Shropshire boutique continues to support local community through Covid-19 crisis

Boutique women’s fashion and accessories store, Wild Iris, is continuing to provide support for local artists and charities during the ongoing Covid-19 pandemic.

The young store, which only opened in July 2019 in Ironbridge, Shropshire, has suffered from a lack of government Covid-19 support due to being a new business, but has found ways to diversify through virtual shopping experiences, contactless local delivery and free UK delivery. By finding innovative ways to offer products and services to customers this, in turn, helps Wild Iris continue to support local causes.

The boutique store sells a range of products from ladies’ Italian fashions, accessories and jewellery, to homeware and handmade gifts, produced by local artists. It also supports three charities, including Stay Telford, Cardigan Bay Marine Wildlife Centre and the Royal British Legion.

With more than 15 years of retail experience, owner Toria is determined to see Wild Iris flourish and continue providing opportunities for the local community, despite recent struggles.

“We enjoyed a really successful first few months at Wild Iris, and were able to provide opportunities for local artists to showcase their work, give back locally through community events, and support three wonderful charities," she said.

“Unfortunately we were then hit quite hard by the floods in February and after recovering from that, Coronavirus took effect.

“Luckily, we have been able to diversify by trading online, offering virtual personal shopping experiences, providing gift wrapping services, and offering free UK delivery and contactless delivery in Telford and Shrewsbury – and our customers have responded really well.”

Since opening last summer, Wild Iris has been dedicated to stocking local artists’ gifts, such as prints, pottery, candles and jewellery, alongside its ranges of handbags, scarves and plus-size clothing, as part of Toria’s commitment to supporting the local community.

The artists’ work has also been showcased online and at events by Wild Iris, which also runs regular in-store events such as monthly book clubs, wellbeing evenings, spa evenings and shopping events.

Through work with Stay Telford, Wild Iris supports local homeless women who need smart attire and guidance for job interviews, while 50p from the sale of every one of Wild Iris’ stainless steel straw sets is donated to Cardigan Bay Marine Wildlife Centre, to support its conservation programme.

To shop online visit or pay Wild Iris a visit after lock down at 6 Tontine Hill, Ironbridge, TF8 7AL.

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About Wild Iris

Launched in July 2019, Wild Iris is a ladies' fashion, accessories & jewellery boutique in Ironbridge, Shropshire. We also feature local artists' gifts such as prints, pottery, candles & jewellery. The owner, Toria, spent over 15 years in retail, working up from shop floor to Operations Manager of national chains in the charity & luxury jewellery sectors. After 2 redundancies in 3 years, she decided to go it alone & opened the boutique. The first 6 months were fantastic, but since then the business has suffered from the severe flooding in Feb 2020 & COVID from March 2020. Toria is determined to succeed even in these difficult times & has diversified as much as possible; trading online, offering virtual personal shopping experiences, gift cards, gift wrapping, free UK delivery & contactless delivery in the Telford/Shrewsbury area. Target demographic is ladies from 18 - 65 in the UK interested in fashion, jewellery & accessories, plus size ladies & gift buyers.

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