Join us as we step into the enchanting world of Bluebell Petite, a new children’s boutique designed to foster creativity and imaginative play whilst encouraging children to embrace their individuality.
Bluebell Petite is a new children’s boutique located in the prestigious Victoria Quarter in Leeds, which is also home to high-end brands such as Harvey Nichols, Vivienne Westwood and Louis Vuitton. Launched in December, the store promises to provide a kooky yet stylish experience for families whilst promoting the fostering of creativity and encouraging little ones to embrace their uniqueness.
Bluebell Petite and its own brand, Bluebell, are the creations of fashion designer Rebecca Connell, whose creative journey began in 1997 with a Higher National Diploma in fashion design at York College. On completing her studies, Connell went on to set up a stall in Leeds Corn Exchange selling handmade ladies’ clothing and accessories.
The success of the stall later led to the opening of a small boutique in the Corn Exchange. There, Connell sold her own label – Rebekah Murphy – designed and made in Leeds by herself and a small group of local seamstresses. The brand also went on to be stocked in around 40 boutiques across the UK.
When Connell took time off to be a full-time mum, her creativity found a new outlet.
Inspired by her young daughter Rose, who loved to play dress-up, Connell began making wands, capes and crowns. This new area of design sparked the concept of creating something that would help encourage children to express themselves through imaginative play. Armed with her designs, Connell began attending family festivals over the summer months, which allowed her to generate revenue but also receive all-important feedback from the children themselves. The response was strong and motivated Connell to build upon the Bluebell brand by opening her own bricks and mortar boutique.
Now, newly housed amongst fellow high-quality and luxurious brands, Connell explains how Bluebell Petite is bringing an independent offering of unique children’s accessories and dressing-up items to Leeds city centre.
“I am so excited to now have a permanent base for Bluebell in my home city of Leeds,” she says. “Trading at summertime family festivals over the past few years inspired me to open my first Bluebell boutique. The reaction from children and parents at the festivals was totally overwhelming. I wanted to create a bright, colourful, creative space within the store. A palette of pastel rainbow colours that’s fun; I want people to walk in and feel happy.
“Children love to dress up, so to me, having a creative space where children can express themselves is essential. When a child tries on one of our capes and their little face lights up – it is just priceless. I want to encourage children to embrace their uniqueness and express themselves through imaginative play, to be whatever they please and to be proud of who they are. Life would be so dull if we were all the same, don’t you think?”
The name of the business derives from one of Connell’s treasured childhood memories growing up next to a wood full of bluebells. The setting was literally her back garden as a child and provided a magical backdrop for her imagination to run wild. Considering the very essence of the store and brand is designed to bring childhood wonder and limitless creativity to life, the inspiration behind the name is suitably apt. When customers visit Bluebell Petite, it is like stepping into a dressing-up box full of beautifully merchandised creations.
The carefully curated offering caters to the whimsical fantasies of children, with accessories designed to inspire and turn ordinary days into extraordinary adventures.
The store’s own label, Bluebell, takes centre stage offering an array of handmade items including tulle and winged capes, tutu-style skirts, dresses and handmade bears and ragdolls, which Connell also creates matching accessories for. Alongside the Bluebell brand, the boutique stocks bags, hats, fairy wings, hair accessories, toys and more. Brands currently include Meri Meri, Maileg, Mimi & Lula, Rockahula Kids and Petra Boase, with more independent labels set to join the store’s line-up in 2024.
As well as being an advocate for uniqueness and creativity, another key ethos of Bluebell Petite is adopting a slow fashion approach. Showcasing Connell’s expertise and experience as a designer, the Bluebell brand is all handmade to the highest quality, with everything being designed and made to last. Connell rejects fast fashion in favour of special, unique items that will be treasured for generations to come, with each piece being heirloom-worthy and crafted with care. Connell also embraces sustainable production by upcycling second-hand garments and making bags from the waste.
So, what’s next for the business?
“In the short term, I’m looking at some gorgeous new brands to stock that are not available anywhere else in Leeds,” confirms Connell. “Long term, I would like to expand our own label, Bluebell, and design a full collection that can be stocked in other small independent boutiques.”
The store’s grand opening was marked with a launch party on 3 December. Guests were treated to face painting, goody bags and 20% off purchases throughout the day. The next move for the business is to launch a website, which is due to go live very soon. In the meantime, you can follow the magic of Bluebell Petite on Instagram @bluebell_petite.
