Nim’s Boutique is an award winning Asian clothing boutique, based in Market Street Leicester.
Owner Nimmi Goswami speaks to us about the store’s unique success, as it celebrates its second anniversary in the city centre.
If there was one word to sum up Leicester’s Nim’s Boutique, it would be ‘unique.’ From its location, through to its extensive range of hand picked items, tailored customer service and strong message of body inclusivity, this store is a rare and glistening jewel in the heart of Leicester’s City Centre.
Picture: Nimmi Goswami
Nim’s Boutique has been a fixture in Market Street for the past two years. It sits away from the majority of Indian fashion stores, which make up the city’s Golden Mile and this was intentional – a bold move designed to bring something different – something unique to the city’s shopping experience…
After speaking with owner Nimmi Goswami, it’s clear that ‘different’ and ‘bold’ is something which she craves and something which she’s drawn to.
“It’s something that’s not really been done before – not something of this scale anyway,” she tells Pukaar when asked about the store’s location.
“The idea is that people can shop for their Indian wedding and party outfits while they’re doing their shopping at Highcross, or while they go and meet their friends for lunch. So it just makes it easier – more convenient and less of a chore.
“Our aim at Nim’s Boutique is to give customers the most pleasant shopping experience that they can have – one where they feel completely comfortable and go away feeling happy and good about themselves, regardless of whether they buy something or not.”
Nim’s Boutique stands out for a variety of reasons, but what really sets it apart is its attitude to body inclusivity. Nim is passionate about celebrating female diversity and the beauty of all body shapes.
In store, every size is fully stocked – from size 4 right through to 26. Stocking plus size outfits is something which is relatively unheard of in the world of Indian fashion, causing customers to flock to Nim’s from as far away as Glasgow and London.
Posters showcasing her award winning plus size campaign adorn the walls, alongside rails full of exquisite skirts and dresses – rich sumptuous fabrics all chosen and designed by the owner herself.
“Whenever we do a shoot, we always make sure that different sizes are represented. So if you come in, you’ll be able to see a size 4 in an outfit but you’ll also be able to see a 22,” she explains.
“Before I set up this shop, I struggled to find a shop which I wanted to go to – where I could feel comfortable, have something in my size and within my budget. So t”his is what I’ve created…“
Picture: Nim’s Boutique
Nim’s Boutique started out life as a casual online operation back in 2015. Nim was on maternity leave when she decided to dip her toe into the world of fashion – something which has always been a passion.
Armed with a degree in Textiles and with time on her hands, she browsed Indian wholesalers for pieces of jewellery which caught her eye and then ordered a batch to sell online.
“It just started out as a hobby really. I just thought I’d give it a go and if people don’t like them, I’ll gift them to family,” she said.
“I sold out, and within a few months I was ordering more and more – just selling on Facebook at first. People were obviously happy with my selections, so I decided to take the leap and go into outfits too…”
Nim set up a makeshift boutique in her garage before moving to a small shop in Upperton Road in 2016.
After outgrowing this, she moved to Narborough Road and finally into her current base where business is thriving.
She has built up a strong social media presence where she showcases her wares, and offers an array of styling tips for all tastes and budgets.
“We try to give customers the most honest advice – there’s no point spending £300 on an outfit if you don’t need it,” she says. “Sometimes it could be just about buying a scarf or a few accessories and jazzing up an outfit that you already have.
“If you come into store, there’s never any pressure to buy and you don’t need to book an appointment. We always say to people, ‘if you’re not sure, you can always go home, have a think about it and order it online. We stock over 2,000 items online and I’d rather somebody buy something that they really like than regret it afterwards because obviously that’s not the best experience.”
Nim is all about giving her customers the best shopping experience. Although she has a passion for fashion, she is also passionate about people.
Despite winning awards and growing her business to the success it is today, she is most proud of the personal affect her service has on customers.
“Of course I’m proud of how far we’ve come since those early days and I’m proud of the awards, but what really makes me happy is helping people and making them feel good,” she says.
“If a customers goes away happy – they’ve had a lovely experience, bought an outfit, they wear it and feel good then that’s all that matters. I feel proud to know that we’ve made that happen.”
For the latest collection, visit: www.nimsboutique.com
By Louise Steel
