Just in case you missed our very own Gemma featured in this weekend’s Gloucestershire Echo, I thought we should share the article with you! A lovely write up in our local newspaper, featuring Gemma’s top 5 choices this Autumn Winter and an insight into who we are, and what we are all about! Here’s the full article:
Gemma Wiseman at Foundation sells stylish clothes, but also self-confidence.
Brands, high quality clothes and homeware are highlighted at the shop in Montpellier Walk.
The shop is run by wife and mum Gemma.
After studying design at university and working in the design industry for many years for companies such as Mulberry, the 43-year-old and her husband decided to move out of London.
“We’d always wanted to open a retail store that was really friendly and relaxed, providing good value and stylish clothes,” said Gemma.
They had to make choices to preserve everything they had built together.
“My husband no longer works for the business – he has had his own since two years ago,” Gemma said. “For our own lifestyle, we thought it was healthier not to work together.”
Gemma said mothering their eight-year-old child alongside the business is challenging to juggle.
“That is the most difficult thing in the job, even if he likes to help me with the shop,” she said. “My son was six weeks old when I had to take him to the Paris Fashion Week.
“With buying you tend to be away quite a lot, it is often hard.”
But she is really passionate about design, clothes and, above all, customers.
“I am so passionate about the actual people who are going to buy the product,” she said. “For me there was no point to make design just for design’s sake. I had the customer in mind above all.
“I am not a confident shopper myself and I really wanted to create a place where you can come in, in your wellingtons, after a long walk, even with your kids or your dogs and still feel welcome.
“Our customer service is really friendly, very honest. We do everything from complete wardrobe building to calling customers if they want us too. I sometimes call a lady if I receive something that she might like.
“We also offer free basic alterations. Our customers are quite happy to contact us and ask for a specific item. When I go buying and I see something that a specific customer might like then I take a risk and order it.”
Her customer range is very wide and varied.
“It is really about honesty and understanding their lifestyles and how things change over the years,” she said.
“It is a privilege to still be serving the same people over the years, and getting new people through the door.
“When we opened the shop we decided not to focus on a particular age group, we have got some families with four generations shopping with us and it is lovely. It is just about enjoying and feeling good.
“We have a good feedback, my customers seem really happy about the store. The fact that we often have a new delivery gives them a reason to pop in anytime, instead of twice a year.”
The store displays brands from all around Europe.
“We have some favourite designers we have worked with over the years, such as British designer Marilyn Moore. Hartford is a French brand which does beautiful coats and knitwear for a brilliant laid-back look and Libelula is a brilliant British brand.
“We also received new brands which have become instant favourites of the last two seasons, Ottod’ame and Twinset from Italy which are just beautiful. I think Italians really know their stuff in knitwear.”
The price range is, as well, very large.
“We have jewellery that starts at £7 and we also have hand-crafted pieces as well, which obviously are a lot more expensive.
“In terms of clothing we kind of take off where the high street ends. We don’t really believe in doing a lot of really big brands, in doing a name for a name’s sake. It is something that we worked really hard on over the years.”
Gemma chose Montpellier because of its atmosphere and its beauty.
“I love being in Montpellier, it is such a privilege to have a shop in the best location in Cheltenham,” she said.
“When we have the festivals, the atmosphere is unbelievable. It has got a really good community atmosphere. All of the stores are really supportive of each other.”
So, what does Gemma wish for the future of Foundation?
“I hopefully think we will keep ahead of the times, develop the online store more as well as the shoe department,” she said. “Just keep pushing what we do.”
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