In the 20 minutes it takes for Victoria Beckham to show off her first-ever boutique, she says the phrase “I know what I want” seven times—and she means it. From the fitting rooms to the ceiling—and the hand-chosen Diptyque candles (they’re Figuier, the green ones, in case you’re wondering)—the designer has chosen every detail of the space. “I could even tell you about the wood in the hangers,” she quips, “but I don’t want to bore you.”
The Dover Street store opens today in London, but if you can’t make it to the British shopping Mecca, keep reading—we’ve got the most intimate details of the new Victoria Beckham shop, straight from the woman herself.
1. If you want to work here, you’ve got to go through The Designer Formerly Known as Posh Spice.
“Sometimes luxury boutiques aren’t welcoming, but I don’t want anyone to be scared coming into the shop! I want everyone to feel warm, and comfortable. Everyone. I’ve interviewed all the sales assistants myself. They’re all very good—very experienced, passionate about retail, and also they’re nice… And if we don’t have what you’re looking for here, the shop assistants will find what you’re looking for somewhere in the world. They really are fantastic.”
2. David Beckham inspired her retail strategy.
“I’m very lucky because I have a husband who does go shopping for me, and so that’s also really important to me—that guys can come in here and they’ll be helped. They can find the perfect gift. I want men to be able to come in here and buy gifts for their friends, their wives, their girlfriends. You know?”
3. The fitting rooms were designed to hold two things: Harper Beckham and a Hermès Birkin.
“I’ve been traipsing in and out of the store, so this one’s got all my stuff in it. The fitting rooms are very, very big because when I go shopping, I’ve got at least one child with me, so it’s important that I can come in, sit the kid down, put the shopping bags down—I love shopping myself, and I know what I need. It’s nice lighting here too, because that’s important—we’ve all been in fitting rooms where you look in the mirror and you go, ‘Oh God.’ I refuse to have that here!”
4. She spies on other shoppers when she visits boutiques.
“I wouldn’t say I’ve been influenced by any other store but I do like to go shopping… Harrods, Selfridges, Harvey Nichols, Browns; I go shopping everywhere. I like to shop in L.A. too, as much as I can having four children!… and I watch shoppers… I’m obsessed with learning about [them]. I want to know what she wants; how she feels; what she’s looking for. I currently do a lot of that!”
5. She shoplifts… from her own store.
“This morning, I was like, ‘What am I going to wear tonight?’ And then, I thought, ‘Gosh, I have the best job in the world. I’ll just grab something from the shop! I can put it back in the morning—don’t tell anyone.’”
6. She’s team Hedi Slimane.
“I like to mix it up. I do love what I do and how my clothes make me feel, but I’m not one of those designers who will only have my own things. I like to support other designers, as well. I wear a lot of Saint Laurent. A lot.”
7. She just broke up with Manolo Blahnik.
“We’re going to sell shoes in the shop and they’ll be our own. I’ve worked with Manolo for quite a few seasons, and I love him, and I love what we did together. But I needed a different hand. And ultimately, I knew if I wanted it to look the way I wanted it to look, I’d have to do it myself.”
8. But she’s not breaking up with NYFW.
“I’m very proud to be from London. I love British fashion, and I’ve dreamed of having my own store in London since I was a little girl… But for Fashion Week, I like being in New York. I’ve been there for 16 seasons, and I get a great time slot, which works for me. Maybe at some point I’ll do something during LFW in the store, but leaving New York? Eh. Sometimes though you have to recognize when you’re lucky, and I have a good thing going there. Now’s not the time to move.”