The IRIS story began in Queen's Park in 2004, when friends and local mums Annie Pollet and Sarah Claassen identified a business opportunity. Inspired by their own passion for fashion and driven by like-minded friends in the area who wanted to look stylish and shop locally - IRIS opened its doors - selling a mix of stylish, exclusive, easy to wear, fashion & accessories.
Annie had an extensive fashion background working for brands, such as Calvin Klein, Nicole Farhi and Earl Jeans and Sarah was the head of jewellery production & sales at leading Jeweller, David Morris. Together they combined their strengths and knowledge to deliver their distinct IRIS shopping experience.
Today IRIS has grown to eight stores, all in similar village locations, with seven in London and an eighth in Amersham all stocking the most desirable and affordable brands including Lolly’s Laundry, American Vintage, Masscob, BA&SH, Ulla Johnson plus diffusion lines by Isabel Marant and Vanessa Bruno.
Our own by Iris collection was launched in 2014 - Inspired by what we love to wear, and based on the knowledge garnered by dressing our customers for over a decade in our stores, the by Iris collection was born. By Iris has grown seasonally and has now become a multi-category collection which covers everything from basic, everyday linen t-shirts, cotton wash-bags and jewellery to beautifully cut, sophisticated dresses, jackets and evening wear all with the signature chic and easy to wear style that is at the heart of the by Iris collection.
In 2014 The distinctive way in which the IRIS collections are carefully edited and presented in store and the warm and friendly atmosphere make the shopping experience unique. Sarah and Annie are still very much involved in the day-to-day running of the business and pride themselves on their knowledgeable and passionate staff. Our customers are predominantly stylish women who find it far more convenient to shop locally, and appreciate great quality, easy-to-wear fashion, kidswear and gifts.