Last night I spent the night in a Jack Wills store in Covent Garden. While this may not seem all that exciting it was an exclusive Elle Insider event where the drink were flowing, food was plenty, Creative Director Richard Nicoll was mingling, DJ Blonde Ambition was playing, monogramming was complimentary and goodies were all over the place. I, and two other friends all went and had a brilliant time.
I think it’s important for me to say right from the beginning that I have never shopped in Jack Wills before but this event sounded like fun and I love what Richard Nicoll and Sweaty Betty have done together (when will that go on sale?!). I was curious and the day after, very glad I went to see for myself what Richard Nicoll as Creative Director has done for his first season.
The predominant colours were navy and red (though of course you had the Jack Wills pink) – both of which I love. If I was ever to assign clothing emotions, I would assign these with happiness. The clothes looked happy but they take Jack Wills’ traditional preppiness and make it more accessible to people who don’t necessarily go for the preppy look (I am talking about me here). As I wondered about the store looking at the collection and picturing myself in the clothes, there was one thing which stood out for me.
I may have left with that lovely skirt and I may be wearing it today.
Whenever I do go to events like this, customers are spoilt – there are goody bags and drinks – yes Jack Wills took this to another level. Part of Richard Nicholl’s collection is an element of individuality through pin badges and monogramming and iron-on patches. Every person was given three complimentary pin badges to take away with them (I may be wearing one today) and staff were extremely generous. When one of my friends lost one of hers in the store they were more than happy to give her a replacement. We all also received a £20 off voucher towards any purchase on the night, and of course the goody bag.
Sadly the Q&A with Richard Nicoll was so packed I couldn’t see anything and drifted back to the clothes. I also wasn’t able to get anything monogrammed, even though it was complimentary. By the time I headed to the relevant area in the store it was too late – they monogrammers (is that a job title?) had such a backlog that they weren’t able to take any more orders until much later in the evening.
But this didn’t spoil my enjoyment because it was a really lovely evening and a fun way to catch up with friends over a drink and some shopping. Thanks Elle and Jack Wills!