11 Apr 2025
She’s the queen of couture, the doyenne of design and the city’s undisputed style-setter – this month The Dressing Room founder Deryane Tadd celebrates 20 years of the business that made her name.
Since first opening its doors at 12 Holywell Hill on May 11 2005, The Dressing Room has become a cornerstone of independent fashion retail in St Albans and across the UK.
In the following years, which saw the boutique relocate to its current home at 6-8 High Street in August 2006, The Dressing Room has gained a reputation for its carefully curated selection of leading brands including Essentiel Antwerp, Ganni, Rails and Ba&sh, alongside an array of emerging labels.
Deryane said: “When I launched The Dressing Room, my vision was to create a space where customers felt inspired and confident in their style choices. It’s been an incredible 20 years, and I’m so grateful for the amazing community of customers, brands, designers, and team who have supported me along the way.”
She came from a retail background prior to opening her own business: “I built up my career on the shopfloor from sales assistant through to store and area management for companies like Warehouse, LK Bennet with my most memorable role being operations and buying director for French Connection Franchises from 1997 – 2004. This gave me a great grounding for starting on my own and my boss there was a great mentor.”
The fashion world must have been a very different place when she opened – does she remember any of The Dressing Room’s first stock lines?
“It was a much slower pace back in 2005 and less competitive as online retail was only just in its infancy and social media as we now know it was non-existent.
“The store opened with just a handful of brands, mainly French brand Antik Batik, UK based Great Plains, Citizens of Humanity denim and a few accessories.”
As time progressed, The Dressing Room began to establish a reputation for itself beyond St Albans, and was subsequently listed in the top 50 boutiques in the Sunday Telegraph’s Stella Magazine 2019, Glamour magazine’s top 50 boutiques and Stylist Magazine’s best 50 boutiques as well as winning multiple industry awards including being peer voted as the UK’s no.1 most Inspiring Independent Fashion retailer.
So when did Deryane realise just how influential The Dressing Room had become? Was it when they started winning awards and gaining national media coverage or before that?
“I always had confidence in my business plan and vision for The Dressing Room and knew that the first small store was going to be a stepping stone to bigger things.
“Relocating to the High Street location after 18 months was a big move forward and then winning our first industry award for best new business in 2006 was a way of putting the business on the map in terms of industry profile.
From then on the business gained momentum and became more and more influential within the industry.”
She said the landscape within the fashion retail industry has evolved almost beyond recognition from the situation 20 years ago.
“Online retail has changed the marketplace completely and social media gives us access to reach our customers whenever and wherever. It is certainly harder and much more intense than 20 years ago, but that also comes with a growing business and the challenges that have been part of that along the way. However, there are so many positives to gain from the evolution of retail and I thrive on change which is why The Dressing Room has continued to be successful over the years.”
So if she was to pick three items you’ve sold over the past two decades which have stood the test of time, what would they be?
“Denim. Our denim is made to last and despite fit changes over the years, a great high rise cigarette leg jean will always stand the test of time.
“Silk shirts from brands such as Dea Kudibal and Hale Bob – these are wardrobe classics that don’t date.
“Day Birger et Mikkelsen Gabardine suiting. Always stylish and chic.”
And on the other side of the coin, was there ever an occasion when she thought something would be on trend and then it inexplicably wasn’t?
“Great question! I wouldn’t say I’ve never got it wrong but there isn’t anything that sticks in my mind that completely bombed.
“However, when looking back at our team pictures throughout the 20 years we have all had some interesting hairstyles and looks that haven’t particularly stood the test of time! The low-rise jean with the chunky belt circa 2005/2006 is one that I’d rather not revisit anytime soon but at the time we couldn’t get enough of them!”
The Dressing Room’s social media posts are famous for encouraging customers to “style back” their looks with various outfits and accessories – is this an expression she put into common usage?
“Ha ha, I think I might have done. A few people have asked me about this phrase, I don’t know where or why I came up with it but it is just a natural way of speaking for me!”
So where does she see the business in another 20 years?
“I hope to still be at the top of my game in terms of retail and fashion and hope that I am still able to enable my team to have great and rewarding careers in retail and ecommerce.”
To mark its milestone anniversary, The Dressing Room will be hosting a series of celebratory events throughout 2025, including exclusive in-store experiences, styling sessions, and a much-anticipated fashion show at St Albans Museum + Gallery on May 11.
The boutique has even collaborated with British perfume brand Ampersand Fragrances to create an exclusive scent, Èdition 20 to embody the essence of the brand.
The Dressing Room is a member of the British Independent Retailers Association (Bira), which champions the cause of independent traders and shopkeepers across Britain.
Bira chief executive Andrew Goodacre said: “The Dressing Room exemplifies everything we champion at Bira – innovation, resilience, and a commitment to providing exceptional customer experiences. In today’s challenging retail landscape, celebrating 20 years is a remarkable achievement.
“Deryane and her team have demonstrated how independent retailers can thrive by building strong community connections and consistently delivering excellence.
“The high street needs passionate independents like The Dressing Room. They bring character, personalised service, and unique offerings that simply cannot be replicated by larger chains or online-only retailers. Bira is proud to support businesses like The Dressing Room as they continue to evolve and strengthen the independent retail sector.”
For more information about The Dressing Room’s 20th anniversary celebrations or to book tickets for the Fashion Show, visit www.the-dressingroom.com or follow the boutique on social media.
