Ex-Midlands Today Presenter launches online fashion boutique

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Ex-BBC Midlands Today presenter, Genelle Aldred, has launched an exciting new boutique that focuses on limited edition and exclusive products across womenswear, accessories and lifestyle collections.

Launched last week (Thursday 5 September), SadeRose is an online store with a difference. The boutique houses brands that showcase creativity, exclusivity and premium quality; elements that are of great importance to the SadeRose customer. The range of products is strictly limited to ten products at any one time; a truly sophisticated and clutter free shopping experience for the discerning customer who is confident of her style and perhaps bored of the overpowering scouring and selection process they must go through on many sites. Already confirmed is the growing British brand M. Hulot, John & Pearl, who is already stocked in Harvey Nichols, and new brand Sasha Berry.

Originally born in Birmingham, Genelle spent the first 12 years of her life travelling the country with her family as her father was a minister. Following on from her studies in London, she came to Staffordshire University to do an MA in Broadcast Journalism and began working at the BBC on a work placement. Once offered a permanent job in the newsroom, Genelle soon became a BBC regular, delivering the weather on BBC Midlands Today and regional BBC radio for three years.

Last year, Genelle moved to London to pursue her passion for fashion, a decade after studying Fashion Business at London College of Fashion. With the help of the Start-Up Loan programme, an £82.5m government backed programme led by Lord Young and James Caan aimed at young entrepreneurs between 18-30 years old who are looking to finance a business, SadeRose was born. The initiative was activated on behalf of Genelle by Fashion Angel, a business accelerator specialising in the fashion business arena. It was an Angel Investor who provided additional funds to get the business idea off the ground.

Keen to ensure her proposition housed a uniqueness to increase appeal, Genelle focused upon the desire amongst so many of her friends to own something different and special. Deciding only to sell items that are limited edition or exclusive can of course be limiting from a retail perspective, but will ensure Genelle offers her customers the products they want, and that no one else can. Speaking about the launch of SadeRose, she said:

“I wanted to create a site that isn’t crowded with lots of ‘add on’ products, which are often of lesser relevance to the browser. In fact I was inspired by the lust lists and top picks often found in magazines; I find myself wanting everything on these pages, so wanted to create that in a boutique form, for people who love beautiful things; a beautifully curated boutique, showcasing products that are loved by many, but will only ever belong to a few.

I’m really excited that SadeRose has launched but, more importantly, it can be seen by everyone in my hometown of Birmingham. I had three fantastic years working at the BBC and I love going to visit family and friends in the city. I hope that everyone that used to watch me on BBC Midlands Today and hear me on the radio goes and checks out the website… I have no doubt that plenty of Birmingham women would love some of the products on the site.”

To find out more about Genelle’s new venture, visit www.saderose.com.

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Tara Tomes

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