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Seraphine Makes its Northern Debut

11 May 2015
Seraphine Makes its Northern Debut
This May, Leeds' premium shopping centre welcomed a new addition to its list of high-end and luxurious fashion retailers as the UK's leading award winning maternity brand, Seraphine, made its UK debut outside the capital. With its wide array of stylish and high quality clothing, shoe and accessory options and not to mention the brand’s royal seal of approval, Seraphine gives yummy mummy a whole new definition.

Located beside UK lingerie brand Bravissimo in the Cross Arcade of Victoria Quarter, Seraphine has the prime spot in the heart of Leeds City Centre. With its beautiful architecture and housing of many luxurious international brands, it's completely understandable to see why Seraphine chose Victoria Quarter as the perfect location to further expand the brand. Sitting under the same roof as some of the most famous fashion retailers including the likes of Louis Vuitton, Vivienne Westwood and Mulberry, as you can probably imagine, Seraphine fits seamlessly into the mix.

Parisian designer and mother of two Cecile Reinaud launched Seraphine in 2002 with the opening of the brand's flagship boutique on the stylish Kensington High Street in London. They established a name for themselves as the 'go-to brand for trendy mums-to-be seeking beautiful maternity clothes and in the years following the launch they have achieved global success with stockists worldwide. Their success however doesn't stop there. Since 2002, they've won prestigious awards including The Drapers Prize for the Best Specialist Etailer in 2011, The Paypal Etail Award for the Best Multichannel Etailer in 2014 and most recently, The Queen's Award for Enterprise in 2015. A favourite of The Duchess of Cambridge during both her pregnancies with Prince George and Princess Charlotte and spotted on Hollywood A-Listers including Kate Winslet and Jessica Alba, as well as Olympian swimmer Rebecca Adlington, Seraphine's celebrity following is endless and it's easy to see why.

Offering mums-to-be stylish yet comfortable maternity wear to help women both look and feel good during their special and unforgettable journey, Seraphine makes women feel 'fashionably pregnant' when they would otherwise feel far from it. Their unique and ever so practical touch of creating adaptable designs that are wearable both during and post-pregnancy to nurse babies, their denim boutique providing a range of soft, stretchy jeans to fit women during every step of their pregnancy and their Shoe Therapy line, medically proven to reduce muscle strain and correct posture, all make Seraphine stand out from the crowd. Not to mention their elegant Luxe range inspired by Cecile's Parisian heritage, featuring a range of gorgeous silk and lace dresses, perfect for special occasions. Seraphine has something for all soon-to-be mothers.

On walking into the newly opened Leeds store, you'll be greeted with a friendly smile and a welcoming 'Is there anything I can help you with?' With light wooden flooring, white walls and a white ceiling with spotlight lighting and a stunning glass chandelier lighting up the room, this is the definition of chic. The shop has a bright and uncluttered interior with a total of five rails along the sides of the walls elegantly presenting a range of clothing, providing customers with space to freely wander around the store. Two female mannequins showcasing dresses from the current collection are situated in the centre of the store and another stands to the right hand side just behind the window exhibiting a contrasting casual look, presenting the versatility of the Seraphine collection. The checkout booth stands out against the neutral colours with its modern purple and silver themed design and the gorgeous bunch of purple flowers sitting stylishly upon the checkout adds that extra touch. Overall, the understated, attractive and elegant design makes for the perfect destination for stress free maternity shopping, allowing women to celebrate their bump in style.

Mums-to-be of the North you are in luck. With the chic new Leeds store, we now have Kate Middleton style right on our doorsteps.

By
Hannah is head of Retail Therapy and Health and Beauty at Leeds Living. She is an English Language Graduate with a penchant for all things fashion and beauty.