Stylish Jo Ja Be Boutique opens in Beverley

An independent boutique has opened in Beverley’s Flemingate shopping centre and promises to offer stylish and affordable womenswear, jewellery and accessories.

The boutique was the brainchild of owner Jo Briggs, a former NHS clinical admin manager, and originally started as a successful online business in summer 2021.

Its unusual name, Jo Ja Be Boutique, is because Jo has named the business after her two children, Jack and Beau.

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Jo, from Skirlaugh, has now taken the leap to open the business’s first shop in Beverley.

Her business was born from a desire to bring a modern twist to classic and unique styles to suit all ages and all within an achievable budget.

Jo said: “I’m so excited to open my first shop in such a fantastic location. Flemingate is a really vibrant place which offers that whole day out experience.

“As the online store became more popular, I realised many customers wanted to experience in-person shopping and try our clothes on before they buy. The internet is great and fills a gap, but women really want to come in and browse and enjoy hands-on shopping.

“I love clothes and shopping and enjoy making people feel good about themselves, no matter what size or shape they are. I’m looking forward to people being as passionate about our fashion lines as I am.

“We aim to be a place where customers can visit time and time again and always find something new.

“By carrying limited numbers of each item and changing the stock regularly, we can offer a fresh shopping experience every time.”



Owner Jo Briggs, left, with manager Sarah Rhodes inside Jo Ja Be Boutique. The shop will stock exquisite fashion lines from upcoming designers, many of which aren’t available anywhere else in East Yorkshire.
The shop will stock exquisite fashion lines from upcoming designers, many of which aren’t available anywhere else in East Yorkshire.

The shop offers everything from casual to evening wear in sizes eight to 18.

It will also stock fashion lines from upcoming designers, including Q2, Jayley and Comino Couture London, and favourites from well-known brands, like Joe Browns.

Many of the fashion lines are not available anywhere else in East Yorkshire.

The manager of the 840 sq foot shop is Jo’s friend Sarah Rhodes and Beau will also help the pair out as a shop assistant at weekends.

The boutique’s interior has an industrial-style feel, complete with white walls and pops of colour in the fixtures and fittings, alongside the colourful clothing and accessories available to buy.



Q2, Jayley and Comino Couture London are just three of the fashion lines that the new store will stock.
Q2, Jayley and Comino Couture London are just three of the fashion lines that the new store will stock.

Opened in 2015 as Beverley’s largest ever regeneration scheme, Flemingate also recently saw the addition of the UK’s leading homeware retailer, Dunelm, into the 41,000 sq ft former Debenhams department store.

The shopping centre is owned by Hull-based Wykeland Group. Property director David Donkin said: “We’re pleased to welcome another new business to Flemingate and we’re sure the boutique will be a big success.

“As the retail landscape changes, independents are coming to the fore and that’s reflected in the growing proportion of local businesses at Flemingate.



The independent boutique was launched by owner Jo Briggs, pictured, as a successful online business last summer and the Flemingate store is its first bricks-and-mortar shop.
The independent boutique was launched by owner Jo Briggs as a successful online business last summer and the Flemingate store is its first bricks-and-mortar shop.

“The healthy mix of big national names and unique independent outlets adds even more variety and appeal to the centre’s offering.”

Wykeland have been supportive, positive and approachable from the very beginning,” Jo Briggs added.

“The team at Flemingate and all the other business owners have created a real community spirit and make you feel very welcome.”

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Jo Ja Be Boutique’s prices range from £30 to £300.

The store’s opening times are 9am-5.30pm Monday to Saturday and 10am-4pm on Sundays.

The boutique’s website can be viewed here.

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