Bulawayo couple launch concept store

Stanford Chiwanga

AN upmarket boutique fashion store has come to Bulawayo.

JayRose Boutique by Jeffrey Nyevhe and Primrose Dube-Nyevhe opened its doors to the public in March and has proved to be what the doctor ordered for people with a taste for expensive clothes.

Barely a month after opening its doors to the public, JayRose is fast becoming renowned for selling opulent and original brands, namely Balenciaga, Fendi, Gucci, Louis Vuitton, Supreme and Versace, just to name a few.

**JayRose Boutique opened its doors to the public last month.**

Besides the clothes, the shop sells high-end men and women’s shoes.

Nyevhe said they established the boutique with the aim of changing the game in Bulawayo.

**Jay Rose Boutique sells an array of women and men’s clothes.**

“Most of the clothes sold in Bulawayo are not original and we understand why they are in demand. People don’t have money due to the economic situation.”

**“Now they don’t have to travel long distances to get the brands they want. We now do the travelling and we go as far as Dubai, China, and Turkey to get the clothes that our customers want.”**

“But there are people who want high-end clothes and they don’t mind the price. Such people were being forced to fly outside Zimbabwe to get the clothes that they want.”

**“We are not selling clothes and shoes, we are selling a lifestyle.”**

“Our mission as JayRose is to be the game changer and we have cut the air miles that people travel for classy clothes by bringing the clothes and footwear home.”

**Jay Rose Boutique is located at Bulawayo Centre Shopping Mall.**

“Now they don’t have to travel long distances to get the brands they want. We now do the travelling and we go as far as Dubai, China, and Turkey to get the clothes that our customers want,” he said.

**JayRose Boutique by Jeffrey Nyevhe and Primrose Dube-Nyevhe opened its doors to the public in March and has proved to be what the doctor ordered for people with a taste for expensive clothes.**

Nyevhe said their store was no ordinary boutique but a concept store. A concept store is a shop that sells a carefully curated and unique selection of products that connect to an overarching theme. Often they evoke a lifestyle that appeals to a specific target audience — they are inspirational.

“We are not selling clothes and shoes, we are selling a lifestyle. We aim to reinvent the concept of retail. Everything we sell is specially selected with an aim of being ahead of the pack, as well as surprising customers.”

**“Everything we sell is specially selected with an aim of being ahead of the pack, as well as surprising customers.”**

“We are a fashion magazine that has come to life. My wife Primrose defines our shop as a concept store and I think that’s apt,” said Nyevhe.

Dube-Nyevhe, described herself as a fashion fanatic and said getting into the fashion business has always been her dream.

**JayRose Boutique is a culmination of a life-long dream and ambition for Primrose.**

“This shop is a culmination of a life-long dream and ambition. We are excited to open a shop at Bulawayo Centre Shopping Mall, a location we think is best for a concept store.”

**Nyevhe said their store was no ordinary boutique but a concept store.**

“We have brought a luxury brand portfolio to the people of Bulawayo and so far the response has been great. Bulawayo Centre Shopping Mall is the ideal location for us because almost all the human traffic in town passes through the mall,” said Dube-Nyevhe.