Box Edit Boutique

Helen and Ashley met at NCT Penarth when they were both pregnant, Ashley was new-to-South Wales and Helen had just returned from living away in London, and both with a huge amount of fashion industry experience between them. After they got chatting one day, Helen and Ashley discovered they had so much in common that it was almost spooky!

Now both settled in the Vale, they knew that they had everything that they needed on their doorstep, except for sustainable shopping options. They were tired of trekking to Cardiff for independent and conscious design, especially with toddlers and pushchairs in tow. Plus, they could see that Barry has been starting to attract a new demographic over the last few years, who also had the disposable income to spend on stylish, sustainable clothing. After finding a gap in the market, they decided to fill it themselves. Box Edit Boutique was born!

As well as wanting to provide an alternative to fast fashion, Helen & Ashley wanted to give a platform to up-and-coming designers. After spending 18 months preparing to open Box Edit Boutique, lockdown restrictions kept Helen & Ashley on their toes and they had to pivot from their plans of being a bricks-and-mortar boutique to an eCommerce business incredibly quickly. There was a whirlwind of activity here at Masons when they made the decision to launch their online shop and they took over our Business Lounge. It became a whole family affair with their husbands helping out with steaming, stock taking and showing off items of clothing over Zoom!

Although COVID-19 has dramatically changed their timelines and their initial plans to just serve Barry and the Vale. By bringing forward their plans to launch their online presence, it has meant that they have been able to extend their reach so much further.

Taking Barry and the Vale by storm, Box Edit Boutique has already been featured in the likes of Cardiff Life and by some of Cardiff’s most prominent fashion bloggers. So, we’re sure the only way from here is up!