Cornish coastal fashion brand repeats national award recognition

AN independent Cornish fashion brand has won a national award for the New Boutique of the Year for a second time.

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In 2024, Salt Society's shop in Fowey's North Street took the title, awarded by Boutique magazine, and now its new outlet at Westcott’s Quay, in St Ives, has claimed it again.

This year’s awards panel praised its strong brand identity, contemporary buying, creative marketing and the loyalty it had built since its launch in August this year.

Salt Society sells womenswear, menswear, children’s apparel and homewares, embodying, its website says, “slow, stylish living inspired by the coast”.