SETTING UP SHOP: Aislinn Coffey talks to GRAINNE WYNNE about launching her boutique, BEAUTIFUL SOUTH in Rathmines …
Niche labels and great design are the hallmarks of Grainne Wynne’s boutique Beautiful South, newly opened in the Swan Centre, Rathmines. For a dose of interiors with your shopping, this store stocks great fashion in a carefully curated space. “My husbands’ family business closed in 2017 and I started to look into going back to work. I had previously been involved in the restaurant business for over 20 years but, I decided that I should do something completely different with my life, as I may never get another opportunity.
I’ve always had an interest in fashion and I started working in a local boutique. I felt at home straight away. Styling clients was something that came naturally to me; I was getting women to play dress-up, helping them out of their comfort zone to try something new, which helped them to feel beautiful. It was incredibly satisfying. After a few months, I realised that maybe I could do it for myself. By September, I started searching for an ideal location. One day, driving through Rathmines, I found the perfect spot. I pitched for the premises and secured a lease. I put my business plan into action overnight. It all happened so quickly; I never once stopped to think ‘what if it fails’, I dived in head first and didn’t look back.
I was clear about my vision from the get-go and took inspiration from places I had visited – in New York, the very cool and edgy Rachel Comey; in Denmark, the RAINS collection (superb, fully-waterproof outerwear); in Paris, I decided on the slightly avantgarde MM6; in Antwerp I found Stephan Schneider and in Holland, Les Coyotes Des Paris. The pieces I select are functional, for every woman, for every age bracket.” Fresh and original.
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