Jennie Loo, former owner of luxury shoe store Ashley Ardrey, has launched a new fashion brand with the opening of concept store Lineage.
Designer shoe boutique Lineage is a must-visit for footwearphiles, filled with fashionista Jennie Loo’s hand-selected range of high-end European labels. Brands include French ballet pump specialists Repetto, family-owned Spanish shoemaker Pedro Garcia and luxury French shoe designer Robert Clergerie. The store is a showcase for Jennie’s love of classic fashion.
“The name Lineage relates to longevity, to classic brands that you can retire for a couple of years, then get out again,” explains Jennie.
Never a fan of disposable fashion, Jennie intends to do more than just sell beautiful shoes and accessories – though belts, bags and costume jewellery and a sprinkling of hand-selected garments also feature at Lineage. She aims to add genuine value to the shopping experience by helping women make better fashion choices.
“The rebranding to Lineage is to encourage people to come and get free advice and guidance,” says Jennie, who describes herself as a fashion girl rather than a shoe girl. “I want to help people look their absolute best, and I’ll be in store most days, which will give me the opportunity to do that.”
“I have a lot of technical knowledge,” says Jennie, “and I know about garment construction and materials. With this, I can help women make better choices. It’s not about having things that are the hottest, but things that have longevity.”