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advertising feature ■ jojo’s style by Nicole Tata T


here’s something special about jojo boutique on Cuckfield’s pretty high street. Is it the gorgeous, vintage inspired pieces in


the window echoing the latest autumn trends beckoning me inside? Looking around, surrounded by an infinitely wearable selection of on-trend daywear, accessories and jewellery, I feel a definite sense of belonging. This is a shop for real women like you and me: fashion conscious women that come in different shapes and sizes, who want to look stylish without veering towards mutton or lamb and without having to remortgage the house to achieve it. Browsing through the rails, there are some labels I recognise – Noa Noa, Nougat, Nice Things, the ethical label Peopletree and Sara Pacini, Uttam Boutique… and quite a few I’ve never seen before. Fabulous Amazing Woman velvet jeans in charcoal or aubergine, Nancy Mac pretty 1940s style dresses, long fine-knit Northlands cardigans in rich autumn colours that go with absolutely everything, floaty silk blouses, knitted tunics and structured dresses in warm berry colours and vibrant turquoise – there’s tactile temptation every which way you turn. And don’t get me started on the shoes by Moda in Pelle, Noa Noa and Nice Things! Jo (pictured right) has a knack for sourcing interesting and intelligent pieces from home and abroad, always trading ethically while feeling carefully for the quality her market demands. But that’s only half the story. “It’s not all about fashion, you


know,” she says. “It’s just as important that you dress for your shape and


“jojo’s Style Workshops help us shop with confidence and consign all those wardrobe mistakes to the past – just how fantastic is that?”


personality. Did you know that only 7% of women actually have an hourglass figure, yet that’s the only shape the industry makes clothes for?” I had to confess my ignorance. “And you need to get the colouring right. For example, I can spot a ‘Winter’ person straight away and direct them to the colour palette that will bring out the best in them.” To celebrate its second birthday this month, Jo has taken the jojo boutique to the next level, launching a new service to help women make the right sartorial choices. “This is my birthday gift to all the women out there,” she smiles. Simply visit the ‘jojo’s top tips’ page at www.jojoboutique.co.uk and click on your body shape, style personality and colour season to discover a wardrobe selection tailored to YOU. Clothes, shoes and accessories are modelled by real women, local ladies, and are available to buy at the Cuckfield boutique. Running alongside is a series


of free Style Workshops with guest image consultants Hazel Harris from Your Style and Helen Reynolds from Style Step, offering practical guidance and advice on subjects such as ‘Bring Out The Colour In You’, ‘All Wrapped Up for Winter’ and ‘Dressing For Your Age’. I’ve put my name down already. If you’re looking for fabulous, wearable fashion by a selection of inspiring designers, there’s no need to trawl through Brighton or London – jojo boutique has everything you need. Now with free, fail-proof style advice thrown in, we can all shop with confidence and consign all those wardrobe mistakes to the past – just how fantastic is that? ■


JOJO BOUTIQUE 2 High Street, Cuckfield, West Sussex RH17 5EN Tel. 01444 413551 www.jojoboutique.co.uk Open Monday to Saturday 9.30am-5.30pm


Celebrating Style with Beautiful Clothes


SUSSEX LIVING October 2011


67


secrets


As a professional fashion stylist and owner of jojo boutique, Jo Dennis knows how to dress women. Now, with the help of jojo’s top tips and Style Workshops, we can all learn the secrets of how to look good with our clothes on.


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