Back to the future with a Yorkshire businesswomen's vintage website -20th Century Foxy

PUBLISHED: 16:16 05 October 2011 | UPDATED: 20:06 20 February 2013

Clare Quartermaine models a popular outfit from her new website

Clare Quartermaine models a popular outfit from her new website

A Yorkshire businesswoman has gone back to the future with her own vintage website, as Jo Haywood reports

After a decade in marketing and design as managing director of QT Creative, Clare Quartermaine has set up a website dedicated to vintage reproduction clothing from the Thirties to the Sixties.

There is a blossoming vintage and burlesque culture in the UK, she said. Its massive in London, and it looks as though Yorkshire is set to follow suit, especially since Lily Allen recently launched her own vintage range at Harvey Nichols in Leeds.

Clare and her team at 20th Century Foxy are in the process of developing their own range of vintage-inspired clothing to fill any gaps in the market
as well as producing items adapted from vintage patterns and transformed into modern shapes with simple detailing.

Clares cyber boutique is the largest online stockist of American brand Stop Staring! The label, which has established a name for itself among vintage fans around the world, produces a range of inspiring dresses using new fabrics with old styles to create a flattering silhouette.

Effective utilisation of social media has been key to the promotion of 20th Century Foxy, said Clare. The website has a presence on Twitter and Ive started my own blog. Our Facebook page has over 1,800 followers already and has developed a community with our bi-monthly Are you a foxy lady? competition which invites fans to submit photos of themselves in garments bought from the website.

The online shop has numerous links with other relevant sites and blogs on top of sponsored links with Google. It is advertised in a number of genre-specific publications and Clare has been asked to write a monthly article by a magazine dedicated to those passionate about vintage clothing.

Were also about to dip our toes in the water of vintage-inspired menswear, she revealed. We have listened to the men of Yorkshire and are following through with their requests.

With three children and a marketing and design agency to run as well as the website, Clare has had to become a master in the art of juggling. But help from her husband with dispatch and stock management as well as the school runs, means shes just about managing to find enough hours in the day.

Time for myself is rare, so its a really good job I love what I do, she said. And my family is my driver because they depend on me. What better reason to work hard?

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