When Mandy walked away from a successful 30-year marketing career in 2012, she had a clear vision of what was missing from Ipswich's high street. Armed with three decades of retail and marketing expertise, she was ready to create the boutique she believed the town deserved.
"I'd always aspired to be my own boss, and fashion has been a passion of mine since my teenage years," Mandy explains. "Back in 2012, I noticed a clear gap in Ipswich for a boutique offering something more individual and inspiring."
From corporate office to Cox Lane
The transition from marketing executive to boutique owner wasn't without its challenges. Mandy had spent years working across regional agencies, Suffolk County Council, and the East of England Co-op, where she'd risen to Head of Marketing.
Now she was going it alone.
"The biggest challenges in those early years were adapting to working solo and realising that building a business takes time," she admits. "It was a steep learning curve, but I soon developed resilience and patience."
Her marketing background proved invaluable. "It taught me how important it is to really understand your customer and build strong, lasting connections," Mandy says. "For me, it isn't just about selling clothes or accessories, it's about creating an experience that feels personal and memorable."
Remarkably, Mandy has maintained her connection to the corporate world, serving as a Non-Executive Director for the East of England Co-op since 2019 and being elected Vice-President in November 2024 – all whilst running a demanding retail business.
The meaning behind DJV
The boutique's name isn't just a catchy acronym – it encapsulates Errington's entire philosophy. "DJV stands for Daring, Jazzy, Versatile," she explains. "Everything in the boutique, from fashion to handbags and accessories, is carefully curated to inspire our customers and offer something unique. Our collections are simply: Daring, Jazzy and Versatile and far from run of the mill!"
Finding her feet
Success didn't happen overnight. Mandy's lightbulb moment came around the two-to-three-year mark, when she realised the business was gaining traction.
"People were engaging with what we had to offer, and we were starting to establish a strong reputation," she recalls. "After opening in 2012, we made some radical changes in 2014 to better meet customer demands and expectations. Then in 2018, we relaunched, rebranded, and relocated, which allowed us to expand the business."
The move to a larger, more prominent premise in the town centre marked the moment DJV metamorphosed from a startup to an established retail business.
Recognition and resilience
Mandy's efforts haven't gone unnoticed.
In 2023, she won FSB Self-Employed/Freelancer of the Year for the East of England, but it's the national recognition that means the most to her.
"Being named as one of the Top 100 Female Entrepreneurs in the UK in 2021 meant the most," she says. "Such prestigious recognition is invaluable, and it's wonderful to represent our town and county on a national level."
Weathering the storm
The retail landscape has transformed dramatically since 2012, with independent boutiques facing unprecedented challenges from online giants and changing shopping habits. Yet DJV has not only survived, but thrived.
"We've weathered economic downturns and seen radical shifts in shopping patterns, which meant we had to adapt and pivot to remain resilient," Mandy explains. "Our shoppers primarily love to shop with us in person and enjoy the personal experience, which has always been at the heart of what we do."
What keeps DJV competitive against high street chains and online retailers is a combination of personalised service, carefully curated collections, and deep community connections. "Our shoppers love the personalised experience they get in-store, from styling advice to feeling welcomed and valued," Mandy explains. "We like to think of ourselves as high street heroes, with great ties and links to the local community."
Looking ahead
As DJV celebrates its 13th anniversary, Mandy remains focused on growth whilst staying true to her original vision. This year, the boutique expanded its in-store fragrance line and became a flagship for a reputable brand. They also collaborate with other small businesses, providing space to showcase goods and launch products.
"We're always on the lookout for fresh ideas to stay relevant and for ways to keep going and growing," she says. "In the next five years, I see DJV continuing to grow as a destination for unique, inspiring fashion while staying true to the personalised, community-focused experience our customers love."
The bottom line
Mandy's story demonstrates that with the right vision, persistence, and genuine passion for what you do, independent retail can flourish even in challenging times.
As Mandy puts it: "Trust the journey and be patient. Building a business takes time, and there will be challenges along the way, but staying true to your vision, being adaptable, and putting your customers at the heart of everything you do will help to create your very own success story."
For those seeking that daring, jazzy, and versatile shopping experience, DJV Boutique can be found on Cox Lane, off Carr Street in the town centre, or online.
