The Incredible Journey of Summerlillys Boutique: From Coalville to ELLE!
- Becky Nicholson
- Nov 17, 2025
- 4 min read
Updated: Feb 12
Every boutique has a story — but not many start in a small town with empty shop fronts, a second-hand high street, and a million reasons to give up before you’ve even begun. This is the story of how a Coalville boutique with no PR team, no big budget, and a tiny social media account made it into ELLE magazine.
Yes… ELLE.
And here’s exactly how it happened!
Opening a Boutique in Coalville — and Thriving!
Opening a boutique in Coalville was never going to be the fairytale version you see on Netflix. The town centre has more empty units than full ones, and half the shops that are open are charity shops. And my boutique? I’m on Ashby Road — which apparently “isn’t really Coalville” according to the self-appointed local critics.
Reality check: I’m a two-minute walk from the centre!
The early years were tough. No marketing team, no PR machine — just me running the boutique, managing the upstairs therapy suite, doing my own SEO, taking my own product photos, fixing problems, handling socials, and rebuilding after my account was hacked.
People say you need a huge following to get noticed. Wrong! You just need one right person.
The Email That Changed Everything
So when an email from CMG dropped into my inbox, I assumed it was another scam. But something looked different — professional, polished. I dug deeper and discovered it was real!
A genuine London advertising agency had noticed my boutique. We spoke on the phone, and they told me they had a space in the December ELLE Style Section — the type of placement worth over £3,000.
The catch? I had one week to pull it all together. No PR team. No time. No safety net. Just me.
Building a Secret Coalville Dream Team
I told my wingwoman Sarah Kay first — but we needed more help. Next was Jay Gee: therapist, friend, and queen of straight talking. Her reaction? “Bec… don’t take this the wrong way… but HOW? It’s ELLE.”
And she was right — we needed a model who belonged in ELLE. Jay said one name: Poppy.
Poppy works at Jay Alexis & Co — stunning, alternative, unforgettable. She naturally has that high-fashion edge. The only catch? She hates being centre stage, even though she naturally steals it!
Jay messaged her… and Poppy agreed instantly (still unaware this was for ELLE). Next, I needed a photographer with imagination and edge. Easy choice: Matt from Hypergalaxy — another local, another talent. I'd worked with him before and knew his creativity was unmatched.
Suddenly, I had my team. All Coalville. All in. All sworn to secrecy!
Transforming My Boutique Into a High-Fashion Set
Saturday came far too quickly. I was still panicking, still doubting myself, still trying to pull outfits together for a December magazine.
Matt walked into the boutique, spotted the exposed brick wall, and said: “That rail needs to go.” We pulled the whole thing down. Instant high-fashion backdrop!
Poppy slipped into outfit after outfit like she’d done this a thousand times. Matt adjusted lights, angles, colours. The two of them clicked instantly — and my little boutique suddenly looked like an editorial set in East London.
After a few hours, Matt said the magic words: “I’ve got more than enough.” For the first time all week, I believed it!
Sunday: Editing, Panic, and Zero Sleep
Sunday morning, Matt delivered the photos — and wow, they were stunning. But my brain said: “Good… but not good enough for ELLE.”
I didn’t want AI fakery — just polish. ChatGPT suggested Snapseed, a simple editing tool. Simple… yes. Quick? Absolutely not!
I spent the entire day — and half the night — polishing details:
Making fabric pop
Lifting shadows
Sharpening textures
Removing marks
Boosting colours without overdoing it
By the end, I had four photos I was proud of.
Monday morning, I checked everything again and sent them to CMG, terrified. A few hours later, they replied: “They’re perfect. We love them.”
A few days later, the preview from Hearst arrived — and it was beautiful. My boutique… in ELLE magazine!
The Hardest Part? Keeping Quiet
All I wanted to do was scream it from the rooftops — “I DID IT!” But I kept quiet. I waited until the magazine was in my hands.
And when it finally came out, the response was overwhelming. My website lit up. People celebrated with me. Coalville showed up!
And best of all? I now have an open invitation to work with CMG and Hearst again!
What I Learned from This Experience
You don’t need a massive Instagram to shine. You don’t need to spam reels or trends. You don’t need a PR team or a London postcode.
You need:
Patience.
Grit.
Determination.
Honest people in your corner.
A circle so small it’s basically a dot.
Learn your SEO — it pays off. Show up — you never know who’s watching. Follow your dreams — even when they feel too big. Work hard — because it will pay off.
If a little boutique on Ashby Road can make it into ELLE… so can you!
Join the Fashion Revolution!
Are you ready to explore the latest trends and unique styles? Check out our fabulous collection at Summerlillys! Whether you’re looking for a chic outfit for a night out or accessories to elevate your everyday look, we’ve got you covered!
Let’s make fashion fun and accessible for everyone!
Explore our latest Italian leather handbags collection here.
Credits - Follow the Talent
Model: Poppy Hudson / Naturally Knotty, you can follow her work on Instagram: @naturally.Knotty www.jayalexisaesthetics.co.uk
Photography: Mathew Chambers / Hypergalaxy follow on Instagram @hypergalaxyltd Hypergalaxy.co.uk
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