One-size-fits-Bicester | Paula Jane Boutique

Paula’s tiny boutique in Bicester’s town centre is a treasure trove of natural fabrics in colourful colours, bejewelled footwear and characterful accessories.

Interview, portraits and promotional film by Sarah Plater as part of the Mayor’s ‘#SEEBicester – Shop Enjoy Experience’ campaign.

Lizzie Smith is holidaying in Spain soon and she’s looking for light, summery tops to take with her. She’s popped into Paula Jane Boutique, on Bicester’s Sheep Street, for the first time on a recommendation. She soon has five hangers dangling from one hand as her other hand runs down the linen fabric of a patterned kaftan. She plucks the kaftan from the rack and disappears into the store’s tiny changing cupboard. A minute later, she reemerges and walks across to the mirror.

“I love it,” she says, twisting to one side and then the other, “it’s feminine but not fussy. I could dress it up or down, smart or casual. It’s very versatile.”

She notices a bright blue top on her way back to the cupboard, and whisks it up to switch into.

“I’m tall and broad,” she says, “and normally struggle to get anything to fit. But here, everything seems to fit well, even though it’s ‘one size fits all’, which normally excludes me. But what I love most is that the things in here are things that you don’t see everywhere else. It’s not the same high street clothing that everyone else is wearing too.”

The boutique’s owner, Paula, picks out matching accessories for Lizzie to try on, and guides her towards the colours and styles that flatter her.

Lizzie says, “I like that Paula is honest. If you take your new clothes home and your friend asks ‘What on earth are you wearing?!’ you’ll never go back to that shop again. But Paula has given me some good advice today, and she clearly knows her stock well.”

Testing the concept

Bicester-born Paula started the boutique as a pop-up shop in its current location in winter 2015, just to test it out. Two and a half years later, she’s still going strong, and now stocks clothing, footwear, handbags and jewellery.

“The clothing is the most popular,” she says. “My customers like that it’s good quality but reasonably priced, with tops ranging between £16 and £30. Every Thursday I do a live video on my Facebook page to show the latest stock. That has been really popular, and I’m now selling online to customers all over the UK. I even had someone from America who had watched one of the live videos pop in when she was on holiday over here.”

Award nomination

This year, Paula was shortlisted for Business Person of the Year in the Cherwell Business Awards, making it into the final three.

“Being shortlisted meant the world to me – I feel like I’m living my dream. I love being with customers, meeting new people and helping people find outfits that make them look and feel good. I put my heart and soul into the business and make sure the boutique is how I want it to be when I go shopping: never forced, no pressure, just friendly and genuine.

“Even when the shop is shut, I’m still working from home, so you can always message me. I’ll even open up for you on a Sunday if that’s the only day you can do, just let me know.”

“Bigger isn’t always better”

The shop is tiny – about the same size as an average double bedroom – but Paula has used the space well. Accessories and handbags are perched next to the clothes they complement, and glittering sandals step up the full height of one wall.

“I don’t think bigger is always better,” she says, “And because this is a small unit, I’m very picky about what I stock, and I only buy a few of each item. This means that if you come back in a week’s time there’ll be lots new and different things to choose from.”

Meanwhile, Paula totals up Lizzie’s purchases, and hands her the credit card machine for her PIN.

“I’ve got nine different things in this bag,” Lizzie says, “and it’s come to just over £100. That’s an absolute bargain.”

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Interview and portrait by Sarah Plater. Sarah Plater is a qualified professional portrait photographer and published freelance writer. She is the co-author of Foundation Portrait Photography and Mastering Portrait Photography and the writer/editor/publisher of Go To Sleep: Peaceful Thoughts for Anxious Minds. Find out more at sarahplater.com.

For more information about Paula Jane Boutique, visit Paula’s website or Facebook page.

This piece was created for the ‘#SEEBicester – Shop Enjoy Experience’ campaign led by new Mayor, Sean Gaul, to promote and support the town centre.