Meet The Dressing Room's owner, Deryane Tadd
The Dressing Room, established in 2005, is a multi-award winning independent fashion retailer based in St Albans, offering a unique edit of collections sourced worldwide, delivered with five star boutique service.
We spoke to Deryane Tadd, owner of the boutique ahead of the A&G launch in the boutique in a few weeks..
What was your first ever job?
My first ever job was as a Saturday girl at a shoe shop when I was 15. My first full time job was at 16 working for an insurance company, I soon decided that wasn't for me and went travelling!
How did you get into fashion?
When I was 17, I worked abroad for 3 years and then I decided it was time to get a proper job, so I started working in retail when I returned. I worked my way up the career ladder through to store management, area management and then operations and buying and then made the decision to set up on my own. That is when The Dressing room was born in 2005.
What makes The Dressing Room brilliant?
I like to think it is the passion that my team and I have for what we do. Every decision is made with the customer in mind and we create the best possible shopping experience for our customers both in store and online. We use our personality to showcase our collections and let the customers see the people behind the business, this is what we feel sets us apart from the bigger retailers and the high street and gives us a connection with our customers.
What does your typical day look like?
It varies hugely, but a typical week generally runs like this: Monday & Tuesday tend to be my admin days in store, so I will be planning ahead for the week and setting goals with the team plus catching up on the mountain of buying admin and emails. Wednesday & Thursday are dedicated to buying, so I am visiting showrooms all over to scout out the best collections for my customers. Friday & Saturday are my shopfloor days, spent styling and serving customers plus actioning any changes to be made to the shopfloor before the weekend. Sunday will either be a day off or a shopfloor day. In between that there will be staff training sessions, styling training, reviews and appraisals plus actioning new season layouts in the evening once a month. There is never a dull day in retail!
What’s your ideal weekend?
A super busy weekend on the shopfloor, styling and serving customers with the new collections followed by chilling out with my husband Chris and sausage dog Coco. :)
What’s the one thing you’d now say to your 25 year old self?
Keep up the hard work, you will get there in the end and it'll all be worth it! Maybe, party a bit less too, but then you only live once so maybe not!!
If you weren’t running The Dressing Room, what would you be doing?
I'd still be in fashion retail as it's all I know and what I love. If it wasn't fashion retail then I do love interiors so I'd probably like to think I would be an interior stylist!
What Air & Grace SS18 style are you most looking forward to adding to your wardrobe?
I've always been a heels girl, but recently I'm really enjoying the trainer trend so it would have to be the new cru trainer in the star print - I love them!
What’s your favourite EVER pair of shoes?
Probably my Valentino rock studs, I've had them quite a few years but they still really dress up any outfit plus they are comfortable too.
Does ‘being comfortable’ mean you have to compromise? Can you be comfortable and stylish at the same time?
You can absolutely be comfortable and stylish at the same time. Air & Grace is a true example of that! I love the Tender Loving Air patented technology which literally makes you feel as though you are walking on air… whilst still looking super cool!
Feast your eyes on Deryane's favourites from the Air & Grace range
READ MORE | Meet the stockists