'Opening the first SELF boutique is literally a dream come true. Creating a beautiful and inviting space where you don’t quite know where to look first was the aim whilst also ensuring that the boutique became an extension of the website that truly captured the brand and all it stands for.It was important to me that whatever could be purchased in store could also be purchased online, giving all of the loyal online customers, who have supported me from the beginning, the chance to shop from the comfort of their own homes no matter where they are in the country!I am extremely passionate about creating a unique, personable and enjoyable shopping experience for my customers, with the ultimate aim for people to leave the boutique with a smile on their face, knowing they’ve found something special and hopefully had a memorable experience at SELF.'