32 The Guild is a womenswear and lifestyle independent owned by former footwear designer Zoie Walker. Drapers hears about her pivot into the world of retail.
Zoie Walker, owner of independent store 32 The Guild in Northampton
Zoie Walker, owner of independent store 32 The Guild in Northampton
Independent 32 The Guild is located on Guildhall Road in Northampton's Cultural Quarter. Owner Zoie Walker opened the store, which sells womenswear, footwear and lifestyle products such as candles, beauty, and men's skincare and fragrance, in May 2013.
Its brand offer is a mix of premium and contemporary, and includes well-known favourites such as Samsøe Samsøe, Bella Freud and Rains. In 2017, it was named Lifestyle Independent of the Year at the Drapers Independents Awards.
Walker's professional background is in footwear design. She graduated from Goldsmiths in 1996, and Cordwainers at the London College of Fashion in 2000. Her husband is also a footwear designer, and his father and grandfather had shoe factories.
It is unsurprising, then, that 32 The Guild has an emphasis on contemporary and cool footwear brands such as Veja trainers, Arizona Love's signature ribbon-detailed sandals and chunky boots by Grenson.
Walker lives in Northampton with her husband and two children, aged 13 and 15.
Drapers: What’s the first thing you do when you get up in the morning?
Walker: The first thing I do is coffee, always coffee.
What’s your coffee order?
What was your first job?
It was a Saturday job selling shoes. I wanted to earn my own money as soon as possible.
How did you start your career in fashion?
I studied for a degree in fashion textiles at Goldsmiths, University of London [in New Cross, south-east London], and then went on to Cordwainers college in Hackney to learn how to design and make shoes for a further two years. I then freelanced in footwear and accessories design.
How would you describe 32 The Guild in one sentence?
An ever-evolving curation of beautiful fashion, footwear and lifestyle pieces for women with impeccable taste.
What made you take the leap from footwear design to running an independent store?
Running my store is just as creative, from researching brands and trends to curating the shop floor and website. I find it equally if not more rewarding. The main differences are that I determine the buying strategy.
How did you prepare for peak trading this year?
We were planning Christmas for many months. We looked at past bestsellers, researched contemporary gifting, and also considered what we'd like to give and receive personally as gifts. Our stand out bestseller was fragrance, for both men and women [Walker stocks scents brands including Cray-on, £75; Molecule 01, £95; AN Other, £75; Malin & Goetz, £75]. It always makes the perfect indulgent gift.
We also sold a lot of cashmere accessories, hats, gloves and scarves [brands stocked include Toasties shearling gloves, £100; Organic Basics scarves, £144; Jumper 1234 cashmere beanies, £50].
Extravagant items also flew out of the store for gifting – cashmere jumpers [including by Bella Freud, £420; Jumper 1234, £185], silk pyjamas [by More Joy by Christopher Kane, £395] and luxury footwear were popular [brands stocked include Isabel Marant boots, £570].
What do you think the fashion industry can learn from Covid-19?
Covid has made us all learn that the unpredictable can happen. The fashion industry cannot be complacent. We must all be looking at ways of evolving.
What has been your most memorable customer moment?
There was an occasion where a very famous England rugby player was struggling to try on a shirt, and came out of the fitting rooms and onto the shop floor half naked. The shop was full of women at the time. There have been worse sights... [32 The Guild stocked both men's and womenswear when it first opened but stopped in 2016 to focus on womenswear].
Where is your favourite place to shop?
I love Liberty. It's been my favourite store since I was younger.
Last fashion purchase? Why did it catch your eye?
A cashmere loungewear set from the shop, by Jumper 1234. It's the ultimate in cosy luxury and was just what I was longing for after the clocks went back and the nights crept in.
32 The Guild focuses on women's fashion and footwear, images @studiogently
32 The Guild focuses on women's fashion and footwear, images @studiogently
Most important lesson you’ve learned during your career?
Don't dwell on mistakes. Learn from them and move on.
What’s the last book you read?
More Than a Woman by Caitlin Moran.
Who in the fashion/retail industry inspires you?
Iris Apfel. Amazing [US fashion designer and businesswoman who recently celebrated her 100th birthday] – the energy, the dynamism, and sense of self.
The shoe collection at 32 The Guild, images @studiogently
The shoe collection at 32 The Guild, images @studiogently
What one piece of advice would you give your younger self?
Don't worry about what others think of you.
What are you looking forward to most in the year ahead?
I am looking forward to life resuming – meeting up with family and friends who have been missed during Covid. And the continued success and growth of 32 The Guild. It feels like an exciting time here.
Tags Drapers independent footwear independents My Fashion Life womenswear
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