Inside the new Holland Cooper store where you can shop for Kate Middleton’s coat and Amanda Holden’s rubber boots
Jade Holland Cooper’s first booth was a small tent at the Badminton Horse Trials. She roped her friend Ollie Locke, still unknown before he rose to fame on Made in Chelsea, to help him sell her tweed skirts.
She had just dropped out of Royal Agricultural College, deciding to go into fashion, re-cutting and redesigning classic country tweed into something people who love clothes would actually wear.
A photo from this day shows a radiant Jade alongside her very first collection, sporting one of her own designs.
Fast forward 13 years and a smiling Jade welcomes me to her very first boutique, dressed from head to toe with her own brand, including boots from her new shoe collection. This little badminton stand is now a multi-million point business, Jade is one of the biggest supporters of British wool and tweed, oh and Catherine the Duchess of Cambridge wears her designs.
READ MORE: Jade Holland Cooper wears ‘prominent’ dress for Princess Diana’s niece’s wedding
It’s a good time to pinch for the 35-year-old as she points out that there are still tweed skirts, based on the original models, on sale in the boutique which is easily one of the most stylish in the world. county. All the dark walls and antique enclosures, it even smells elegant, and every detail has been chosen by Jade especially for the Dowdeswell Park site, just outside of Charlton Kings.
“On that first stand, we had eight things,” she said. “It was skirts, just a product, so to see it come together, it was quite emotional. You see it in your head and now it’s reality. To be able to show everyone that it’s amazing, it’s amazing for the customers, for the wholesalers and for the team. With the new line of shoes and our bags, we can now dress people from top to bottom. “
As she talks to one of her first VIP clients about the features of one of her new designs, a 1960s-style cape coat, her team shows me around. There’s a new ski collection, with a ski suit that wouldn’t look out of place in a Bond movie, the technical equestrian gear worn by Olympic champions Laura Collect, Carl Hester and Charlotte Dujardin and loads of soft and luxurious knitwear. The boot room is full of wellington boots seen on celebrities like Amanda Holden, fleece-lined garden clogs that sold out almost immediately online, and a new line of Little HC mini wellies.
Lockdown has seen the brand grow, with new limited edition collections, sportswear and accessories.
Then there’s the couture, these trench coats in every type of tweed imaginable from soft pink or the collaboration with influential megastar Victoria Magrath aka In the frown to this beautiful traditional tartan worn by HRH The Duchess of Cambridge at an event in Edinburgh earlier this year.
This moment is still in Jade’s memory, Kate was first spotted in a bespoke blazer, and then this photo of her arriving at a movie screening in a Land Rover owned by the Duke of Edinburgh went viral.
She said: “My phone kept ringing, then the website went crazy. It was epic. The stitching on the coat is coming up everywhere. I had no idea there was such a follow up for what it wears. Our sales in the US increased about 14% overnight. ”
Another new line is Mini HC, inspired by Jade’s young daughter, Saphaia, who arrives at the store for a hug with mom before lunch, as she bounces the smiling baby on her hip as she explains how she doesn’t. never bother seeing people wearing her designs. And by the way.
“It’s not something that stops being exciting, it’s a wonderful feeling,” she said. “We just returned from Horse of the Year and it was so busy. You forget because we’ve been gone for a year and although the brand has grown during that time it’s amazing to see so many people wearing Holland Cooper. “
And the rest? Because Jade is one of those people who is always looking to the future. Little HC has new lines, there’s ski wear and a collaboration with another Olympic equestrian star on the way and hopefully a return to her favorite event, the Cheltenham Festival.
“After we are done Christmas, I would just like a year without covid,” she said. “A real Cheltenham festival, new bags and a shoe collection. Then there’s menswear and tailoring.”
With that, she went to welcome more customers and make sure everything was perfect.
Holland Cooper Shop, Cotswold House, The Barlands, London Road, Charlton Kings, Cheltenham GL52 6UT
Wed-Sat 10 a.m. – 6 p.m.
Sunday – 11 am-5pm
For more information, please visit www.hollandcooper.com or call 01608658063