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Small Business Saturday Case Study – Dejoli, Chiswick

Chiswick women’s fashion shop owner, Diane Bardon says the secret to sustained success, as a small business, is to diversify.

Diane, who has run her shop Dejoli for the last 25 years, was speaking in the run up to Small Business Saturday on 6 December.  She started her company after working in Harrods and Harvey Nichols for royal cobblers, Raynne shoes.

Diane says: “I was made redundant. Raynne shoes went under so I decided to start my own business.  My mum was a dressmaker. She was able to cut fabric without any pattern and this was a real talent so I learned a lot from her.  I also love fashion, so I decided to combined my dress making and retail experience and open a boutique.”

But Diane says she did not jump into fashion retailing without doing her homework – “ I lived in Chiswick and there was a gap for middle range women wear in those days so I found an empty shop opposite the Greek T Adam & Sons Grocery  – which was like the Sainsbury of Chiswick and I thought there would be excellent chances of footfall from them as they were opposite.”

Diane is also a mum and her son David is the lead guitarist in up and coming west London band The Turning.

Diane says she is looking forward to Small Business Saturday – “We have some great brands and we offer a mix of innovative wardrobe prints and fashion detailing for the customer who wants to be stylish and different.  We pride ourselves on our community spirit and offer good value and quality names at some really competitive prices. So I hope anyone looking for a party dress to wear this Christmas will pop by and browse around.  I am looking forward to Small Business Saturday and hoping to meet new customers. I pride myself on my community spirit. Service is always been at the heart of my business and I work to provide a consistently first-class service level to all of my customers.”

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