Last week I was invited to go down to the opening of a new store — Joules in Milton Keynes.
For anyone who’s not come across Joules; firstly, where have you been? Secondly, if you’re a fan of print, pattern, stripes or colour, you’re in for a real treat.
The brand — in it’s current guise — has been around since 1994 but Tom Joule first took over his father’s business — Joule and Son — in 1989.
Initially they began selling their wares at country shows and fairs but over the years Joules’ presence on the web has increased and their high street stores now stand at 99 — their 100th store is opening in Dublin next month.
Joules have that knack of making lovely, covetable clothing — and homeware — in such a distinctive style.
Breton stripes teamed with colourful florals, bright block colours that sit happily alongside quirky patterns and appliqué.
Basically, it’s the kind of clothing that puts a smile on your face.
Which is exactly what I had last Tuesday when I skipped along to the new store in Milton Keynes.
SO much loveliness under one roof.
And amidst all the colour and lovely things to buy, there was a fabulous in-store ‘Design Your Own Joules Wellie’ app.
Almost like a giant tablet, you can draw on the screen with your finger, to create a pattern that — if you’re mega-lucky — could appear on an actual wellie boot!
And if that’s not enough, it can also bag you a luxury break in a treehouse cabin!
Needless to say I got a *little* bit sucked in and spent a good few minutes test-driving it and creating a wellie-worthy design. I was obsessed with being a fashion designer when I was a little girl so it was like a dream come true; in a roundabout way.
Keeping everything crossed I win, then I can pretend I am — in fact — a fashion designer for Joules! ;)
I’m already day-dreaming about the three nights in an oak treehouse… how cool would that be?!