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The Buying Team

Jo and Sinade, The Buying Team 

Jo Stroud and Sinade Prosser, the Buying Team

Jo and Sinade do all the buying for the stores and website - Jo is the owner of fabulous, and Sinade Prosser manages the Solihull store. Sinade is the company’s Creative & Buying Manager, alongside running the busiest store. They have been buying together for the last 7 years, so know very well the kind of designers, pieces and collections that fabulous customers will love.

Between them, Jo and Sinade assess over 60 brands and designers every year, to decide which new ones to add to the in-store or online collections. They visit trade fairs in the UK and Europe several times each year; seek out smaller and up-and-coming designers through word-of-mouth and detailed research; look to countries like the US for designers that haven’t yet launched in the UK; and continually track designers in the media to identify breakthrough names.

Jo and Sinade are looking for 3 things in all that they buy: collections that are well made, well designed, and highly wearable.

You will never see fabulous stock a brand simply because it is getting a lot of publicity, or a celebrity is wearing it. The team has to be excited by it, and believe that fabulous customers will be equally excited.

In addition, Jo and Sinade meet with all their top brands at least 3 times a year, looking in detail at new collections, and assessing how the brand is doing in-store and online. As official stockists for leading international brands like
Pandora, Thomas Sabo, Swarovski and Calvin Klein, the stores have to meet strict criteria to be selected as official partners, and fabulous prides itself on its close relationships with all of these brands.

fabulous has been an early stockist of many top brands, being one of the first UK stockists of Nomination and
Lola Rose in 2005, Pandora in 2006, Thomas Sabo in 2007, Chan Luu in 2009, ChloBo, GoodWorks and Bering in 2011, and breakthrough Dutch brand, Nikki Lissoni, in 2012; Cruciani in 2013; Alex and Ani in 2014; and The Giving Keys in 2015.

Jo and Sinade also seek out up-and-coming designers and little-known collections every season, like
Jorge Revilla, Chris Lewis, and Brave Designs.

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