Joanna Edwards is first and foremost a retailer, opening her first boutique in Royal Tunbridge Wells in 2001. Fashion is her heritage, with both a mother and father in the industry for more than 40 years. With the fashion business in her blood her career choice was a natural step.
Joanna has just celebrated her landmark 10th year as an agent and feels that her success is down to always looking forward and working hard to find something new and exciting and exclusive to the UK.
At the JEAgency, Joanna’s aim is to present collections that are successful within her own and her customer’s boutiques, with an honest, personal and common sense approach to buying.
Between seasons, the team visit stockists to understand the area and style of their customer base, providing a better profile of their business. It is not unknown following a delivery that Joanna or a member of the agency will visit to excite the staff, and assist them on how to wear and sell the collection.
Also having recently moved to the JEAgency new showroom/boutique based in Kent this enables Joanna to see customers outside the main selling season and to allow stylists access to samples for advertising and marketing. This exposure brings great brand awareness to designers carried in JEAgency which of course in turn benefits the retailer greatly.