…… mmmm, 2 of my favourite things and now a new brand created with the older woman in mind.
I blogged last year about the demise of Principles and how the directors were hoping to create a new brand. Well, Mint Velvet is here and here is their story.
Liz, our Brand Director, came up with the idea for Mint Velvet following her own frustration at the lack of glamorous, yet relaxed, clothing for modern women. Liz wanted to create a range that was sexy and comfortable at the same time as being affordable and age suitable. The collection fills a heavy gap in the market for 30 something women who want their dose of fashion, which is relevant to them and their lifestyles. In fact, our customers range from 20s – 60s. The ease of the collection makes it so wearable across the board.
Liz, Jane and Lisa, who are behind Mint Velvet, are amazing, inspirational women to work for. Not only have they created a fabulous brand, but juggle the usual keeping a home, and bringing up young children. They have achieved so much in such a short time, particularly considering the set up was in the midst of the recession, and are truly iconic figures to other women wishing to start up in business. They make work life fun and interesting – everyone who works for Mint Velvet adores the brand and the team. It’s great environment to work in.
The Story So Far…
Mint Velvet is a brand grown from a love and understanding of fashion, and a desire for something new, modern and easy. Mint Velvet was founded by three women from the fashion world, who longed for clothing that reflected their lifestyle – relaxed, yet glamorous. The brand offers women a collection which co-ordinates, is flattering and makes them feel great about themselves. The collection is bought and designed entirely in house, and comes together effortlessly, combining stylish basics with beautiful prints, individual detailing and refined textures and always with Mint Velvet’s “relaxed glamour” ethos at the heart of every decision. Mint Velvet aspires to be different, offering beautiful clothing in a beautiful boutique environment with expert style advice from Mint Velvet’s in-store stylists.
Spring Summer 2010…
…Welcomes a new romantic and more delicate feel to the season. Sheer fabrics and layers, lace trims, lingerie influences and gentle ruffles are the vibe of the summer. Every piece has the signature Mint Velvet touch of easy, layered, styling.
A palette of cosmetic tones and ice-cream hues of mints, peach, nudes and pretty pinks all sit back with soft greys. Hints of sparkle and stud beadwork give an edge to the softness.
Slate Silk Ruffle Dress, £75, Full Sleeve Cardigan, £65, Stone Vintage Lace Pom Pom Scarf, £25′.
Soft smudgy floral dresses are layered with sheer knits, or subtly, crushed and creased, outerwear; a boyfriend jacket, a trench, a gently creased leather jacket or a throw-on summer coat.
Cut and drapery remain key to the Mint Velvet look with clever knots, twists and hook-up detailing. Easy slouchy top and tunic shapes are simply put back with a legging, jean or easy pant for an elegant, feminine and effortless look.
Floral Dress, £85 
More about us…
Mint Velvet is available across the country in House of Fraser and selected Fenwick stores, online at www.mintvelvet.co.uk and in our boutique stores in Chichester and Windsor, with more openings planned for the New Year.
AND BEST OF ALL – THERE IS A SPECIAL DISCOUNT TO FEEL FAB AT 50 READERS .

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