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WRAPS Fashions was established in Newry in 1997 by Claire Braniff, who was keen to share her fashion knowledge, expertise and passion with the people of south Down and beyond.
The Covid lockdown brought huge challenges for the small retailer. However, Wraps Fashions weathered the storm by utilising social media platforms to continue trading.
Claire says: “Because of Covid, as like many businesses, I’ve had to concentrate on social media platforms – not something I’m good at or find easy – and was able to sell through these.”
An online presence brought Claire to the attention of a wider customer base in Britain and the Republic of Ireland. And thanks to her know-how and excellent customer service Wraps Fashion is now complemented by a thriving online business.
Claire puts the success of Wraps down to her customer offering: “A friendly atmosphere with honest fashion advice – the personal touch. I buy with my customers in mind.”
And she is eager to make her customers feel comfortable, both in their clothes and in her boutique, and this welcoming atmosphere sees customers of all ages visiting the shop.
“The Wraps look is comfortable, edgy, timeless fashion for all generations. Grandmothers, mother’s and daughters can spend an afternoon browsing in this little boutique,” she says.
Claire has been in the fashion industry for 36 years. After studying fashion design and management, she moved to Asia for several years, working for a leading high street name for whom she sourced fabrics and factories, along with overseeing production and quality control.
Claire has experience in all aspects of the fashion industry and having gained a wealth of knowledge in Asia she returned home to work in Dunnes Stores head office before deciding to open her own store.
Claire says: “I’m truly passionate about fashion and still get very excited when dressing my customers. I am honoured to ‘Wrap In Style’ the local women.”
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