After success at Pure London AW19/20 and popular local demand, SqWears Couture is launching its Diffusion Range at Kays of Grantham, offering local women affordable luxury whilst feeling and looking fabulous at any size.
Sara Bird, founder and CEO of SqWears Couture, and Kay Armitage, owner of Kays of Grantham, first met via Twitter networking discussion #LincsConnect weeks before the couture label’s official launch at international fashion trade show, Pure London.
It was apparent that the pair of entrepreneurs shared an invested interest in providing the local residents of Grantham sophisticated, elegant and luxurious garments whilst allowing customers to shop locally.
The partnership between is a unique development which will see the couture label establish its first retail spot on a Great British high street.
The Diffusion Range provides women flexibility combined with fabulosity; an easy-to-wear piece, worn all year round and is an essential capsule garment for everyone’s wardrobe.
Whilst the registered design is exclusively made for plus-size women, the one-size-fits-all SqWear fits women from sizes 8-38.
A true believer of fashion having no shape or size, Sara is determined to put inclusive luxury fashion on the map.
From generating incredible interest amongst the export market to engaging with reputable plus-size influencers, launching SqWears Couture’s Diffusion Range at local destination, Grantham couldn’t come at a better time – after all, the collection is made in Lincolnshire.
The VIP invitation only launch event will welcome Grantham women into the store situated on Westgate where visitors will enjoy an evening of nibbles, drinks, live talks and demonstrations.
Sara said: “As we were preparing for the launch of our first couture collection in January, we were networking with Lincolnshire businesses on social media platform, Twitter and shortly after we were approached by Kay Armitage.
“I was amazed by her passion for her business and her customers and she was adamant that her customers (she stocks sizes up to size 26) would love to see something new in Grantham.
“I had to meet Kay and see for myself, I visited her boutique and loved her enthusiasm and forward thinking with the customer at the heart of everything she does, so of course I knew we had to place our range in Kays boutique.
“We are now busy exporting this range worldwide, and have been seen at London Fashion Week on celebrities. Kays of Grantham will be the first stockist in the UK and will have exclusivity to stock the range in Grantham, we are looking forward to a super relationship with her and her customers and look forward to helping launch the range at her VIP event on the 12th March.”
Kay said: “It is very exciting for me to have my boutique selected to stock SqWears Couture. When I first discovered that there was a completely new style of clothing being designed and made right here in Lincolnshire I was curious to learn more and got in touch with Sara to discuss it more. It’s also great to be supporting another small business in Lincolnshire.
“This will be a premium line of merchandise created towards the high end of fashion, but retailing at prices allowing luxury brands to be affordable to a wider audience. This new line of “Sqwear it your way” clothing will complement my existing Italian range of clothing and accessories to make up completely new outfits, or as a very glamorous addition to existing ones.
“I will also have exclusivity for this new concept of clothing in the area, right here in Westgate, and am honoured to be the first stockist in the UK.”