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FEATURE / LOCAL DIGITAL ECONOMY WE ARE FAMILY
With their connections in Paris they imported good quality French brands as well as Fair Isle knitwear and Harris Tweed coats, wool kilts from Scotland, Irish linens and Sybil’s own brand ‘Joy Models’, created by her team of smockers and seamstresses from around Kent and Sussex. The wholesale business was busy but
Sybil’s passion grew for having her own shop full of beautiful brands, so she decided to stop wholesaling and her own brand became exclusive to The Children’s Salon. Orders soon fl ooded in from across the
country, including orders from royalty and celebrities and she became known for her fashion shows, with customers travelling from afar to visit the shop. Sybil’s daughter, Michele, joined the business in the late 1970s when her parents were unable to continue, due to ill health. Michele’s husband George, a designer and illustrator, known for creating the iconic ‘Mamma Mia’ image, decided life would be more fun working for her business, sparking the beginning of their creative business union. In 1999, quick to realise the potential of the ‘world wide web’ they acquired basic programming skills from a manual and took Childrensalon online. “The website took off almost
immediately, and thanks to MSN messenger, we were able to communicate directly with customers, taking orders from Japan, UAE and America. Word spread and before long, I had given over half my house to boxes of stock – in the bedrooms, under the sofas, you name it!” says Michele. It was soon time to take on larger
premises and while the boutique still exists on the High Street in Tunbridge Wells, the business itself is now housed in a series of six enormous warehouses on an industrial estate in the town. “Tunbridge Wells is a fantastic place to live and work,” Michele says, and has no plans to move or close the shop. “It’s our heritage,” she explains. “It’s a beautiful shop and caters perfectly for our local customers who want good quality, sometimes conservative, clothing for their children.” Some of her staff have even relocated from London to live in Tunbridge Wells. “It’s not about fashion,” Michele is quick to point out. “Childrensalon always has been – and always will be – about dressing children in beautiful clothes – and giving our customers the highest level of
service possible. In fact the original strapline ‘Dressing children beautifully since 1952’ is still used today, and the clothing range of more than 270 brands includes Dolce & Gabbana (with one dress costing an eye- watering £2,550), Burberry, Kenzo, Chloe, Gucci, Joules, Ralph Lauren, Mayoral and Petit Bateau.
The old-fashioned original slogan from the 1950s – “After sales! Comes service”, is as apt today as ever before and while she admits to living and breathing the business, it is talking to her customers that still gives Michele the most pleasure. “I can’t put into
words how important it is to go the extra mile for them,” she says, before recounting the story of putting one member of staff on a last minute fl ight to Los Angeles, one bank holiday weekend, to hand-deliver a dress to American child actress, Kylie Rogers, after UPS had let her down! Despite the fast growth and impressive
turnover fi gures, what remains close to Michele’s heart, are the founding values: passion, knowledge and expertise. “I have a great leadership team, but the main thing is that we all love what we do.” • Visit
www.childrensalon.com
The INDEX magazine
www.indexdigital.co.uk
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