JIGSAW

Belle Robinson, owner

DNA Launched in 1971 by John Robinson, it’s embedded with a wholesomeness that comes from its easy-to-wear, breezy, personality-filled clothes.

BEST FOR Tactile fabrics, playful prints and bold colours.

Jigsaw’s elegantly dishevelled look has had legions of fans since it was founded three and a half decades ago by John Robinson. His co-worker and now wife, Belle, says, “Shopping for clothes can be frightening for women. Many stores are intimidating and leave you feeling awful. Jigsaw has always been about celebrating the individual and encouraging women not to be a copycat of anyone else.”

Jigsaw’s gentle boho aesthetic appeals to stylish women in their thirties to fifties – women who embrace colour and pattern and are prepared to pay a premium for something with a bit of personality. As a former model, Robinson is staunchly against clothes made for “toothpicks” and takes seriously her responsibility to create clothes for women with real lives. While other chains chase ever-changing and throwaway trends, Jigsaw focuses on classy classics.

Britain’s high street can seem bland, with town centres from Cheltenham to Chorley occupied by the same stores. But Jigsaw has always sought to stand out from the crowd, and was investing in the retail experience long before everyone else had twigged that this was a way to keep people in store. As Robinson says, “Who wants to shop in another white box with endless chrome railings? You feel like you could be anywhere.”

Jigsaw went through a mumsy patch in the Nineties and the Robinsons could have stayed content with producing easy, undemanding dresses and knitwear. But, in 2006, the Robinsons decided on a brave brand overhaul, helmed first by Louise Trotter, now by Robinson herself with Tess Richards. The brand has sharpened up: it’s kept its sumptuous fabrics and rich colours, but now silhouettes are more structured, shapes are cleaner and the impression is of a brand moving forward as shoppers change how they spend.

REISS

Andy Rogers, brand director

DNA Launched as a menswear brand in 1971 by David Reiss, it’s found its niche recently with sleek separates for women and men’s tailoring.

BEST FOR Chic cocktail dresses, smart workwear and cool jeans.

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