Cefinn steers a course between garden-party nostalgia and modern life. Its sleek, long floral dresses are aimed at a well-to-do customer who has taken a half-day off work to be at a school sports day, but needs to be back at the office to lead a meeting by 2pm.
The store, in Belgravia, central London, is a significant marker for Cefinn, which expanded its customer base by 23% last year.
But there is a measure of irony in the harsh post-Brexit trading conditions with which Cefinn, along with many other small businesses, continues to battle.
Cameron, who in 2021 told Woman's Hour that Brexit had made business survival "challenging and difficult", said "supply chain disruption continues to cause problems. There have been many moments when we have had to adapt and pivot to survive." Cameron continued: "Having a store allows us to meet our customers, to hear their feedback, to see what the collection looks like on different body shapes and sizes and different colourings.
Denne historien er fra April 13, 2024-utgaven av The Guardian.
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Denne historien er fra April 13, 2024-utgaven av The Guardian.
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