The Founder Of Anne-Louise Boutique On The Importance Of The Customer

In the third episode of How Brands Grow, our YouTube series that spotlights our incredible network of independent fashion businesses, SilkFred CEO Emma Watkinson chats to Anne-Louise Dempsey, founder of Anne-Louise Boutique.  

Since its launch in 2019, the brand has specialised timeless, feminine styles that combine comfort and affordability, with a focus on dresses in floral prints and pastel shades. Working alongside her mum, Anne-Louise has established the brand as the go-to place for elegant-yet-wearable pieces for the modern woman, and the business now counts Amanda Holden among its loyal fans.

Anne-Louise Boutique has worked with SilkFred since 2020, a partnership that has helped to grow the brand’s ever-expanding customer base. Popular pieces include their collection of pussybow blouses and the bestselling Bluebella dress (hello, gorgeous details!)

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Prior to 2019, the corporate world beckoned and Anne-Louise spent much of her early career working in insurance. However, since her teenage years, this savvy entrepreneur has always had an eye for fashion and design. Aged 16, Anne-Louise worked at Debenhams and Oasis, an experience that made her keenly aware of the relationship between customer and brand. Reflecting on this formative time, Anne-Louise recalls that, “I learned a lot from that… What people would like to see each season. You really learn a lot.”

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On opening in 2019, the Anne-Louise Boutique stocked wholesale pieces and exclusively partnered with other brands. However, Anne-Louise discovered that the items sold through the boutique did not impress her as a customer: “The quality and sizing [of the wholesale stock] was pretty much not what I wanted to buy.” It was this realisation that fuelled her decision to design her own timeless, wearable and affordable pieces.

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Aiming to sell versatile items that would help her customers look and feel amazing, Anne-Louise transitioned from stocking other brands to creating her own pieces.  Finding the right suppliers was instrumental to the success of the brand. Here,  Anne-Louise explains that she needed to work with a team that would help the brand “put our heart and souls into the designs”. After many months of finalising ideas and contacting suppliers, Anne-Louise Boutique launched their first collection in December 2019. From there, the brand has flourished and you can check out their latest outfits here.

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