Spotlight on independent retailers: Jules B

Rhona and Julian Blades opened their first womenswear store in Jesmond, a leafy suburb of Newcastle-upon-Tyne, in 1985. Julian was a self-employed fashion agent for Barbour and other British brands based in Germany, while Rhona was head lecturer in fashion design at a local arts college. At the time, the two had only been in a relationship for around 12 weeks, but both were passionate about the fashion industry and decided to also go into business together, launching their first Jules B branch. Neither had any experience in running their own business but they had ambition and knew what they wanted to achieve. Fast forward 34 years and today Jules B is one of the most recognised and respected independent retailers in the UK, with a total of six stores across the North East and North West of England, in addition to a thriving e-commerce site. Julian Blades tells FashionUnited what has defined the success and longevity of the store over the last three decades.