A few months after she moved to the U.K. to work as a fashion editor at the Times of London, Ashley Williams is back in the country.
The London-based designer has been on the move for several months now, taking advantage of her new job to create a new boutique for her fashion brand, Bespoke Bar.
Williams’ new boutique, Befour Bar, is located in the historic Royal Court building in central London, where she and her partner, the fashion designer Liza Wills, have spent years creating the best-selling lingerie line.
She says she was inspired to open a boutique when she saw the high-quality products that would be available in the store.
“I wanted to create something that was accessible to everyone,” she said.
The store is called Befours, and it was designed by Wills herself, Williams says.
“We’re going to be selling the same clothes every day for the next two years.”
Williams has created a new line of lingerie and accessories, like high-waisted dresses and bra straps, but she says she also hopes to add more pieces to her collection.
She recently added two new pieces to the store, a lace bikini top and a lace bodysuit, to her “100% organic” lingerie collection.
Williams says her goal with Befoures is to create products that “work for every body type, every style.”
Williams says she started to think about creating a boutique in the U, U.S.A., because it was easier to live there.
“It’s so different, I wanted to try and make a little bit of a home there,” she says.
Williams hopes to create new lingerie lines for herself and other designers who want to stay in the city and have their work available in shops in London.
Befoul Bar’s décor includes some unusual pieces, like a faux-wood chair, a wall-mounted “luggage rack,” and an antique lamp.
“The whole thing has a little pop of a vintage feel, which I really love,” Williams said.
Williams said she wanted to design her own clothes and have them come in different finishes, like leather, brass, and wood.
She plans to sell her lingerie online for about $50 per pair, and also offer custom-made items like accessories and bags.
Williams thinks she will be able to attract new customers with her design approach, and she hopes to keep it simple with the boutique.
“This is not a place for designer babies, I don’t want people to be distracted by the designer kids,” she explained.
Williams is planning to sell lingerie in her new store by herself.
She said she is looking to grow her business by selling her products to other designers, and by working with retailers in London and the U., U.C.A. She hopes to sell all of her items at her new boutique.