After a lunch out, I drifted into my favourite branch (in my opinion the best of their 50+ stores) of Jack Wills in Marlow recently. It was exciting to see the always visually stimulating store decked out in all its Christmas finery. The festive décor was executed perfectly in keeping with the branding and could not have been more fitting for the brand. Stuffed stockings hung from a plump twinkling garland over the stores Drawing Room fire place. These beautiful garlands graced the stair ways around the three storey house themed store. But what really takes the customers frost laced breath away is the amazing Christmas tree that greets you at the front door. Rich, full and perfectly formed this larger than life tree knows how to make an entrance. With Jack Wills gift wrapped presents under the tree for an added detail. The tree is graced with the usual glowing fairy lights and shiny silver baubles but it also hosts glittered baubles in Jack Wills trademark colours pink and navy, along with pheasant cut out decorations with a wreath around its neck. Jack Wills are majorly missing out by not selling the branded baubles, after enquiring about purchasing one of the branded baubles I was told that they had been inundated with customers asking but the baubles were not for sale. Shame.
Last year, Jack Wills at Christmas didn't meet my expectations and they failed to bedazzle, but this year JW got it right. And while I may not be looking to invest in anything more than their hoodies and Christmas pj’s, the Christmas Morning atmosphere created by the store has raised my opinion. I can’t wait to see what they do next year.
Image Ownership: Watermelon Fox
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