By choosing sustainable fashion, we not only look good but also contribute to a healthier planet and a more ethical fashion industry. It’s a win-win for everyone!

It is no secret that sustainability is a priority for conscious customers, buyers and retailers alike, and it is vastly growing as we all want to look good but not at a negative cost to our planet!

Some stores and buyers take their commitment to corporate social responsibility seriously, focusing on energy savings, environmental protection, resource efficiency, waste management, and equality in the workplace. They also promote fair trade, support vulnerable groups, support local, practice business ethics, and maintain transparency in their marketing. Dedication to these principles ensures that every purchase with sustainable stores is a step towards a better.

In today’s retail environment, we’re witnessing a significant shift in mindset. Retailers, buyers, and consumers are increasingly focusing on the entire production-to-distribution value chain. This shift is driven by a growing awareness of the environmental and social impact of our purchasing decisions.

As part of their commitment to sustainable practices, they are also more careful about energy consumption and sustainable display options.

These displays are carefully crafted to minimise environmental impact, often using recycled materials or energy-efficient lighting. Retailers are embracing new initiatives to meet sustainability objectives, offering products that generate less waste and carbon dioxide emissions. Their focus is on making a positive social impact and promoting eco-conscious consumption.

“Beautiful South” in Dublin South is a boutique that truly embodies these values. This exceptional boutique not only offers high-quality products and style but also places sustainability at the core of its operation. What truly sets “Beautiful South” apart is its unique collection of brands, its focus on showcasing more Irish designers and sustainable fashion, and its unwavering commitment to providing a boutique experience that is both personal and welcoming. This ensures that every customer can make unique style choices that set them apart from mainstream retail offerings, making them feel valued and special.

1. Grainne, can you tell us the backstory of Beautiful South?

Beautiful South was formed seven years ago. I had worked briefly in a clothing store and, after a career in hospitality, realised I had found my true passion. As a lover of all things fashion, I sensed that Dublin needed a unique women’s boutique with a curated clothing collection with brands no one had seen before. I wanted to showcase more Irish designers and more sustainable fashion. After educating myself on fast fashion and its negative global impact, I wanted brands that did not support slave labour and unsustainable values. I believe very much in the boutique experience – an experience women have enjoyed for centuries. If we all sell online, there will be fewer small independent boutiques, which makes a village, a town – a community.

At Beautiful South, we are dedicated to offering more than just clothes; we provide a personal experience. I designed Beautiful South Boutique so that people feel welcome in a beautiful space when they come in. My colleagues and in-store stylist, Eoin and I, are ready to advise our customers to purchase only items that work for their lifestyle. We also work with women to get them out of their comfort zone and try pieces they may not usually wear, which means something new and different. Nine times out of ten, our customers purchase the recommended item, showing their trust in our advice and the value we bring to their shopping experience.

Beautiful South’s unwavering commitment to responsible purchasing practices is widely recognised. We carefully select the brands we stock, ensuring they align with our sustainability values and offer unique, high-quality products. This commitment is a testament to our dedication to providing our customers with the best shopping experience possible.

So many of my customers return, telling us they wear the items purchased from us often and receive many compliments. My brands are unique, so you won’t see my pieces in the high street or large department stores. It’s our job to help women feel beautiful.

At our Beautiful South Boutique, we are committed to brands that are unique to us. Most of my brands are not available in other retail stores. I don’t believe in trends; I think in classic clothing with some edge. I have a very eclectic collection of brands from Ireland that use Irish fabrics, which are also made in Ireland. I believe it is essential to buy Irish as much as possible. I also have brands from Italy, France, Denmark, Spain, and Korea. I look for brands that are also classic, feminine, masculine, utility, bohemian. I believe in dressing all women; my demographic is over 40, so I also consider all body types, and we strive to have something for everyone. I have been in business for over six years, and my customers still wear pieces they purchased in the early days. The clothes stand the test of time, offering a timeless and unique style that inspires and excites and ensuring that our customers get value for their money.

2. Is sustainability important to you when you are buying?

Sustainable clothing is essential. “Buy less, buy well, and you will have it for a long time.” Because of my demographics, natural fabrics are also necessary, such as how clothes are made, how they fit on the body, the quality of the tailoring, and timeless yet innovative designs. I’m not a massive fan of occasion wear, as I’ve experienced women buying an outfit for an event and wearing it once, only to have it sit in their wardrobe collecting dust. I believe in dressing well every day. Women feel better when they dress better and make an effort. We should only dress for ourselves, not anyone else. I want my clothes to be the future of vintage clothing.

3. Can you tell us about your customers and whether they are essential to them?

Our garments are handcrafted from beautiful, primarily natural fabrics. We always ask our customers how they feel wearing the items, and that is what’s most important. Our clothing is high quality, ethical, and aesthetically attractive, so it stays beautiful.

4. Are buying practices improving?

The buying practice has changed. We no longer see impulse shoppers; our customers are more conscious of buying.

5. You have a tremendously stylish eye for predicting trends and visiting international fashion and trade shows. What trends do you forecast for AW 2024?

For Autumn and Winter, our collection includes rich autumn colours that suit Irish skin: plenty of chocolate brown, copper, forest green, and petrol blues. We have become ultra-feminine, with beautiful full skirts and simple, elegant shapes; we always use block colours and fabrics, wool, silk, cotton, and linen.

6. At Beautiful South, shopping transcends mere transactions. You possess a profound understanding of your customers. Could you elaborate on the unique shopping experience you curate for them?

By immersing myself in the store’s day-to-day operations, I have developed a profound understanding of my customers’ interactions with clients. I make it a point to thoroughly comprehend their unique lifestyles and career paths to better guide them in their clothing selections. Operating a small boutique allows us to engage with our customers one-on-one, enabling us to deliver a personalised shopping experience. Over time, each individual deserves a genuinely exceptional and tailored shopping experience.

One of the most rewarding aspects of my job is observing customers’ reactions as they try on different clothing items. By carefully observing their body language, I can discern when they feel truly comfortable and confident in a particular piece, even if it may not have been their initial choice. It is incredibly satisfying to witness the transformation in their demeanour once they feel great in an outfit they wouldn’t have chosen without my guidance. I am always prepared to offer personalised recommendations and support to ensure customers find the perfect items that reflect their unique style and personality.

7. You are inspiring at showcasing your pieces on social media; how do we find your store?

Beautiful South can be found in the Swan Shopping Centre in Rathmines, Dublin 6 @beautiful.south, or contact 00353-014126691 for a unique, personalised, sustainable shopping boutique experience.

Beautiful South is truly beautiful. A new-age, sustainable, modern luxury boutique in the heart of Dublin city that understands its own environmental and social impact with a passion. This unique, sustainable luxury boutique has gone from strength to strength since its launch seven years ago. It has always been driven and not wavered by its sustainability agenda: the environment, human rights, circular design and quality fashion. Suppose you’re looking for a genuinely unique experience. In that case, this is the store for you- proprietor Grainne and her team engage its customers through an exceptional in-store experience where transparency, sustainability and building meaningful community relationships are the core and essence of its sustainable retail store ” Beautiful South”.

Thank you, Grainne and your entire creative team, for taking the time to interview.