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PRIVACY
Retail & Consumer

Northumberland fashion firm grows in lockdown after switching strategy

Shona Brown's luxury lines weren't in demand so she acted fast to bring in loungewear

Shona Brown of MySBoutique(Image: CREST PHOTOGRAPHY)

A Northumberland fashion entrepreneur has seen her business grow after switching from luxury clothing to loungewear during the Covid-19 crisis.

Shona Brown set up clothing boutique MySBoutique in Ashington, Northumberland, four years ago, specialising in occasion wear and fascinators.

But when the pandemic struck, it became clear that no one needed fascinators or formal wear.

Ms Brown quickly adapted and diversified the boutique’s line, adapting the boutique’s range to suit customers’ changing needs.

Now, having been able to reopen its showroom, the firm still stocks formal wear but also has casual wear collections, summer essentials and stylish face coverings.

Ms Brown originally started the business in her garage in Ashington after leaving a career in corporate property sales due to ill health.

After losing almost four stone in a short period of time she found it difficult to find clothing she liked in the right sizing so, seeing a gap in the market, started hunting for quality manufacturers in the º£½ÇÊÓÆµ herself.

Her first collection of occasion wear went down a storm and she began shipping internationally within weeks, gaining a large social media following as the business expanded rapidly.