Quality chic

DRESSED in a simple striped top, wideleg trousers and smart nude stilettos, Elena Degnan appears effortlessly elegant as she advises a customer on the best colours for her skin tone.

In many ways, Elena epitomises the whole ethos of Jayne, a women’s fashion boutique in Sedgefield, County Durham. The shop is full of timeless pieces that are pretty, yet practical. As well as flattering dresses and smart tailored jackets, there is a selection of classic trousers and skirts that can be mixed and matched with tops, blouses and knitwear, to create a capsule wardrobe.

“Women of a certain age don’t want cheap throw-away fashion that will fall apart after one wash,” says Elena. “They want to buy less and when they do buy, they want quality pieces that will last.”

Elena, a qualified image consultant, took over Jayne in March. Before then, her predecessor Mavis Wayman channelled her passion for fashion into the Front Street boutique for more than 30 years, earning a legion of loyal customers along the way.

Mavis, 74, still helps out at Jayne on a Saturday and is fully supportive of her successor’s vision.

For while Elena is more than happy to maintain Jayne’s reputation for stocking high quality garments that are chic, yet comfortable, she is keen to put her mark on the place.

Her aim is to remain true to Jayne’s existing customers, typically aged 35 and over, but to also attract younger clientele. Evidence of this is already present, particularly when it comes to shoes and accessories, with bright coral scares, funky clutch bags, modern jewellery and multi-coloured sandals reflecting her belief that fashion should be fun.

Elena, 50, explains: “I love to try new colours and styles and I want to give other women the confidence to do the same.

“I worked in womenswear at House of Fraser for many years. When a customer tried on a garment that fit her perfectly and suited her figure and colouring, she seemed to stand taller. The way we dress affects how we feel about ourselves. It is wonderful to see a woman try on something she never would have picked out for herself only to discover it looks amazing.”

Growing up in the Soviet Union in the 1960s and 1970s, Elena did not have much choice when it came to clothing. It was not until she moved to the UK in the 1990s that she was able to explore her love of quality garments and she soon realised she had an eye for what looked good.

Keen to build on this, Elena completed a course with colour consultants Colour Me Beautiful. She now shares her expertise with Jayne customers, as well as holding style events and a one-to-one image consultancy service.

Listening to Elena advising a woman as to the best top for her body shape, it is easy to see why she has received such a warm welcome in Sedgefield. She is friendly, knowledgeable and seems to understand what women want.

“I am never critical but if someone tries something on and it doesn’t suit them, I would perhaps suggest a different shape or neckline,” she says.

“Accessories can make a big difference.

Scarves, for example, are a great way to update your look. We all like to wear black but it can be very draining on many complexions.

However, if you add a colourful scarf, it instantly brightens up your face.”

Style, says Elena, is not about following the latest trends. “It is about finding and having fun with the styles that suit you. You are not attempting to be just like everyone else, you are improving what you have while preserving your uniqueness.”

When choosing collections for Jayne, Elena often selects pieces with an individual in mind. She also asks customers to model the clothes and, with their permission, posts the pictures on the Jayne Ladies Boutique Facebook page.

“My customers don’t want to see my clothes on skinny models; they want to see them on women they can relate to,” says Elena. “I want to celebrate real women.”

Jayne, 41 Front Street, Sedgefield.
T: 01740-620459;
E: Elena@stylestepswithelena.co.uk;
​W: stylestepswithelena.co.uk