I always get excited when a new shop opens in my area, especially when its filled with fashion. Rosy Penguin is the latest addition to the array of Edinburgh clothing boutiques, nestled in the heart of Morningside, showcasing contemporary yet affordable womenswear from a wide range of brands.

Rosy Penguin is a brand new but already hugely successful boutique run by Judith Campbell, a Personal Stylist based in Edinburgh with over 10 years experience, under the brand name Feel Brand New. She has built up a varied and vast portfolio of  clients, industries, local businesses and retailers. Her clients range from women & men who use Judith to help reenergise their wardrobes 1:1, be it through a shopping trip or a Colour Consultation, to retailers who work with Judith to showcase  collections and businesses who want to offer new events and workshops. Judith has an education in Textiles, a degree in Anthropology and had a previous career as an HR Manager. After becoming an award winning consultant with the worlds leading Image Consultants Colour Me Beautiful, she decided to switch careers and has never looked back.

So Rosy Penguin was born from a love of celebrating individual personal style with a helping hand from the latest trends, complementary colour palettes, flattering shapes and statement accessories. What makes it stand out from other drab shops in the locality is the huge variety of brands but so carefully curated and perfectly married together. You could easily hop in for less than 5 minutes and put a top class outfit together, in fact floating from the hangers are fashion tips and ticks to get the most out of each piece.

The shop aesthetic itself is delightful, with stylish visual merchandising that mixes brand to create outfits that are ready to wear straight off the rail. It’s filled with natural sunlight and decorated with gorgeous interiors in a really modern way but with quirky little twists. That what I love so much about shopping small; you get a sense of individuality and passion that just doesn’t happen in chain stores.

shop-dog

Oh and the best thing about the new Rosy Penguin store? The adorable little puppy that sits by the till looking fabulous. You’ve got to love a shop dog, it always puts a smile on the customer’s faces!

I popped in to Rosy Penguin on a very un-Scottish sunny summer day the other week and walked out with a fitted faux leather biker jacket by Rino & Pelle, and an oversized beaded tribal necklace by Paperchain Jewellery. I have styled them here with an bold print crop top (similar here) and simple black culottes (similar here), both from Zara. The Paperchain Jewellery I was particularly interested in, not only because the unique beads are made from actual paper, but it is an ethical and artisan product with a beautiful backstory. Paperchain is a registered charity which exists to support the rescue of street children in Uganda through fashion, supporting traditional skilled craftsmanship and building creative female communities.

Do you want to find out where else you can buy unique clothing, accessories and more? Check out my Edinburgh Independent Shopping Guide for a full list of boutiques in the city.

Ruth @ Urbanity xxx

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