A fashion boutique in Knowle is celebrating 21 years in business, after its owner turned a childhood dream into a longstanding fixture in the village.

Dolly, owner of Decadence, said she had wanted to run her own fashion boutique since she was 12 years old, spending years training and working in the industry before finally opening her own shop in 2005.

Having studied fashion design at university in Cheltenham, where she even based her final major project on setting up her own business, Dolly eventually found the premises in Knowle that would become Decadence.

Turning a dream into reality

The former television and video repair shop was in a poor state when Dolly first viewed it, requiring three months of renovation before it was ready to open.

The building dates back to 1903, and Dolly was keen to preserve its original character, keeping features including the exposed brickwork and beams.

Decadence opened on November 6, 2005, with a launch party for friends, family and customers, followed by fashion shows and charity events.

From the beginning, Dolly wanted to create a boutique where everyone felt welcome, regardless of their age, background or experience of shopping for clothes.

"I wanted it to be one of those shops that you wouldn't be afraid to walk into," she said.

"I wanted it to be a shop that was very open to people of all ages and really inclusive."

More than just fashion

Today, the business offers more than clothing, with Dolly providing personal styling advice and carrying out alterations herself.

The service is particularly busy during prom and wedding seasons, with Dolly working on hundreds of dresses throughout the year.

She said the alterations service has been vital to keeping the business going, while also helping build relationships with customers who return to the boutique for different occasions.

Some families have been visiting for years, with Dolly helping customers with their daughters' prom dresses before returning for weddings and bridesmaid outfits.

"It's about helping people make them look the most amazing that they possibly can," she said.

"I want people to go out of the shop and think that was amazing.

"I want to come back there and talk about it and tell their friends about it."

21 years on

The past two decades have not been without challenges, with Decadence navigating several recessions, the Covid pandemic and the current cost-of-living crisis.

Dolly described the pandemic as particularly difficult for self-employed business owners, recalling the uncertainty surrounding financial support while shops were forced to close but bills continued.

She also raised concerns about the pressures facing independent retailers today, including rising rents, a lack of footfall and the growth of online shopping.

Despite the challenges, Dolly said she never expected to still be running the business 21 years after initially taking on a five-year lease.

To celebrate the milestone, Decadence is hosting an anniversary party on Saturday, November 7, with customers invited to enjoy drinks and nibbles, alongside special offers on clothing.

Reflecting on the relationships she has built over the years, Dolly said: "I've made so many friends over the years.

"My customers are my friends.

"It's like a family."

She is now encouraging residents to support independent businesses in Knowle, warning that local shops will struggle to survive without the support of their communities.

"People need to stop shopping online and look after their local shops because they won't have any if people don't use the shops," she said.

"I'm a massive believer in keeping it local. You want to live in such a nice area, keep it nice by supporting the shops."