A fashion boutique celebrated its successful journey on Amersham high street despite a rocky start. 

Fabric, an independent women’s fashion store, was launched by two businesswomen and friends Diana Halley and Ailsa Feroze in the middle of the global pandemic in June 2020.

More than two years on after the challenging start, the Old Amersham boutique boasts a hand-picked selection of fashion brands from Europe to make “women of all ages” feel good about themselves, Ms Halley said.

READ MORE: Great Missenden market offers artisan autumn treats

Ms Feroze said: “If there is any good to have come out of the pandemic, it is that people now are very keen to support local businesses and shops, particularly independents. 

“Customers have said they missed the ‘bricks and mortar’ shopping experience, buying clothes online doesn’t give the same buzz as going in store and being able to see, touch and try on clothes - online retail can never replace the sensory experience of in-store shopping with human interaction! 

“Being a small independent business owner can be challenging at the best of times, but opening a women’s boutique as a global pandemic struck certainly had its tricky moments, to say the least!

“It has been very difficult at times with the various lockdowns and erratic openings, but we have had to see the positive side where we can.”

Lockdowns inspired the business-savvy duo to create a website for the boutique, which they’ve kept running when the shop opened to customer again.

The times were uncertain and difficult “economically for everyone right now,” and the next six months could look very different, Ms Halley said.

She added: “Time will tell, but am sure people will have less money in their pockets and need to focus on the essentials in coming weeks.

READ MORE: Parents launch petition over dangerous speeding outside Amersham school

“Also, Brexit has definitely made life harder for small businesses, more paperwork relating to importing from Europe and additional associated costs all bring extra work.”

Shoppers are increasingly focused on environmentally friendly fashion choices, the pair had noticed.

“A strong focus for Fabric and what we hope helps us stand apart from other women’s boutiques is our focus on stocking sustainable fashion.

“From Stripe & Stare underwear made from beech trees, to Jakke, whose ethical fashion includes coats and faux fur made from plastic bottles!" 

On Tuesday November 1 the store, which is tucked away behind The Grocer at 91 at 91B High Street, hosted its first ever styling event for old and new customers with celebratory canapes, fizz and goodybags.