Feel-good fashion
Sister boutiques Urban Vogue and George Edward keep fashion at the forefront.
Words Nicky Adams | Photos Salina Galvan
Buying clothes is a bona fide spirit lifter. There is joy (and adrenalin) involved in finding that perfect outfit, but a huge part of the experience is being comfortable and confident in your surroundings when you make those choices. Vicki Burns, owner operator of Urban Vogue and George Edward in Bethlehem, and her team are exactly the sort of people you want to be there to help with those – sometimes complicated decisions.
Despite 30 years in the industry, Vicki has not been caught up in the smoke and mirrors of the fashion world. What drives her is knowing that her customers can enjoy all the attractions of a boutique surroundings but have access to attainable but individual pieces. With her own style leaning towards a casual steampunk aesthetic, what Vicki loves is that she has found her niche in the market by bringing her client base a range of looks that are influenced not by her personal preference, but by good style and high quality rather than moving trends. In fact, she tells me, her best feedback is when customers come back and say, “I’ve thrashed that piece – can I have something similar?” Not, she laughs, the best business model in a trend-led industry.
Her small team are, like Vicki, there to help with their considerable experience and expertise, rather than to tell people they look good to secure a sale. The success of this ethos is reflected in the fact that the majority of the two stores enjoy predominantly repeat custom. The team have mostly been with Vicki from the very beginning, or the early days. Urban Vogue was established 16 years ago when Bethlehem Town Centre was developed, and Vicki took over George Edward a year or so later. She finds it works well having the two stores so close together. There’s a slightly different emphasis on stock, with Urban Vogue catering to those looks that you won’t find elsewhere, and George Edward leaning more towards classic, modern chic. But with the same staff working between the two shops and having knowledge of the entire stock, there’s a synergy that means customers have the benefit of a far more extensive pool that they would first have thought. The team of Kim, Sonia, Robyn, Megan and Donna all bring a unique skill set, from Sonia with her flair for individualism, to Megan who is an instore professionally trained colour consultant, able to assist customers with their best looks.
The concept of doing things a little uniquely filters from the looks to the interior design of the stores, specifically Urban Vogue, which has been set out in the style of wardrobes. Typically arranged by colour, it streamlines the process for the customer. Vicki holds that for the store her initial mission statement was “to develop a space where people could come and tell us the dog’s sick or the bird’s having its beak clipped
– I wanted a friendly space. For people to come and connect. And that’s what they did – and those people have carried on supporting us.” When it comes to the labels held in stores the idea was “trying to get things that were a little bit outside the square, but not to the point where it’s scary for the consumer.” Over the years the brand choices have evolved organically, as Vicki continues to strive for a feel of exclusivity – along with this, Vicki has her own unique spin on the styling of her pieces. This, she puts down to her personality. “It’s really good, because although there are other lovely independent boutiques locally, we’ve all got quite different personalities – and that comes through in our stores.” Along with the different looks is an emphasis on body inclusivity and wearability. “I want things people will wear above all else. I don’t buy for a fleeting trend; I buy for my customer. And they need quality and affordability.”
Vicki’s boutiques are well known for the fabulous fashion shows they put on locally – often for a charitable cause. She loves the community aspect of these and sees it as a way of giving back to her loyal customers as much as showcasing her lines. As someone uncomfortable with limelight and fanfare, Vicki is level-headed about the perceived glamour of the fashion world. Instead, she thrives on representing the ordinary woman in fashion’s extraordinary world. What she does love is “the changing landscape – you don’t know from one day to the next what you’re going to get out of the industry. I might not buy the passing trends if it’s no good for my customers, but I love to look at them, keep up to speed, to feel the fabric and know that the quality is being upheld.” For Vicki and the team at Urban Vogue and George Edward, the real joy is customer service, satisfaction and the camaraderie that fashion produces.
