'We have dreamed about being on the High Street for years:' New flagship West Midlands fashion store opens in village

The opening of the new dedicated shop marks the next chapter for the popular business run by Fiona Haydon and Nichola Jones.

Best friends since the age of 11, the pair are well-established figures in the community as the owners of Phinix Hair and Beauty salon for the last 18 years.

Their Back Room Boutique venture began in the back room of their original salon, quickly developing a devoted following.

From those early beginnings, the boutique grew - eventually moving to a dedicated space above the cobblers on Worcester Road.

Now, Fi and Nic - as they are known - have achieved what has long been their goal - to have a proper High Street presence.

Co-founder Fi said: “We have dreamed about being on the High Street for years. It’s always been in our plans, something we talked about, worked towards, and refused to give up on. To finally be here, with a proper shop front and a window that people can actually see us through, is honestly overwhelming. Hagley has supported us so loyally and we cannot wait to give something really special back to this village.”

Nic, fellow co-founder, added: “We’ve had our share of tough times over the years, every small business does, but our customers kept climbing those stairs and that kept us going. This new store is for them as much as it’s for us. We want it to be the kind of place you pop in for five minutes and stay for an hour — because you love it and you feel welcome.”

As well as carefully curated ladies’ fashion items, the new store in Worcester Road, Hagley, near Stourbridge, sells a range of gifts, accessories, jewellery and homeware including Estella Bartlett jewellery, Paddywax diffusers and decorative matches, Love Rocks bag charms and keyrings, Boogie Boujee candles, plus items by The Scarf Company, Charnos hosiery, Saint Tropez, Soaked in Luxury and more.

The store, which also sells items online, has opened in the shop which was previously home to much-loved independent gift and card shop Lily Blues.

Fi said: “We have huge respect for what Angela built at Lily Blue.

“She was a real part of this village and we feel a great responsibility to honour that by making this space everything it can be.”

The new boutique was fully refitted by Fi and Nic over an intensive 12-day period ahead of the launch - a feat that involved decorating, installing shelving, laying new flooring and fitting signage, while running their hair salon.

The duo were supported by family, friends and a team of local tradespeople.

The Back Room Boutique officially opened its doors on Friday March 6 to a flurry of visitors - coinciding with the annual International Women’ Day celebrations.