Our "Spotlight On..." series allows us to introduce you to the creative, intelligent and all-round brilliant women who inspire us. Everyone one of them is a #lilyandlionelgirl.
Deryane Tadd is the owner and founder of multi award winning Independent retailer The Dressing Room, one of Lily and Lionel's ky stockists. Having worked in the retail fashion industry for over 25 years, she started her career on the shop floor for high street brands, then moving on to store management, Operations and Buying, before launching The Dressing Room in 2005. Deryane lives in St Albans with her husband Chris, 16 month old son Leo and diva daschund, Coco.
Tell us about The Dressing Room and how it came to be?
It all came around after a long career in fashion retail and there was a crossroads in my career so I decided to do something for myself, which is when I came up with The Dressing Room. It’s all about an emporium of affordable to aspirational fashion – I wanted to create an environment that people were really excited to come into, that they just wanted to walk out with that Dressing Room bag; it didn’t matter what they bought, whether they spent twenty pounds or two hundred pounds, they were simply just excited to come away with something from here. So that is when the Dressing Room was born, and then I just set about finding that unique mix of brands, and it’s developed hugely. Since I set out in 2005, the brand mix has really evolved, it’s vast now, but still true to my original ethos of affordable to aspirational product. I love finding things that you wouldn’t see everywhere else, that's what is important to ensure we stand out from the crowd.
How did you discover Lily and Lionel, and what do you love most about the brand?
Alice approached me very early in the start-up of Lily and Lionel, within the first year, when the core product was scarves. She came along to see me and took me through a selection of scarves, and it just felt right for us. Being a British brand, offering something that’s quite unique with the in-house prints, and being run by women for women as well is always a good thing. We’ve been working together ever since.
You always have exclusives from us. What goes into your decision when choosing them?
We love the Lily and Lionel collections, and for me it’s always about adding something a little extra to them. So it’s about creating something that I know our customers will love, but that’s also more exclusive and can’t be found elsewhere. I always work together with the design team at Lily and Lionel to bring something that sits alongside the seasonal collection, but also feels completely ‘Dressing Room’ as well.
Tell us about your exclusives this season?
This season we have the beautiful silk Maddox shirt in grey with a nude leopard print running through it which is stunning. They’re our signature colours and the Maddox is a best-selling shape for us (I just love the balloon sleeve!) so I just wanted to bring that together in an exclusive blouse and it’s perfect. Then we’ve got the Frankie shirt, another best-selling style for us, along with leopard print in general. So we just thought a real strong red leopard was perfect for our customers and this time of year, and then teaming that with the same print in the beautiful Lottie skirt is just a no-brainer - it works so well.
Three items in your wardrobe you can’t live without?
Definitely a pair of J Brand Alana high-rise jeans, preferably with some sort of abrasion or rip. A silk blouse, just like the Maddox from Lily and Lionel, and a pair of Ash boots.
What’s the ‘throw-on-and-go’ outfit choice you reach for most?
At the moment it would be a midi dress with a pair of trainers and a leather jacket.
For those visiting St. Albans, what’s the perfect day’s plans?
Start with breakfast at Hatch (avocado on toast), and then have a styling appointment booked at The Dressing Room. Pick up a bunch of flowers from The Flower Box, wander over to Dylan’s for lunch before wandering down to The Odyssey for an afternoon film with a glass of prosecco and then finish off at Sopwell House Spa. That sounds pretty perfect to me!
What are your styling appointments at The Dressing Room?
So it’s quite unique – everybody that works at The Dressing Room is trained by me to be a stylist, so we can style people from head to toe should they want us to - a service that is available both in store and online. So, whether you’re coming in for the perfect top or a complete wardrobe overhaul, we will all find what you’re looking for and make it unique to your personal style. You can simply walk in and get the one to one treatment or you can book a dedicated slot through our Style Me page online for an instore or online styling appointment.