Amy was promoted to Senior Store Supervisor, Sam to Shopfloor Supervisor, Yasmin to Senior Sales Consultant/Stylist. Laura joined the team in July as E-commerce manager, Becky joined in March as E-commerce Assistant, Emily came on board in May as Stylist/Sales Consultant and Elle joined as part-time Picking and Packing cover during her University holidays.

elle laura & becky sam & emily yasmin IMG_6876 team

Charlotte went on Maternity leave in April and in May our first ever DR baby, Aurelia, was born!

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The Christmas party was our biggest yet at 14 team members!


We are looking forward to another fab year for 2015 – we have lots in store for you for our 10th year in business!

Happy New Year from Deryane & The Dressing Room Team x







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