The Cool New Boutique To Visit In Rathmines

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.

Grainne Wynne

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.

Aislinn Coffey

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