Shop of the swinging 60s celebrates its 50th

Jane Davidson, luxury women's clothing boutique in Thistle Street, Edinburgh.

Jane Hall, 74, who launched the store as Jane Davidson in 1969, will be celebrating alongside her daughter Sarah Murray, who now owns the family-run business.

From its base in the Grassmarket, the original trend-setting boutique was decorated in the style of a smart French salon, conversely, selling only British brands, such as Jean Muir, Ozzie Clark, and Jean Varon.

Following the move to Thistle Street 30 years ago, the store has gradually expanded – from ground level upwards – to occupy four floors of its elegant Georgian townhouse.

Over the years, Jane Davidson has been credited with introducing many high-profile brands to Scotland, including Jimmy Choo, Roland Mouret and, more recently, Anna Valentine.

As a haven for the well-heeled shopper, it now showcases a range of top International names, while promoting the work of established and emerging local talent, with designers such as William Chambers and Mairi McDonald.

Success has also been built around supporting sustainable designer fashion and the shop regularly hosts sales, charity shows and pop-ups to give customers an affordable access point to high-quality garments that will last.

Visitors to the boutique are encouraged to try styles they might not normally wear and purchases are carefully logged so that clients get the most out of their wardrobes each year. The sales team will even request and store information on a customer’s social circles in order to avoid selling similar outfits to different clients attending the same function.

“The doors to Jane Davidson opened 50 years ago, and I am so proud of everything the boutique has achieved in that time,” says Sarah, who believes customer service is paramount. “We want to thank our customers for their loyalty over the past five decades and look forward to providing Edinburgh with an exceptional luxury shopping experience into the future.”