A few weeks ago I was invited to take a look around a rather special new store. Ugg Australia was just about to launch a new, stand alone store in Birmingham, and I was offered the opportunity to take a little look around before the official opening. The idea of being let loose in a shop chocked full with shoes and boots was just to good to turn down, so, battling sinusitis, I made a trip to the new store…and it was well worth the visit.
I think we all have a pre-conceived notion of what we will find in an Ugg Store. Ugg boots are a modern phenomenon, the snuggly, cuddly boots that all the celebs wear during their downtime, that are beloved of mothers on the school run (guilty as charged in winter,) and seem to be the natural partner to skinny jeans. They may not be the prettiest boot in the world, but they are definitely the most popular. Basically -what you see is what you get – neutral coloured comfy snowboots, no riddles, no bells, no buzzers, and certainly no glamour…or so I thought.
The reality is that those comfy boots are only half of the Ugg story. Stepping inside the new store I was stunned at the variety of styles available, and at how utterly gorgeous and glamorous the styles were. The complete Ugg collection is full of fashion forward boots and shoes that include heeled ankle boots, shoeboots and New York influenced, 1970s style, knee high boots. Colours are varied, and some of the designs include some serious hardward, with studs and buckles prevelant across the collections. This is still Ugg, the sheepskin is still there, even in the new designs. Put your feet into the shoes and boots and your toes are cushioned in the lushness of the wool, it’s just that only you will know this, the boots are that stylish.
Of course, the beauty of the new Ugg store is that you get the chance to view the whole range. That includes the traditional Uggs, now in a mouthwatering array of bright colours. There are also the fabulous accessories, the gloves that are a must have for all due to that super soft lining, and the handbags and purses that come in a variety of highly covetable designs.
My ‘kid in a sweet shop mentality’ was pushed to the limit in this store, and no more so than when I was told I could pick a pair of boots to take home. How exactly do you choose from so much gorgeousness? It was a tough job, but eventually I chose a pair I feel in love with, tan leather with a wedge heel and side zip. Just perfect!
With thanks to Emma Roberts of Bullring and Holly Blake of Focus PR for the invitation.