A customer recently came into our boutique, it was a man choosing a gift for his beautiful wife. He knew exactly what he was looking for and what his wife would love, it is always so joyful playing a part in someone’s gift-buying experience. When he came to pay (barter!) with us, we naturally gave him the best price that would both meet the seller of the item’s expectations and would feel a good preloved deal for our customer.

There is a reason for this little anecdote, though, so bear with me. The customer then said he’d love to put the stunning high-end dress he’d chosen in a suitable designer bag if we had one, so that his wife would “believe the dress to be brand new”. We naturally obliged and wrapped the dress up with our usual love, and away he went a very happy customer.

But it got me thinking…

Do people regard ‘preloved’ with negative connotation? Do we still only relate ‘preloved’ to second hand sales in charity shops and car boot sales?

If the answer is yes, it’s time to debunk a few myths about preloved fashion and let you all in on the multitude of reasons to be loud and proud to buy and sell once-worn clothing and accessories.

Buy cheap, buy twice.

To coin a famous ad campaign, we are “reassuringly expensive” at Dress Cheshire. Yes, we do save you hundreds on original retail prices, but many of our designer goods are an investment, and rightly so. They are high-end items, that have been crafted by the most talented fashion houses in the world. They are made of the best quality fabrics that are timeless. We all know that if you buy cheap, you buy twice…

That said, our boutique is filled with a wide range of designer labels, from high street brands such as Ted Baker, Reiss and Sandro to the luxury brands including Chanel and Hermès. There is always a current season Zara blazer or near-new pair of Carvela heels available to be snapped up at a fraction of their original price.

Have you got the size of ‘preloved’?

Think you’re limited by choice and size when shopping preloved? Think again! We are obviously at the hands of our loyal sellers when it comes to the number and range of items available in our boutique. So there’s no need to worry on that front because we have thousands of registered sellers and growing daily!

You can therefore imagine, we are inundated with stunning items being offered and taken in in a single week. It’s incredible… and for that, we are truly grateful to you gorgeous bunch for keeping our business booming! And the point is, we have so much stock and we do have a wide selection of clothes, handbags and accessories, there’s something for everyone. And there’s even more on our website, not everything is displayed on our shop rails.

The items we receive are one-offs as opposed to several sizes of one single garment in a ‘new’ clothes shop. But isn’t that the magic of shopping preloved? You are choosing something unique. There is very little chance you are going to turn up at an event and have that awkward moment when you come face-to-face with another lady in the same outfit.

Christine insists on ‘pristine’.

Whether we are treating ourselves or someone else to a new designer top or handbag, sure we don’t want it to be grubby or look like it’s been cooped up at the bottom of a wardrobe for years before we purchase it. We want it to feel special when we are spending our hard-earned cash.

That’s why our policy, ‘Christine insists on pristine’ has remained firmly in place since the first sellers registered with us.

Our reputation as a retailer of preloved is based upon the quality of the items we sell. It’s a circular model where we all win. The seller gets the best sales price for their item, the purchaser is taking home a nearly-new immaculate preloved item and we continue to be recognised as a trusted retailer.

Out of season, out of favour.

You’d be surprised how many items we receive that are current season shoes, handbags and clothing. We are very lucky to have a shop in a beautiful affluent village, with lovely customers that bring in their premium brand wears. Oftentimes, these items have been worn for a couple of hours for a social or formal event, and sometimes not worn at all! They arrive at our shop brand new with tags.

That said, is there anything wrong with diverting from trends and seasonal styles? Be individual, create your own look with a mix of one-off pieces. We are all about wearing clothes that empower and boost confidence, so choose shapes and cuts, colours and fabrics that complement your body shape.

Timeless.

Preloved high-end fashion is an investment, it holds its value and some items are even an heirloom to pass on to generations. Shopping once-worn is a passion and a lifestyle practise that can make such a difference to the community and environment. I look forward to the lovely customer in my anecdote returning to the shop to show his wife where her stunning preloved dress came from. And being excited to purchase and re-love her next designer dress.

Love, Christine x