Four eyes on fashion for children

Back to school means back to shopping but this year, Wilmslow’s mums will find it much more exciting, writes Barry Hook.


Jack is a near 15-year old and he is in Wilmslow’s newest clothes shop for children. He’s trying-on a smart zip-up Moncler jacket. Despite his nonchalant and bored appearance as he does an embarrassing twirl for his mother, one can tell his young hormones are racing; ‘Get me out of here. I just look a cool celebrity.’ You can almost hear his thoughts.


Jack is in Milkshake Boutique which is committed to dressing our future generation; boys and girls from new born to 16-year olds. It’s on Alderley Road (number 59).

At 12, Gabby is also shopping. She’s not yet sullied by teenage hormones and is not too proud to be seen shopping with her mum. On the contrary, the way she is scrutinising the Fendi stock at a roller coaster tempo, she’s doing more than draw attention to herself – not in a precocious way, she’s chirruping with delight, clearly getting the hang of this retail therapy, quickly.

The opening of the Boutique fulfils the vision of two young friends, one from Tytherington and the other from Liverpool. Together, they have poured funds into having a stylish shop-fit in which to display lots of dashing, trendy gear from most of the top name brands.

How do they know which brands to stock; which garments will be the ones rocketing off the shelves? Well, Victoria Nichols (she’s the one from Tytherington) and her business partner, Jacqui Swede, have both spent years working in the children’s clothing industry – Victoria in Manchester and Jacqui in Liverpool.dsc_0969

“We’ve got 20-years’ experience in fashion retailing between us so we have used our understanding and keenness and, above all, our contacts to establish a firm base,” says Jacqui. What she doesn’t mention is that the pair also have ‘The Eye’ for fashion. They are Fashionistas; interested in the fashion scene around them and well-studied in regard to trends around the corner.

“We’ve been open for a few months now and we have had an exceptional response. Feedback has been very helpful and we are building-up some loyal customers,” Jacqui told us.dsc_0924

The range of clothing on offer is truly extensive, ranging from mid to high end; everything from formal to informal; babywear to teenwear; dresses, trousers and footwear. This month will see the winter range being launched and the pair will also be pushing ahead with their online offering.

Also round the corner is a loyalty scheme and a plan to start the ball rolling with baby showers.

Having children (Jacqui has an 8-year old boy and Victoria has two boys under 4-years) helps in keeping abreast of fashion but that is no substitute for attending the London and Milan trade shows. It’s the way they can keep four eyes on fashion.

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