A colourful thread in Reigate’s tapestry, Gracies has been a pre-loved dress agency for over 45 years. Situated on the triangle of Lesbourne Road, formerly the local post office depo, it has been a destination for Reigate’s best dressed shoppers for three generations under the stylish curation of owner Jeanine Boobyer.
I had the pleasure of catching up with Jeanine, ahead of the much anticipated event today, for a tailor-made chat all about sustainability, style and how Gracies has evolved over the years.
So, where did your interest in clothes and fashion begin?
My rite of passage began in the 80’s, and New-Romantic/New-Wave are my influences. Being in South Africa, we were always a season behind – we were excluded in that sense. We absorbed everything from London and I bought magazines to see what people were wearing. I wanted to be different to everybody else, so I would make my own clothing - often to wear to the club that same night! You’d have to use safety pins to hold it together, but that actually worked well in the post-punk era.
When did you tie-the-knot with Gracies?
I came over to England in the 90’s. Before that, I studied fashion design, and had my own children’s label. I’ve now owned Gracies for fifteen years. I used to sell through the previous owner, and when she left, she offered Gracies to me. It was an easy progression, and I jumped at the chance. I’d had my own shop before, and this was an already established business. It just felt right.
I was going to rename the shop ‘Edit/Find,’ but I overheard someone on the phone saying ‘I’m outside the Grace Dress Agency.’ I realised that the shop had to be called Gracies – people have grown up with this dress agency, and I think it is a lovely nod to its history, present and future.
What do you think your customers feel when they come to Gracies, as opposed to going online?
People have always appreciated trying things on, seeing how it makes them feel, and getting honest opinions. There is an energy when we are interacting with each other during the shopping experience. Whilst you may be panning for gold in charity shops, I have edited what I know to be cool, wearable pieces - eclectic yet curated. Gracies offers an exciting experience, with its range of labels and styles on the rails, and my customers, new and regular, are in safe hands. Everything is not made to one mould, as in typical shops, but the clothing brands are all quality labels, at an affordable price point.
Pre-loved shops have really come into their own since Covid, when we were all stuck at home in our pyjamas. The lockdowns forced us to shop online, but afterwards people wanted to revisit the energy and interaction that comes from entering an real clothes shop. A younger demographic have discovered the joys of buying sustainably and fashionably in person, and investing in a considered purchase that are going to last.
Sustainability is a core value of Gracies. Have you noticed a shift towards people buying sustainable fashion?
Sustainable is a new word we are using now, but these shops have always been around, and this has always been a main part of the uniqueness of Gracies business. The magic happens in that special place where people want good quality clothing, but there are budget-constraints. There is more of an awareness around shopping sustainably because of the ecological crisis, and this in turn may have made it ‘cooler.’ But pre-loved clothing is not a new thing. Like everything in fashion, it is cyclical. In a cost-of-living crisis, people know that quality over quantity is better for the planet and their wallet. Instead of saying ‘I am only going to buy pre-loved this year’, just make it a thing you do. It then becomes second-nature.
What would you say to people who feel overwhelmed by the constantly changing fashion trends, especially in the digital age where the market is over-saturated?
For me, style is your personality. It is how you express yourself in what you wear. Gracies is a combination of what I like, what I know has worked well before, and what is on trend - but it is not about being consumed by what is ‘in’. My advice would be to put the phone down and discover what you like. Style is very personal: you can tap into trends, while putting your own spin on it. Go into charity shops, go into nearly-news, and try things on as a tester. See what works for you: if you like a particular label or cut, you can explore that more. If you come in and you like a certain coat, but it isn’t your size, we can find something else that works for your shape. Be confident. Remember fashion is only people’s individual opinions and tastes.
Does Gracies have any plans for the future?
There are more pre-loved sellers around, and I host these sellers as pop-up shops. I’m a big believer in women helping women in business. This will continue to be a more constant part of Gracies. I am also going to be having two full day events: one in summer and one in winter. These events always have a lovely relaxed atmosphere.
My final question: what are people seeking out this winter?
Knitwear – especially that which has been handmade – is a go-to item. I currently have hand-knitted gloves in store, made by a local brand. It adds that personal touch!
A huge thank you to Jeanine for sharing all the feathers in her cap with us. Remember: second-hand, second-nature!
Gracies Dress Agency is hosting their winter event today, from 11am to 7pm. Expect Christmas sparkles, new jewellery and accessories, nibbles and bubbly!