Janine opened O’Keefe in Claygate Village 8 years ago after deciding that there was a real gap in the market for original and affordable fashion for the over 40’s market.  She had been working from a showroom at her home in Esher for 2 years as a marketing exercise.  The positive feedback she got from this led her to believe that the next natural step was a bricks and mortar store. This proved to be a great success with the locals and within a couple of years she opened her second store in Weybridge Village.   

As the brand mix evolved it became apparent that a more high profile location was necessary to increase footfall.  The perfect unit became available in Esher High Street  in the summer of 2009 and the rest is history as they say. The Esher store gave Janine the opportunity to not only introduce some fabulous new collections to her brand mix but design a beautiful edgy and urban shop fit including exposed air conditioning units, contemporary hanging rails from Italy and an eclectic mix of vintage furniture including a set of old cinema seats for the shoe department and an old post office counter for storage.

Two and a half years on and the loyal and ever expanding client base in Esher are proving to be a real winner.   With the current tough economic climate, Janine decided to close the Weybridge store this summer and concentrate her efforts on one store in Esher and growing online business and to be in store on a much more regular basis.

“The most important part of the business for me is my customers ...we pride ourselves on offering the best service possible.  We hold regular staff training days and all our staff are Personal Stylists and can advise our customers on styles that really work for them.  It’s all about quality, originality,  affordability and  purchases that have genuine longevity.”

“We are delighted to have recently been voted one of the 100 most inspiring independent stores by Drapers magazines – an accolade that makes all the hard work worthwhile.”

Above: Janine O'Keefe

Below from left to right: Janine O'Keefe and Lou Scott