Owned by Lucy and Josh Keay, children’s boutique Howela was created in lockdown when Lucy, who had always wanted to explore children’s retail, found the time to do so when she was unable to work on her other business.

Opening its doors in Knowle, Solihull, in June, Howela is still very new. Its premises, however, are a little more familiar to Lucy. “I’ve come full circle, really,” she says. “I only handed back the keys to 16 Station Road six years ago when my salon – The Boutique, now based in the Corn Exchange – outgrew the unit.”

 

 

Howela presents childrenswear hand-selected by parents for being “cute, comfortable and caring,” with a focus on strong ethics and attitude toward social responsibility

Brands include Mayoral, Slipfree, Mintini Baby and local designers Jammie Doodles and Twirly Skirts. Complementing the clothes are toys from brands such as Sass & Belle, Studio Circus and Recycle Me. “We’ve focused on stocking sustainable products that are well made and attractive and fun for children,” adds Lucy.

 

 

Community is important to Howela. From co-hosting a charity fashion show in the village to connecting mums and dads – especially new parents − with local support groups and playgroups and sharing a notice board in the shop to highlight other local businesses such as children’s play classes and parenting clubs.

Plans for Howela include co-owner Josh’s aspiration to develop the store’s own clothing range further down the line. Click here to visit the store’s website.

16 Station Road, Knowle, Solihull B93 0HT