Joule of the High Street
In our exclusive interview with Tom Joule, he talks to MaHa about the brand’s new flagship store, and why Market Harborough will always be central to Joules’ identity.
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Thank you for being part of our Autumn / Winter issue! Let’s start with the exciting new store. Can you tell us what this means for Joules?
When I came back to the business in 2022, it was clear that sweeping changes were needed. Joules had been stuck in a rut since creative responsibilities had changed in 2018. This called for a complete refresh, reset and overhaul. For me, it was about taking the brand that meant so much to so many, and treating it like a start-up. Moving the store into the heart of the town, where Joules started, is the right thing to do. When the opportunity arose, we couldn’t pass it up. For those readers who might not know the Joules story, can you tell us how the brand began, and your journey over the past 35 plus years? My father opened Joules and Sons in the present site in 1984. I started a separate business in 1989, and brought the two businesses together in 1994 – forming Joules. Joules quickly became a familiar name on the show and event circuit, standing out through innovative products that resonated with customers. We built our identity by blending women’s fashion with a timeless country aesthetic, creating something that felt both fresh and familiar. What, for you, have been the most rewarding moments so far? Joules has given me many rewarding moments. Building a brand is exciting. Putting your name on clothing, selling to retailers like John Lewis, opening over 100 stores and building a growing online community. Why is Market Harborough important to the Joules brand? Joules has been part of the fabric of Market Harborough for over 40 years, with a presence on the High Street, but as a family our support for the sports and arts go back even further. My father was deeply involved with the Rugby Club and both parents were members of the Harborough Theatre. My mother trod the boards, directed and worked with wardrobe. She had a unique and wonderful style and wasn’t afraid of colour – maybe that’s where it all came from. What do you have coming up over Autumn, Winter and Christmas that you are excited to talk about? Outerwear, knitwear and fleece are essential to our winter collection, but it’s our accessories that will be the highlight – crafted with wonderful quality and attention to detail. Our unique socks, designed by our in-house print teams, are always a firm favourite. This season, scarves and some wonderful (faux) fur hats that we saw coming through at last winter’s Fashion Weeks, add a fresh edge to the range. How would you like Joules to grow and continue to be part of Harborough’s culture? Joules has its own take on the clothing market, shaped by observation, creativity and deep connection to its surroundings. Our designs reflect how people live in thriving market towns, rooted in community and a strong sense of place. What we create resonates not just here in Market Harborough, but also in many towns across the UK that share a similar outlook and spirit. And whenever we’re asked where it all began, we say with pride – Market Harborough. Twenty years ago, people might have replied, ‘Where’s that?’ – but today, Market Harborough is firmly on the map. You can find the new Joules store on the corner of the High Street and Church Square. Opening times: 09:30-17:30 Monday-Saturday & 10:00-16:00 on Sunday.
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Issue 27
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