About Us

A leading independent retailer that strives to give you the very best in luxury fashion and quality service.

In 1984 husband and wife team Julian and Rhona Blades opened the doors of their first womenswear store in Jesmond, a leafy suburb of Newcastle upon Tyne. They had one aim – to bring a new, intelligent offering of womenswear to the north east of England. The store became an instant success and it wasn’t long before the word spread, with demand necessitating the launch of Jules B for men in the neighbouring premises.

Though Julian and Rhona had no previous experience in running their own business, they had plenty of ambition and a great eye for product. As a head lecturer in fashion design, Rhona had a natural ability to seek out and discover unique and exclusive clothing ranges, while Julian’s experience as a self-employed fashion agent - and a family heritage in tailoring that goes back over five generations - gave him expert knowledge of retail operations and a flair for the careful curation of products that would satisfy and reward the tastes of Jules B customers. Together, the Blades have an unwavering passion to deliver the very best clothing and accessories for men and women, with each and every product showcasing individual style and integrity.

In 2017, Jules B’s sister brand Zen Wardrobe was born, providing a distinct offering of comfortable, wearable and luxurious clothing for women. With Zen Wardrobe stores in Jesmond and Kendal as well as online, the business is now able to bring a fantastic range of niche and contemporary brands to a new type of customer, who is attracted not by traditional fashion-forward brands but by a very specific style of soft, expertly crafted and innovatively designed product.

Since 2008 Jules B has been a multi-channel ‘Bricks and Clicks’ operation and now has six boutique stores across the north of England as well as a successful online store that sells to locations all over the world. With a head office in the heart of Newcastle, Jules B remains committed to providing the best in fashion to the north of England and beyond.

At Jules B, we pride ourselves on going to extreme lengths to discover and acquire new and exciting products, and it is our dedication to this goal that has brought us success and national recognition in the industry. We are proud to be the winners of some of the industry’s top accolades, including Drapers ‘Best Independent Fashion Retailer in Britain’ on three occasions. In 2018, Julian and Rhona were also honoured with the prestigious Drapers Independents ‘Lifetime Achievement Award’, for services to the industry.