They're a Northumberland couple who turned their passion for fashion into a multi-million-pound business that attracts shoppers from around the world.
Style is in the blood of Julian and Rhona Blades who took a gamble nearly 40 years ago and invested their life savings into launching their first designer clothing store, Jules B, on Newcastle's Acorn Road.
Now, almost four decades later, the retailer is on track for an £8.5 million turnover, selling men's and womenswear to chic shoppers across the UK and internationally.
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"I come from five generations of tailors," Julian, 62, said.
"My father was a tailor and his father was a tailor going right back to the 1800s. My mother was German and she set up some fashion shops importing German brands so it was in my blood."
Julian started his fashion career at the age of just 18 working as an agent based in Germany for South Shields brand Barbour before returning to the North East where he met his now wife Rhona, a former fashion design lecturer.
The pair decided to launch their own business and in 1984 opened their first Jules B store in Jesmond.
Fast-forward to today, and the couple now own five shops across the North East and North West, with two in Newcastle's Acorn Road and Osborne Road.
"There have been lots of highs and lows but not many independent retailers have lasted as long as we have," Julian said. "We are a good team together."
But Julian is the first one to admit that the journey to the top hasn't been easy.
As well as coping with the challenges posed by the pandemic, Brexit, and the current cost of living crisis, Jules B also found itself fighting to survive after being defrauded more than £1M by a member of staff in 2016.
"That was a real challenge and we nearly lost everything," Julian said.
"No sooner did we manage to survive that, then we came into Brexit. That was a huge challenge because we had a big international business with a £4.5 million turnover in Europe, and overnight that stopped and let us in a very precarious position.
"Then we had the pandemic. That was again challenging, but we were lucky as we have an internet business.
"We have five stores, but the biggest part of our business is our internet business, which employs about 40 people.
"We got through that and then we had the war in Ukraine and the cost of living crisis. It just keeps coming!
"I am just so happy to be here. We have employed a lot of people for 40 years and supported the families of employees. People have made careers out of our business - I am proud of that.
"I am proud that people have been able to use Jules B to have a livelihood and feed their families."
Jules B now employs 70 people across the North East and North West and stocks both major and up-and-coming designers including Barbour, Hugo Boss and Lavi.
"We have pure belief in what we do," Julian said.
"We have a passion for the clothing industry and a passion for working with people. We have got a fantastic team of staff.
"It is a great profession because it's never boring. You travel a lot and go to some interesting places and meet interesting people.
"What we enjoy most is empowering people and making people's lives change by making them look better or giving them a nice experience."
