Daily Info's Advent Calendar 2019

17th December: Fresh!

If you're tasked with buying a present for the fashionista in your life, then head to Fresh in the Covered Market, where you'll find interesting, unique pieces that'll help them stand out from the crowd. We spoke to owner Angela Carroll about what makes her tick.

Tell us about what you sell
Fresh is an independent retailer of women's clothing, jewellery and accessories.

Why was the business started?
I am originally from Melbourne in Australia where I had worked for a number of small fashion businesses. When I moved to Oxford, I saw there was a niche for an independent boutique for women, which could be both affordable and different to the High Street.

How long have you been going?
The first Fresh store opened in 2000 in a small space in the Golden Cross, just next to the Covered Market. Within 2 years it expanded into two stores, one for clothing and the other for jewellery and gifts. The first collection was imported from Melbourne and created a stir, as all the clothing, accessories and jewellery was by Australian designers not seen before in the UK. Over the years our business evolved into working more and more with UK-based designers.

In 2013 Fresh moved into our current space in Avenue One in the market, and formally joined the community of the Covered Market which we had always admired.

What motivates you the most?
A love of vintage style informs our buying choices. However, all Fresh products are new and supplied by independent designers, mostly based here in the UK.

There is an incredible pool of creativity in the fashion world, and we are lucky to have worked with some designers for nearly 20 years. Some are micro-businesses and may create only a few styles every season.

Their clothing is beautifully cut to flatter women of all ages, and is not expensive compared with 'designer' labels. This gorgeous moss-green floral 'Lara' dress is a great trans-seasonal style and is fully designed and made in England. It's £69.99 and available in sizes 8 to 20.

Some designers print their own fabrics to create highly individual pieces; other brands use appliqué and embroidery to create accessory collections of bags and purses that make perfect gifts for Christmas, like this Birdy print messenger bag, £26.99.

When these companies manufacture abroad, we take care to ensure the use of Fair Trade practices. Our jewellery is a mix of vintage and contemporary looks, with designs for special occasions or to wear every day.

What's your favourite product?
The designers visit the store to show us their new collections and we handpick every piece we sell. My current favourite are these Crescent moon drop earrings, with tiny diamantes set in dark blue enamel. This unusual design retails at £18.99 a pair.

Do you think Oxford is a good place to run a small business?
We love being in the historic centre of Oxford, and our customers come from far and wide to shop at Fresh. We really enjoy meeting such a variety of locals and international visitors. On a recent visit to the UK my father stayed in a lovely B&B in Edinburgh. Over breakfast, he mentioned Fresh, and it turned out the owner's sister was a big fan of our store and had purchased a whole outfit from us for a family wedding.

In this digital age, the world is getting smaller all the time, and a mutual love of fashion connects a whole community right around the globe. We are meeting this challenge by developing our online store, and now are able to send our products to customers in countries across Europe, America and Australia, as well as our Oxford locals.

What's the best thing about running a small business?
Running a small business like Fresh is a team effort and that in itself is a joy; working with like-minded people in a small team that all support each other. To live and work in the beautiful city of Oxford is a privilege that we don't take for granted.

The Covered Market is a hidden gem that more local people should discover for themselves, as supporting local businesses is essential if we want them to survive into the 21st century.

Welcome to Daily Info’s 2023 Advent Calendar – 24 days of festive tips, free activities & local shopping suggestions!

This year's calendar offers a mix of Christmas suggestions, taking in traditions in Oxford and the wider area, and free activities & events in the build up to the big day.

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