OPINION: Jo Stroud celebrates 10 years of retailer Fabulous

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This year sees us celebrate 10 years of Fabulous, which I am absolutely delighted by. Owning and running a business is quite different to working for someone else — to me, this still doesn’t feel like a day’s work! 

When I set the business up in 2005, after a 14- year career in book retail and consumer marketing, I felt that there was a gap in the market for jewellery stores aimed at fashion-conscious women, who love to treat themselves to beautiful jewellery.

We have maintained this core focus on women as our target market, knowing that, for the kind of jewellery that we carry, it is the woman who is the primary decision-maker and purchaser. Hence, our pink bags with silk ribbon handles, our luxury chocolate with every purchase, our dedicated following of fashion to make sure we are always on trend.

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We have remained focused on seeking out the best new brands, often being the first in the UK to launch overseas brands, or uncovering hidden talents, to sit alongside the major brands that we carry. Our latest launch, ‘The Giving Keys’, is testament to this approach.

We have always had a real focus on charity work over the years, supporting charities that help women in particular. Adding to our 10 year support for ‘Race for Life’, we wanted to do more as we have become more established: so, last year, we launched our ‘Reloved’ programme, taking donations of unwanted and broken jewellery, working with City of Bath College, Coventry University and the Birmingham School of Jewellery, to re-make it into new pieces, which we sell in aid of Breast Cancer Campaign.

Another big initiative for us this year is the launch of our first ownbrand collections. The first one is our gift line, ‘Mantra’, which launched in April. Mantra combines beautiful design with thoughtful meanings, inspired by the power of positive affirmations, or mantras. We have collaborated with Balagan on this collection, who are a joy to work with, and we will have soon have over 100 designs in the range.

More own-brands are to follow, and it is exciting to see our business evolve from pure retailer, into designer-maker also, as we reach the end of our first decade in business and prepare for the next.


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