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Sheen Uncovered & Ruby Blue

Sheen Uncovered Revealed; Ruby Blue, too!

It’s almost impossible to miss the eye-catching window displays of our local lingerie boutique, Sheen Uncovered, and its sister fashion shop Ruby Blue. Throughout the seasons they bring a dash of colour and fun to the high street.

However, Sheen Uncovered & Ruby Blue offer more than just good looking womenswear, so we thought it was high time they revealed more.

Local resident Anita Kane set up Sheen Uncovered in 1999 to specialise in lingerie and swimwear for women of all shapes and sizes, including teens, mums-to-be and those who have had mastectomies.

Jackie & Anita

Jackie Upton, Anita’s business partner, joined soon afterwards. Both gave up good jobs to follow their dreams and the fact that they had only recently met was incidental. They are now great friends and have seen one another through the inevitable ups and downs of the retail trade.

“We just clicked,” says Jackie “and I can honestly say that we have never had a cross word since – just some healthy, lively debates! I think that the reason it works so well is that we share the same vision and the same ethics.”

Their vision is to bring good looking, perfect fitting lingerie, clothes and accessories to their customers.

“Not only can the right bra eliminate sagging, it can make you appear slimmer and it makes your clothes fit and look better, too,” says Anita. “It’s surprising how many people wear the wrong size, often not realising that their shape has changed,” says Anita.

Lingerie for all shapes, sizes and occasions from the finest brands. Sheen Uncovered is a leading stockist of maternity underwear.
“We’re also great advocates of not saving your best underwear for ‘special’ because pretty underwear lifts your mood and makes every day feel special!”


PJsalvageKeen to expand further, they conducted a local focus group and discovered a demand for perfect fitting jeans. Given their experience in helping clients find perfect fitting lingerie, establishing Ruby Blue to fit jeans in a lovely, relaxed environment and providing open, honest and well informed advice seemed obvious.

“We know all about different body shapes and we carry a wide range of jeans labels, styles and sizes to cater for everyone,” says Anita. “Many women wear jeans every day – dressed up or dressed down – so a pair that fits properly and feels comfortable is a brilliant investment.”

“Our jeans aren’t cheap but they are top quality and clients are often amazed at how confident a well fitted pair makes them feel,” adds Anita.

Ruby Blue stocks many well know jeans brands, including Citizens of Humanity, Hudson, MiH and J Brand as well as clothes by lovely labels such as American Vintage, Odd Molly and local brand Pazuki, known for its fine silks and stunning prints. To complete the picture, there are scarves, shoes, boots and jewellery, making this a great stop when looking for a gift.

“We stock labels that you won’t typically find elsewhere and search near and far for the new and unusual, such as our lovely jewellery collection from Rodgers & Rodgers,” adds Jackie. “We also have far more stock than we can ever display, so if you want something you don’t see, it’s always worth asking.”

Anita, Jackie and their team are dedicated to ensuring that you get what’s right for you. They take the time to get to know you and, whilst you don’t have to have an appointment, it’s a great idea to book one (any day of the week) so that you get guaranteed one-on-one attention.

“There’s no pressure to buy here,” says Jackie. “We want customers to feel relaxed and able to have fun and experiment with colours and styles to their heart’s content and we’ll gladly spend the time it takes to get it right.”

The shop is warm, inviting and they’re quite used to welcoming men across the threshold, too.

“We keep a database and note down each client’s size and preferences. It’s really useful if you just want to phone up and re-order a favourite item. It’s also particularly handy at Christmas or a birthday when a husband or partner is looking for ideas as we know what to recommend,” Anita adds.

At Sheen Uncovered & Ruby Blue experience and technical know-how combine with quality brands, great fitting advice, approachability and a genuine desire to give you the service you deserve.



Sheen Uncovered & Ruby Blue, 281-287 Upper Richmond Road West SW14 8QS – 020 8876 9845
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Possibly one of the best swimwear and beachwear ranges in London, including Seafolly, PrimaDonna, Piha and Antigel