Thank you SO much to lifestyle magazine Style News for their recent interview with our Zoie. Founded by celebrity stylist Charlene Bent, it's a great new platform celebrating all things fashion, lifestyle and most importantly Northampton ... well worth checking out!

32 The Guild - The Rundown

"Just off Northampton town centre’s high street is the lovely towns cultural quarter, full of independent shops and businesses. Inside is the wonderful 32 The Guild, a one a kind womenswear fashion and lifestyle boutique. 32 The Guild is a must visit for all women (or men that want to treat the other half) who love a truly unique shopping experience, full of niche finds to be discovered. We caught up with stylish owner Zoie to get an inside scoop as to why 32 The Guild is a special addition to Northamptonshire and her best advice on how you can capture your own style.

How did you get started in the industry?

I studied for a textile art degree at Goldsmiths University and then footwear design at Cordwainers in Hackney. The whole time I was studying, I supported myself by working in the retail industry - I have worked on a shop floor from the age of 15!! I loved the experience of being able to advise and offering brilliant customer service.

What made you want to open your own boutique, what was the influence behind it?

I have worked in fashion design cutting patterns, designed footwear and accessories for the high street and worked in branding for designers such as Jasper Conran and John Rocha. However now, being able to have my own store, to curate a space that reflects my brand identity is my dream come true. I opened 32 The Guild because when I moved to Northampton from London there wasn’t a shop I could visit locally that inspired me, so I had to open one myself! I couldn’t live here without at least trying to see if a store offering design led, contemporary brands would work. Thankfully it did and we are now 7 years old and the shop is flourishing.

How would you describe 32 The Guild? What can people expect?

32 The Guild is a ladies clothing and lifestyle store. We have a curated offering of contemporary brands including Isabele Marant, Bella Freud, See by Chloe and J Brand jeans. We are also proud to be long time stockists of Grenson footwear who have a factory in Rushden! We also offer niche fragrances like Escentric Molecules and Laboratory Fragrances. We seek to bring you iconic, everyday luxury, our edit of clothes and shoes have been described as ' everyday luxe'.

What is your favourite part of owning 32 The Guild?

My favourite part of owning 32 The Guild is being able to create. From the product to the clothing rails, everything has been considered. 32 The Guild has a strong brand identity which I have worked hard to create. The shop experience is also very important to me. The shop always smells amazing and we try to offer the best service we can. However, we always respect a customer’s wishes in terms of offering our service as there is nothing worse than being pounced on when entering a shop.

What advice would you give to people wanting to try out new styles and to feel more confident in what they wear? 

My advice in terms of trying out new styles would be NOT to jump on every new trend. I suggest working out what styles work for you and make you feel great when you wear them. Is there an outfit you feel really good in? If so, examine why this is and then capitalise on it!! You can then look to introduce new elements once you are confident with your core style. This would be my main piece of advice, have conviction in what you wear and don’t follow trends religiously. I give fashion a little nod, I don’t like to see a slave to fashion. 

So, there you have it, the lowdown on one of Northamptonshire’s best loved independent boutiques. 32 The Guild can be found on Guildhall Road in Northampton town centre and is open Tuesday – Saturday 10am – 5pm post lockdown and currently accepting online orders. You can follow them across their socials - @32theguild for all the latest info and new products available instore."

© Ciaran McGonigle