Design: Rebecca Hughes Interiors
Opening date: March 2018
Store size: 47 sq m
Luxury clothing retailer Beulah London has opened a new flagship store on Elizabeth Street in Belgravia. Beulah London collaborated with Rebecca Hughes Interiors on the interior design of the store, which is situated across 47 sq m of the ground floor. The concept takes inspiration from the roots of the Beulah brand in India, evoking the beauty of the country and culture. The concept has been created so that it can be updated each season, for example, the soft furnishing and lampshades have been produced in Beulah’s current SS18 fabrics and will be updated for Autumn/Winter and so on.
'Natasha and Lavinia got in touch to say that they wanted to create a store that was reflective of the brand and it’s story, whilst also creating a feminine, luxurious space where one could feel elegant and at ease. I absolutely love the location of the flagship store – Elizabeth Street is so iconic and I really wanted the facade itself to sit well amongst the other brands,' says Rebecca Hughes, founder of Rebecca Hughes Interiors.
The Beulah London brand was founded in 2010 after the co-founders embarked on a volunteer mission to Delhi. The company is a 100 per cent ethical brand and set up the Beulah London Trust in 2013, to help reintegrate women back into society who have been victims of human trafficking and the sex trade, and provide them with a sustainable livelihood. Beulah's vision is that each and every product will support and empower women. Products in the store have been handpainted and embroidered in India and every purchase directly contributes to funding the charitable Beulah Trust.
'The fabrics and the design of the store have Indian roots, and I wanted to allude to that Indian heritage but still give it an English twist. It was my aim to create an aesthetic that was luxurious but also had the intimate feel of a home. I hope the store sits somewhere between a dressing room and bedroom. I wanted the customers to obviously love what they see, but also feel comfortable enough to begin to imagine how the clothes might look in their own homes, in their own wardrobes, etc,' says Hughes.
Rebecca Hughes Interiors has also collaborated with Beulah to produce a homeware collection; cushions, upholstered footstools, etc in the classic Beulah prints. 'We used a soft pink palette throughout the store. It is echoed on the ottoman and the curtains as well as the walls itself and has a feminine feel whilst creating a canvas for the clothes and their prints to shine,' explains Hughes.
A TV showcases the work of the charity, and is another way of emphasising that this is more than just an elegant product or fashion label. This is an ethical business not only creating beautiful clothes but also helping individuals in the wider world around them.
Photography: Margarita Karenko