You can’t miss the distinctive pink fascia of Nula Boutique as you travel along the Upper Richmond Road. But have you stepped inside, ladies?
You will, we’re sure, be pleasantly surprised – not just by the warm welcome but also by the gorgeous range of clothes, shoes and accessories that fills the shop.
Nula sells a great mix of international fashion brands for women looking to inject something timeless and wearable yet special into their wardrobe – whether for a wedding, a black tie Christmas party or just smart casual clothes for every day.
“I know from experience that you can’t truly judge an article of clothing until you’ve tried it on so I’m more than happy to spend time helping customers experiment and find the perfect outfit. That’s really what we’re about here – if you have the time to try, we have the time to help!” says owner, Nula Farrelly.
“I love suggesting different looks, allowing the customer to step out of her comfort zone within the comfort and privacy of our boutique. It is really satisfying when a customer says ‘I would never have picked that out, but I love it!’ ” says Nula.
Nula opened her eponymous East Sheen ladies’ fashion boutique in April 2014 but she already had heaps of experience in the fashion industry and, in fact, SW14’s Nula has a twin sister in the beautiful coastal town of West Kirby, Wirral, which Nula opened in 2010.
Originally from London, Nula enjoyed a successful career in musical theatre before returning to what are, in many ways, her roots. Her mother, Bernie, who you will also sometimes see in the shop, has always been involved in fashion and Nula used to help out in her boutique as a Saturday job in her teens.
“I loved being there among all the fashion and the buzz of ladies popping in and always had in my mind that I would like to work for myself in fashion in the long term. My mum and I buy together and that works really well when it comes to getting the right product mix across the age groups. Our youngest customer is in her late 20s and our eldest is in her 80s! Ultimately, our customer is what we call a ‘forever 40 lady’ – she doesn’t want to dress like her mother but at the same time doesn’t want to be competing with her daughter!”
Nula started by running home fashion parties in response to a demand for well designed and great looking clothes for women in their mid-thirties upwards. They proved a great success and an excellent way of researching her customers’ likes and dislikes, as well as building up a loyal and supportive customer base.
“The location of our first shop is superb and it, plus our loyal following, enabled us to survive launching in the recession. That may seem a crazy thing to do but I enjoy a challenge and it really taught me the importance of good customer service and relationships.”
Nula decided after five years to return south and began looking for a location that had a strong community and village feel. East Sheen was very much on her radar and when 327 Upper Richmond Road became available her decision was made.
“East Sheen has a unique feel and I’ve had the warmest of welcomes from residents and fantastic support from other businesses, too. A good, personal service is so important in all retail and I am really enjoying getting to know my customers as much – or as little – as they want.”
“There’s always something nicely chilled in the fridge or the kettle on for those who have time to stay longer or pop in for a browse and a chat. Children and dogs are welcome, too.”
Nula stocks brands from France, Italy, Spain, Canada, USA and Scandinavia which include:
Not Your Daughter’s Jeans, an American brand that has developed a cult following for their comfort and figure-flattering designs which, Nula says, are cut to avoid muffin tops!
Dutch outerwear label, Creenstone, created by women for women, Creenstone’s winter coats are practical yet stylish and modern.
Frank Lyman, a Canadian label whose designs are known for their unique flattering styles, mixes of bold colours and prints. Perfect occasion wear for day to evening.
“We constantly adjust our buying to suit our customers’ demands,” says Nula. ”We don’t buy into major trends as such but instead stick to timeless, wearable pieces that are current but have a little twist to them. Our approach is friendly and relaxed and there is absolutely no pressure to buy. Feel free to pop in when you have the chance and we can help and offer advice if you wish – but you are also more than welcome to do your own thing!
There’s an offer that won’t go out of fashion.
Nula Boutique, 327 Upper Richmond Road West, SW14 8QR
Telephone: 0208 878 1153 ~ Website: www.nula-boutique.com
Words ~ Jacquie Duncan Images ~ East Sheen Village / Nula Boutique / Creenstone