Meet The Founder: Hilary James of Wardrobe at The Cross
Independent boutiques have an undeniable charm that’s hard to match; intimate, personal, and packed with treasures you will struggle to find anywhere else. With the fashion world increasingly dominated by the online shopping giants, businesses like Wardrobe at The Cross remind us of the magic that comes with stepping into a carefully curated space where you feel truly seen and valued.
Hilary, one half of the duo behind this independent fashion boutique nestled in the market town of Neston, Cheshire, has built more than just a store. She’s created a sanctuary for women seeking style, confidence, and a sense of belonging. From her hands-on approach to social media, to the thoughtful way she curates her collections, Hilary’s passion and enthusiasm for empowering her customers is infectious.
We met Hilary a few months back in Manchester, and couldn’t wait to chat to her about the journey behind Wardrobe at The Cross, the challenges of running a small business, and the joy of helping women rediscover their confidence.
What inspired you to open your own boutique, and what were some of the first steps you took to get started?
I’ve always loved the unique charm of independent boutiques. They offer something so personal and distinctive. I was inspired by the idea of creating a space where women, especially those who might not always feel confident about fashion, could come to feel valued, supported, and stylish.
The first steps were all about building relationships. I wanted to work with small, sustainable brands that aligned with my values, focusing on quality and individuality. That said, it’s not possible to stock exclusively small, sustainable brands in a shop like ours, as the price point would be too high for many of our local customers. We strike a balance—where a brand isn’t small, we make sure its quality has been thoughtfully examined. This mix ensures that we stay accessible while still offering something special and considered.
How do you keep your audience engaged and coming back in a time when online shopping is so prevalent?
It’s all about creating a personal connection and being active on channels where our audience spends their time. Unlike some other independents that use social media sparingly, we see it as one of the most vital channels for our business.
I do all the stories and reels myself, and I work hard to make sure they not only push our reach and maintain engagement but also reflect the personality and values of the business. Whether it’s fun, relatable content, styling advice, or something that resonates specifically with our audience, it’s about striking the right tone and creating a sense of community.
It can feel like dancing with the devil sometimes—platforms like Instagram, Facebook, and TikTok hold so much power over commercial success—but you have to embrace it. Showing personality and being authentic are key to standing out and keeping people engaged.
In addition to social media, Sue and I use our skills as trained stylists (Sue is also trained in colour analysis) to support our customers in-store. Many of them are women going through life changes—whether it’s menopause or returning to work after having children. We help them rediscover their confidence and feel empowered through thoughtful styling that’s tailored to their needs.
What advice would you give to someone dreaming of starting their own brand or boutique? Any lessons learned early on that you’d want others to know?
Don’t underestimate the power of your local community. They can become your greatest advocates if you take the time to connect and genuinely care about what they need. Also, be prepared to work harder than you ever have before, but make sure your efforts align with your values.
One lesson I learned early on was to trust my instincts when it comes to curation. It’s tempting to try to please everyone, but staying true to your vision will help you attract the right customers.
Running a small business comes with its fair share of ups and downs. Can you share one of the biggest challenges you’ve faced along the way and how you managed to overcome it?
The biggest challenge has been balancing quality with affordability, especially during the cost-of-living crisis. It’s hard when customers are tightening their belts, but we’ve focused on making every visit to the boutique a special experience and ensuring that what we offer is worth their investment.
It’s also been about staying flexible—finding creative ways to meet challenges without compromising on the values that make Wardrobe at The Cross special.
Fashion is ever-changing, as are the needs and tastes of customers. How do you stay attuned to what your audience wants and ensure that Wardrobe at The Cross stays fresh and relevant?
Listening is key. We have so many wonderful conversations with our customers in-store, and those insights are invaluable. I also keep a close eye on trends, but I’m careful to interpret them in a way that feels right for our audience—fashionable but timeless.
Our social media presence plays a huge role in this too. It’s not just about selling products; it’s about sharing styling advice, having fun, and creating a connection with our audience. This approach ensures we stay fresh and relevant while staying true to our values.
What’s one of the most rewarding moments you’ve had since opening Wardrobe at The Cross? Any memories that stand out as a reminder of why you started this journey?
One moment that stands out is when we were Highly Commended at the Boutique Awards. It felt like such a meaningful recognition of everything we’ve worked so hard to build—not just the shop itself but the relationships with our customers and the unique experience we strive to provide.
On a more personal note, it’s those moments when a customer walks out beaming because they’ve found something that makes them feel confident and beautiful. Helping women feel reinvigorated, empowered, and ready to face the world is what drives us every day.
—
If you’d like to hear more from Hilary, or take a look at what Wardrobe of The Cross has in store, be sure to follow along on Instagram and Facebook!
