Always In Fashion
Is your wardrobe spring-ready, or fed up with dark and drab winter woollies? Fifth generation owner of clothing boutique Novello, Hannah Deuchars, gives Kate Bowyer a sneak peek at the new season’s highlights. Photography: Michael Porter
When most shops on the high street seem to be the same, boring chain stores, the refreshing personal service, quality designs and unique finds you’re assured to find at Novello ensures it and its customers, stand out from the crowd.
Founded in 1914, its fresh collections from the finest British and international clothing designs and brands draw fashion and quality savvy shoppers from across Lancashire to the heart of Fishergate.
For owner Hannah, clothing is stitched into her family tree: “Novello was opened 110 years ago as a milliner by my great-great grandmother, Clara Fisher, before expanding into fine outfits, what we might regard as ‘Sunday best’. My mum, Bridget, still works here with me, so it truly is a family business.
“From the 1960s onwards, we gained a reputation for showcasing the best clothing brands from around the world, which we continue to do today. Our passion is for evolving with the times, sourcing the best designers to give our customers a selection they won’t find anywhere, pairing exquisite design and individual touches with quality put-it-on-and-feel-fantastic comfort.”
Looking around, brightly colourful curated collections are already catching my eye. Signature brands include Masai, Robell, Joseph Ribkoff, Marble, Barbara Lebek, Olsen, Betty Barclay, Gerry Weber, Dolcezza, Grizas, Peruzzi, Gardeur, Gollehaug and Just White, to name but a few. So what’s hot for warming spring days?
“People are really wanting to brighten things up from winter’s neutrals and darks, so we’re showcasing vibrant spring shades and patterns for a pop of colour and fun,” says Hannah. “Like Marble, a 21st century Scottish design company known for their complementing colour tones, perfect for providing multiple options from a capsule wardrobe.
“Using the very best fabrics, design and fit, they create comfy, casual, every-day and timeless pieces which fit like a dream – like their colourful jeans, which naturally fit and flatter women of all ages, shape, and sizes.”
My eye is caught by some striking print dresses, bags and scarves. “That’s Dolcezza’s ‘Simply Art’ collection,” says Hannah. “They commission original artists from across the world, then print the designs onto beautifully tailored clothing.
“Their botanical, floral, tropical, abstract, landscape and subject designs are a real fusion of art and fashion that you won’t see anywhere else. We’re finding their blue, seascape and ‘brushstroke’ prints are especially appealing to customers for spring.”
Hannah is also continuing the Novello practice of keeping things fresh by introducing new brands and lines each season. Hot on the rails for spring 2024, I spot the soft pastel colours of German brand Bianca and White Stuff’s holiday-ready flowing patterns, partnering with Novello for the first time.
With a longstanding nine-strong team led by Hannah and her mother Bridget, customers benefit from not just top-quality fashion and fitting expertise, but a friendly 360-degree experience much closer to a complementary personal shopper than lone browsing and guesswork.
With a vibrant website, customers further afield can now view and purchase that special must-have. “It’s not just distance shoppers who love the website,” says Hannah. “As soon as eagle-eyed local customers spot new lines, seasons or brands online, they head in to try them on!”
Another way Novello goes over and above for its customers, those in the PR postcode area get Hannah’s uniquely personal, free delivery service, started when lockdown prevented people from shopping in person.
“It kept me connected with our lovely customers, even if it was a wave through the window,” she explains, “Benefiting both sides, it’s a service I’ve carried on with. Many people get into town far less these days, for a variety of reasons, although we’re very lucky to have lots of loyal customers and new ones discovering us, both instore and online.”
Gearing up for some special 110th anniversary celebrations this summer, step into Novello to discover sensational spring and summer 2024 designs too good to even reach the wardrobe!
Novello
101 Fishergate
Preston PR1 2AE
01772 555454
info@novellos.co.uk
novellos.co.uk
