This is a new feature I’m planning to keep up regularly – seven questions with one of my lovely independent stockists. To kick us off is Godiva – Edinburgh independent boutique who sell gorgeous vintage one-off pieces and ethical indie brands. Here is shop owner Fleur to tell us all about them.
1.Tell us about Godiva – what’s the story behind why you set up shop
I started Godiva when I was 23. At the time was a very small vintage shop with 3 rails and a lot of character. I wasn’t sure I would survive more that 6 months at the time as I really had no idea what I was doing! I knew I loved vintage/second hand clothes, so the passion was there. I especially loved the unique shop environment and individual people that walked through the door. I didn’t follow fashion as such as always just worn what made me feel good. Vintage is an alternative to the High street and I was really interested in it being sustainable. Over time some of the vintage would end up damaged or dead stock, so I began an upcycling projects with fashion students from the art college and started a ‘reworked’ rail in 2003, I just loved the spontaneity and creativity of it all. With its success I moved into the bigger premises the shop is now at 9 West Port, housing not only vintage but an array of talented independent designers such as yourself and there is real focus on sustainable ethical brands too. Godiva is always evolving and adapting, its been more about what the shop stands for, support, creativity, being individual and unique, this is no doubt part of its survival of 16 years.
2.What can customers expect to find in Godiva? What sort of products make you excited to sell?
Godiva sells clothing and accessories and now some home wares. The stock is constantly changing, we don’t stock too much of the same thing in order to keep it fresh and limited edition. One of our main selling points is we stock a lot of one-off pieces, this is something that people definitely shop with us for. It also really exciting to sell something one-off, there is a really joy in the fact that a customer has something so unique to them and its been hand made and the sale goes directly to the designers supporting their small brands and passion.
3.What’s the best thing about being a small independent boutique?
Freedom to do what you want. Being creative and the people you meet. It’s a unique environment to work in. There is something really powerful about working in something you have created, it gives you confidence and it’s a lot of fun though of course it comes with it’s stressed and this currently world pandemic is certainly turning the shop upside down right now.
4.Tell us a funny story or memorable moment from shop life
I have had too much fun in the shop and much I probably can’t mention and its occurs late into the night with shopping parties fuelled on wine!
5.Your shop is in the Grassmarket in Edinburgh – describe a perfect afternoon visit here and your top tips for visiting the area.
Hula juice, Mary’s Milk Bar ice cream, wine with friends in the sun (when it shines). I don’t go the the bars in Grassmarket too often anymore now I am a mother or 2 young kids! I am more likely to be in Museum of Scotland but there are some great bars around the area and restaurants. Top tip is the 5th floor of the museum has a great roof terrace to view the entire city.
6.Do you have a favourite scarf of ours? Why did you pick this one?
I love the Voyage Scarf. I am from the Highlands and grew up in a small fishing village, we actually have a Pictish stone that sits on a hill looking over the village and I would spend my childhood staring out to sea. Your scarves evoke lots of memories for me as they hold these connections. The voyage one in particular reminds me of a story my Mother used to tell about the seal people and the colours also remind me of her. I love it and bought it for my birthday recently!
7.Currently we are going through a difficult time for retail with the ongoing Covid-19 crisis, I would have asked if you had any big plans or news for 2020, but lets make this about the small wins – what challenges have you overcome lately and what are your small wins this week?
Just before Covid-19 took over our lives we were making plans to launch a new Borrow Me (rental rail). This exciting rail is a great addition to our already solid sustainable stance in fashion. It will allow people to just rent a one-off independent designer piece or gorgeous vintage at an affordable price rather than having to buy it, wear it once and have it sit in their wardrobes unused. Will be really useful for wedding outfits and such events. It’s like borrowing an outfit from a big sister or a friend. It’s been inspired by circular fashion movement. It’s a great new project and the shop is really looking forward to launching it when we can!
Small wins have been managing the online shop and improving it’s sales and functionality. Its never been as strong as the shop, I don’t enjoy it as much as its so faceless but we hope to build on this while the shop is shut it giving us time to do it!
Thank you Fleur for taking the time to tell us all about Godiva. You can shop their collections online here or follow them on Instagram here
