Fertha Boutique

There’s a new boutique that’s opened up just off Westbourne Grove with a real heart.

fertha is a sustainable fashion store that aims to make money for a number of charities; re-defining the idea of the current high street charity shop. Think, rather than just heading to an Oxfam charity shop, you can shop in this store and the 4 items you buy might benefit 4 different charities…

Founder of the store, Jade Galston, is a local to the area for many years and a lover of all things fashion and sustainability. A couple of years ago, she undertook the challenge to stay away from the high street and last a whole year of shopping in only charity shops, which spurred on a real passion for trying to change other people’s conceptions of how they could be shopping.

Jade describes her store as “a socially conscious boutique, stocking clothes and accessories for women and men alongside trinkets for your home.” All of the items in the store are sourced from charity donations from the 4 charities – all pulled and personally selected by Jade and her expert eye. By having their donations stocked in the store, the charities are benefitting from an additional and increased revenue stream – which is a great way to ensure a greater life cycle of the clothes, shoes, jewellery and home accessories.

Situated just past the Starbucks on Hereford Road (and adjacent to the brilliant pub The Commander – great beer garden if you want to stop off for an alfresco drink post-shop), my first impression when I popped in on a Saturday morning was how reasonably priced the items were for the designer items – a Jimmy Choo pair of shoes for under £100? A good-as-new Jaeger trench coat for under £40? Yes please. I was reminded of the question ‘why don’t I go into charity shops more often?!’ Especially when they look as chic as this…

While chatting to Jade, she mentioned the main thing she wanted to get across from opening the store; “At fertha we simply believe that if more people replaced even just a few of their new purchases with items bought from fertha or charity shops, it would help make the world a better place in so many ways.”

As someone who is all too quick to pop into H&M or Zara on the way back from work to get a new top or dress, I was struck by this and on leaving with some great purchases for a real bargain, I also felt like I’d done a little bit of good for the day too.

fertha welcomes donations too should you have any old clothes/items lying around – and can even come and collect donations if you’re local to Notting Hill. When you donate, you can simply choose a charity to support and the money will go to them.

Next time you’re in the area, or you’re a fan of sustainable fashion and charity shops generally, make sure fertha is firmly on your list of must do’s. Let me know if you visit (find the store at 36 Hereford Road) and what bargains you come away with for a great cause.

LMNH x