Ad Campaigns autumn/Winter 2010,  fashion,  High street,  mommy's,  shopping,  style,  Vintage

White Stuff is the right stuff – Birmingham store official launch party.

Friday saw the official launch of  the Yummy mummies fave store ‘White Stuff’ in Birmingham, and Fashion-Mommy is pleased to say that the store exceeds all expectations.

The store, in Cannongate, Birmingham, actually opened on the 22nd October, but Friday was a celebration day for the new store, with competitions, special guests and great discounts in store. In addition, a special customised routemaster bus was in Victoria Square, delighting both parents and children with its special ball pit and play area.

The official opening of the store took place at 1.00pm. The ribbon was cut by Maxine, a longtime volunteer from the Birmingham PHAB project. PHAB is an organisation that supports the integration of physically disabled and able-bodied youngsters in a variety of activities, and is the chosen charity of White Stuff, Birmingham. Maxine described White Stuff to me as ‘a clothes shop that cares about people’ and was very pleased to be associated with the store and its staff.

There were lots of things to tempt you into the amazing new store, aside from the obviously superb range of clothing. Representatives from beauty range Clarins were offering neck and hand massages and mini facials.  Kate Gover from Lahloo tea was on hand making cups of her delicious tea and offering cakes and snacks to customers as they browsed through the store. There was a cake baking competition which was judged by the  Mayor and Mayoress of Birmingham. In addition, staff were handing out vouchers for 10% discount in the store that are valid for use until December. The launch had a cool, grown up but quirky feel to it, that tied in so well with the beautiful, quirky store.

Kate Gover from Lahloo tea.
Some of the entries in the cake competition

So, what of the store itself? Well, I was taken for a guided tour of the new store by Hannah and Becky, part of the White Stuff team, who pointed out all the unusual details that are incorporated into the new store and make it so special.  The store is full of retro pieces of furniture and display areas that catch the eye. I was drawn to the vintage store mannequins, and also to the display of old 45s that were displayed on the first floor. The stairs have individually sourced antique tiles on them, whilst the lift is a tribute to all the bad taste paintings that took pride of place in many homes in the 1970’s. My eyes were also drawn to the amazing retro wall coverings that were also a reminder of the decade of Kipper ties and flares.

What an amazing lift - did your grandparents have this painting in the 1970's?

The first floor of the store has a beautiful range of scarves and knitted sock and tights that would make great Christmas presents. Birmingham is one of only nine stores in the Country that currently stocks the ‘So glad and very’ range, a range that included a stunning pompom cardigan called the Dekota knit  that I fell in love with.


The amazing Dekota Knit

The amazing changing rooms also add to the overall shopping experience. Your friends can sit and wait for you on pull down old cinema seats. There is an individual chalkboard outside each changing room where you can write the name of the occupier on. Inside each changing room, a vest and leggings are left in case you need to put something under your chosen piece of clothing. Every minor detail is thought of, to make your shopping experience leisurely. Frankly, Fashion-Mommy is in love with this store.

I spoke to Hannah and Becky from White Stuff about the store, asking them to describe White Stuff for people who are unfamiliar with the store and its clothing range. They told me that White Stuff sells lovely clothes for lovely people, good high quality items with individual details like pretty buttons and intricate stitching. However, the clothes are also stylishly practical, catering for the yummy mummy. I couldn’t agree more. White Stuff sells beautiful, wearable basics, jeans, dresses and knitwear. It is strong on style putting a new spin on classics, but also having a boho vine in its prints and textures.

If you haven’t visited the store yet, then look out for the new Christmas theme in its window displays. The Christmas theme is ‘Once upon a White Stuff…’ a spin on the Brothers Grimm fairytale theme. This will be definitely worth a look!


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