Didi's - Classy, never trashy and a lil' bit sassy
Marie Davis took over and rebranded Didi’s 18 months ago and this stylish boutique reflects the passion of its owner for everything Rockabilly. Marie’s evolution from NHS manager to the owner of a boutique on Ashley Road, Altrincham is a surprising story.
Three years ago, Marie was - she claims - a ‘tomboyish’ kind of dresser. Her favourite outfit was jeans and a jumper - nothing flamboyant. In fact, she was struggling with her self-confidence and body image. Boyfriend Andy decided to do something about this, and he surprised Marie by booking her a makeover at Alt Studio in Manchester. Alt Studio specialises in vintage and alternative makeovers and a friend lent Marie some fifties style dresses for the shoot. The sensational result can be seen in the boutique’s publicity material. Marie’s inner glamour puss was unleashed and she has gloried in everything vintage and glamourous, especially Rockabilly - ever since. As her confidence grew, so did a passion for clothes. Marie replaced her wardrobe of functional denim and wool with a huge collection of Rockabilly dresses. Eventually, this massive wardrobe prompted her daughter Lucy to say, ‘Mum you’ve got so many dresses you may as well open a shop!’. Do you know, reader – that is exactly what she did.
Initially, Marie traded on- line and, in fact, still does at http://lovedidis.co.uk/At the same time, her body confidence was so much improved that she combined her new retail career with modelling for such sites as Simply B. She also modelled for the previous owner of Didi’s and when Marie heard that the business was for sale she leapt at the chance to own her own boutique, turning it into an emporium of vintage and retro glamour.
The stock in Didi’s Boutique is all British made and features dresses from the rockabilly range, Lindy Bop, and one off handmade pieces from the Manchester based label Victory Parade. Marie’s proud boast is that whether you are tall, small, petite or voluptuous there will something in stock for you. She is keen to support other independent businesses and stocks jewellery and small accessories from Rubyboo and Atomic Mollie. With such an indy and quirky vibe, it’s not surprising that Marie has also had pop up shops in Affleck’s Palace in the Northern Quarter.
Didi’s Boutique has an amazing raised cat walk in the centre of the floor space and is famous in Altrincham for its fashion shows and events. Watch out for the next Mega Fashion event on the 26th November. A Christmas event is also planned with mince pies and prosecco. Marie wants to spread the Rockabilly message and has plans to attend artisan markets, develop more pop up shops, a home party business and develop her range into children and menswear. There is no stopping this gal!
Anyone who follows #altrincham on Twitter will know that Marie is a leading light in the local twitterati. She is very active online and soon will be combining her love of local and the web by joining the So Brand and becoming the Local Editor of So Urmston, a hyper local magazine, celebrating everything about her home town.