Jules B has been dressing the North East with style since 1984

Long before online shopping, a husband and wife set out to bring something new to the North East's wardrobes. In 1984 Julian and Rhona Blades opened the doors of their first womenswear store in Jesmond, with one aim: to bring a new, intelligent offering of womenswear to the region.

The store was an instant success, and demand soon led to the launch of Jules B for men in the neighbouring premises.

Neither had run a business before, but they brought plenty of ambition and a great eye for product. Rhona was a head lecturer in fashion design with a natural ability to seek out unique ranges, while Julian had worked as a self-employed fashion agent and came from a family with a heritage in tailoring going back more than five generations.

The business has kept evolving. Since 2008 Jules B has been a bricks and clicks operation, with a successful online store selling around the world, and in 2016 it launched its own app. It now has four boutique stores across the North of England, with its head office in Newcastle.

The awards cabinet is impressive. Jules B has been named Drapers Best Independent Fashion Retailer in Britain on three occasions, it has been listed in Vogue's Best 100 Stores Outside London, and in 2018 Julian and Rhona received the Drapers Independents Lifetime Achievement Award for services to the industry.

The Newcastle store is a ten-minute stroll from the city centre, with the womenswear boutique on the first floor and menswear on the ground floor. The mix ranges from Belstaff, Fred Perry, Hugo Boss and On Running to GANNI, Vivienne Westwood and Paul Smith, alongside British labels including Holland Cooper, Hackett, RIXO and Oliver Sweeney.

Jules B also hosts in-store events, including Made to Measure evenings and new-season launches, and the staff are on hand to help customers find the perfect outfit for any occasion.

After more than 40 years, it remains proof that an independent with a clear eye and a personal touch can thrive on its home turf.

Store details, events and the latest collections are on the Jules B website.