Client Spotlight - The Dressing Room, St Albans

The Dressing Room in St Albans is a multi award-winning boutique mixing well known with niche brands and local designers. The Dressing Room was established in 2005 by buyer and retail expert Deryane Tadd. With 6 Drapers awards to their name, a store visit is highly recommended to experience first-hand the exceptional customer service provided by this highly accredited women's boutique.

The Optimum Level Of Customer Service

You are encouraged to browse at your leisure or opt to receive undivided attention to help bring out your personal style. A Style by Appointment service is available for customers who desire a greater level of personal attention, or you can book The Dressing Room to you and they will bring their expertise to a place of your choice!

With seating areas, magazines and refreshments available in store, weary partners can relax whilst you take your time, exploring and having fun with the collections.

Awards And Recognition

Their hard work and passion was recognised by the industry in November 2006 when they were awarded Best New Business at the Drapers Awards 2006. At the time of writing, The Dressing Room have received 6 Drapers awards including the coveted title of Independent Retailer of the Year 2011. Regularly featured in the top boutiques lists, The Dressing Room has been listed in Vogue, The Telegraph, The Independent, Glamour and Stylist magazine to name but a few.

What the judges said about The Dressing Room: ‘Perfect Customer service mixed with strong business nous partnered by a precisely targeted brand mix has been The Dressing Room’s recipe for success. The passion and skill for the business from both Tadd and her staff is overwhelming and has inspired many others within the sector. Punching well above its weight in national magazine and newspaper coverage, the business has managed market-leading growth at a time when others struggle and is a shining star within its sector. The judges were unanimous in voting The Dressing Room into first place, and saw the business as a great example of how indies can lead the way.’

Deryane was named in the 2011 POWER LIST of the 100 most influential people in the Fashion Industry. Described as a super-stylish blonde with razor sharp business skills, a keen eye for product and an exceptional understanding of her customer, Deryane is one of the most respected independent store owners in the industry. The Dressing Room is the store that every brand wants to get in to.

Style Me Premium Styling Service

The Dressing Rooms Style Me service is a complimentary premium styling service offering a variety of different appointments to suit your style needs. Customers needing a complete wardrobe overhaul or simply wanting to tap into the latest trends can book an appointment and feel fashionably inspired again.

Deryane Tadd scours the world for the latest must-have collections and labels, and premium denim brands sit alongside specialist short-order brands to ensure a fresh experience for shoppers every week.

I highly recommend a visit to the St Albans store and if you can't get there, be sure to visit their online store at

The Dressing Room
6-8 High Street
Saint Albans

Read our case study on The Dressing Room here

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