#icons erika schneider

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icons erika schneider.

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Erika Schneider Icons

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Icons; Erika Schneider.

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Icons Erika Schneider

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“Hello, Darling!” beams Erika Schneider with a glistening smile; as though everyone she greets has made her day better. She draws people from all over the UK to her boutique ‘Lolly and Mitch ‘in Tring, Hertfordshire - like a happiness magnet, sharing her positivity and charm with every individual who enters the treasure trove of women’s fashion. The boutique is like a magpie's dream - a bazaar full of sparkle and sequins. The warm, bold, sassy and stylish feel of the shop mirrors its owner, ‘the fashionista of Tring’.   While having a ‘passion for fashion’ is likely to be one of the most overused phrases in the English language - for Erika, fashion has always been her life; something that she has loved since being a child. “It’s in my blood,” she explains, “-it always has been and always will be. I have always loved fashion, from my earliest memory; I used to spend hours looking through my Grandma’s catalogues - most kids would look at the toys, while I would gaze at the clothes. It's just my thing!”      Her determination and passion have got her where she is today, an independent woman with a stylish reputation and iconic boutique which boasts originality, individuality and spirit. However, Erika will happily tell you that none of this came without years of hard work - she chose to start working in fashion aged just 14. “Child labour,” she laughs. From starting at Topshop in Croydon in her early teens to working as a PA to the managing director of ‘Jump Knitwear’ at 17 and manager of all concessions within Dorothy Perkins at 18, the fashion industry has played a major role throughout Erika’s life from a young age, “I was very high flying in my late teens,” she jokes as she reminisces.  Now in her early fifties, Erika is happiest while working in her boutique, at home with husband Alan and son Barney, 19 - or with friends (and most importantly, a glass of prosecco). “Clothes, family and friends - that's what makes me happiest… but not always in that order!” Fashion has taken her on many journeys and allowed her to meet a variety of characters, as well as live in a range of places.    “Oh, I’ve lived everywhere!” From Croydon and Crystal Palace to Bethnal Green and the ‘Golden Triangle of Essex’ Buckhurst Hill. But for Erika, there is no place like home, “Tring is my favourite. My favourite ever,” she declares. Bethnal Green, however, comes close second. “Living in Bethnal Green was a really good time,” she explains, “it had the perfect mix of old fashion East End and all of the city workers moving in so it was really diverse - pie and mash next to a funky wine bar. I’d get the bus home from Oxford Circus - sitting with a good book while being driven around the city… I enjoyed that. Although, I did fall over running for the bus a few times!”     After creating a dazzling collection of bejewelled wellies in 2012, Erika finally pursued her dreams of opening a fashion boutique in 2015. Lolly and Mitch was born after she decided that there was a place for independence on the high street, “it’s something that I always wanted to do. I like people, and love the idea of people coming into the shop and enjoying it.” The boutique that is named after a felt rabbit and fabric mouse is described by Erika as eclectic, unusual and ageless. “I would definitely agree that the boutique is a representation of myself. It always had to be, if it wasn’t - it wouldn’t be genuine, people would see through it. I couldn’t do it as a sham, it would be fake. It needs to be me, its a part of me- somewhere a sequin is never out of place.”

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icons erika schneider.

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icons erika schneider.

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