New independent boutique opens at Flemingate centre
An independent boutique offering stylish and affordable womenswear, jewellery and accessories has opened at Beverley’s Flemingate shopping centre.
Jo Ja Be Boutique previously operated online but now owner Jo Briggs has taken the leap to open her first shop and bring fashion brands to the high street.
Jo, a former NHS clinical admin manager, has opened her boutique in time to launch her spring and summer collection.
The internet is great and fills a gap, but women really want to come in and browse and enjoy hands-on shopping
Jo Briggs
Her business started from a desire to bring a modern twist to classic and unique styles to suit all ages, all within an achievable budget, offering casual to eveningwear in sizes eight to 18.
Named after Jo and her children, Jack and Beau, the shop stocks fashion lines from upcoming designers including Q2, Jayley and Comino Couture London.
Many of these are not available in East Yorkshire and will line up alongside well-known brands such as Joe Browns.
“I’m so excited to open my first shop in such a fantastic location,” said Jo, who lives in Skirlaugh.
“Flemingate is a really vibrant place which offers that whole day out experience. As the online store became more popular, I realised many customers wanted to experience in-person shopping and try our clothes on before they buy.
“The internet is great and fills a gap, but women really want to come in and browse and enjoy hands-on shopping. I love clothes and shopping and enjoy making people feel good about themselves, no matter what size or shape they are.
“I’m looking forward to people being as passionate about our fashion lines as I am.
“We aim to be a place where customers can visit time and time again and always find something new. By carrying limited numbers of each item and changing the stock regularly, we can offer a fresh shopping experience every time.”
Jo will be supported in the 840 square feet shop by boutique manager and friend Sarah Rhodes, with Beau joining as a shop assistant at weekends.
“We’re pleased to welcome another new business to Flemingate and we’re sure the boutique will be a big success,” said David Donkin, Property Director of Wykeland, the owner and operators of Flemingate.
“As the retail landscape changes, independents are coming to the fore and that’s reflected in the growing proportion of local businesses at Flemingate.
“The healthy mix of big national names and unique independent outlets adds even more variety and appeal to the centre’s offering.”
