Behind the Rails: How We Choose Every Piece at Summerlillys
Updated: Jun 4
Fashion With Purpose, Not Just Trends
At Summerlillys, we don't buy clothing simply because it's trending on social media.
Every piece is chosen with real women in mind - comfort, confidence, quality and wearability.
As an independent boutique, we're free to choose pieces we genuinely love rather than following fast-fashion buying targets.
What Happens Before Clothing Reaches the Shop Floor?
When new stock arrives, our work is only just beginning.
Every garment is unpacked, steamed and carefully checked before it reaches the rails.
We inspect:
Fabric quality
Stitching and finishing
Fit and shape
How the garment moves when worn
Buttons, trims and detailing
Because the little details matter.
Built in Coalville, For Women Everywhere
Summerlillys began with a small rented therapy room in Coalville and has grown into a unique destination combining fashion and wellbeing under one roof.
As a Coalville local, supporting independent business and creating a welcoming environment has always been at the heart of what we do.
More Than A Boutique
Today, Summerlillys is home to:
Independent fashion
Italian leather handbags
Sports therapy
Beauty treatments
Tattoo services
All operating from one carefully restored building on Ashby Road.
Proud Moments
Some milestones we're particularly proud of include:
Being featured in ELLE Magazine, Fashion Edition.
Winning the public vote for the Coalville Christmas Illuminations window display
Creating a safe, welcoming and inclusive environment for customers and clients
Providing a home for local sports therapy, beauty and tattoo professionals through our Therapy Suite.
Comments