Tuesday Style Fashion (TSF) pops into Soho Boutique for this week’s spotlight on retailers. Under the fashion radar today is principal Michele Coulton.

Michele Coulton’s foray into fashion

I knew I had both style and taste. Having “an eye” is one of the most important attributes in the fashion industry.

I just wanted to formalise it and share my point of view with other women, while making a living. I also come from a family background of women in fashion. My mother sewed for a living and two sisters studied at the French Fashion Academy in New York. It did not feel like uncharted territory. After leaving York College in New York prematurely, coming home and completing Nursing at The University of the West Indies, Mona, and then taking a job opportunity at Air Jamaica as a flight attendant, I felt ready to open my own business.

I started very small, gradually building out two stores, one in Kingston, the other in Montego Bay. Incredibly, it started 35 years ago.

What has kept her in the industry

I think three main components. I have carefully curated and honed merchandise that speaks to Soho’s DNA.

Must be quality! Details are important and affordable. We call our offerings “gentle luxury”.

Second, but just as important is how we take care of you. Our customer service is second to none. My amazing team gives you as much attention as you require without being intrusive in the experience.

Well-trained stylists in this industry is the secret ingredient. You can’t do everything, so my ladies know everything I know.

Crystal and Dionne know their clients’ likes and dislikes more than even the clients themselves! You have to study who you are catering to.

Finally, genuine interest and passion for what you do.

We check in, via a phone call, on our clients if we have not seen them in a while. It can never be only about the transaction or their purchasing power. People enjoy connection and feeling “seen” and appreciated, on both sides, the seller and the buyer.

Crystal and Dionne honestly enjoy seeing our women happy after styling them.

How have you maintained relevance?

By broadening our products/offerings to come in from parts of the world that we formerly did not even think of. For example, Greece. Also by being more inclusive in the age groups we serve. We now cater to a younger demographic as well, as those requests kept coming.

You remain relevant if people feel comfortable and well cared for.

People may not remember what you said , but they remember how you made them feel.

They come back because of the experience… After all, we are not doing brain surgery!

How have you revitalised the brand and garnered additional support?

This is a very difficult question. Retail is extremely hard and highly competitive. Especially with on-line shopping. Storefronts have to work twice as hard to attract and maintain customers.

We have taken advantage of most of the digital platforms to keep us top-of-mind. We have also done a few strategic and selective brand collaborations.

Additionally, making a conscious effort to find new ways of pleasing existing clients is always our priority.

It may be in the form of having an in-house DJ on a random Saturday or having an in-house raffle.

Customer service , customer service, customer service!!!!!

I write the cheques, but my team makes me look good! Success is doing small steps consistently towards a particular goal and this we’ve done for three-plus decades.

What can customers look forward to from Soho Boutique in 2026 ?

We have never been a store that follows trends. I have always preferred having items that are more timeless and that have some longevity to them.

I would definitely say clients will be offered more curated, statement-making, valuable pieces to select from. As in the past and going forward, it will always be quality over quantity.

One of our constant compliments we receive is clients wearing a piece that they have bought from Soho and still enjoying it many moons later.

That speaks to money well-spent!

What are a few season must-haves?

A few of the designers I admire and get inspiration from have really showcased larger statement — making jewellery.

As a huge bold statement-making jewellery collector, I am so thrilled. They have shown so many ways of using one or two bold pieces on fairly basic clothing. The result is sheer magic without trying too hard.

I would encourage women to upgrade their jewellery with a few bold pieces that probably they would not necessarily see themselves wearing.

Another must have is a great white button-down, whether fitted or oversized, depending on preference. You can never own too many white shirts.

A great denim piece, whether pant, jacket or shirt will serve you well. The key is to find something with unusual details.

Scarves as accessories are having a resurgence. They have multiple uses: as a hair wrap, tied to a handbag, tied around the wrist or even through your denim belt loops. Scarves instantly lift both mood and outfit. No longer are scarves reserved for more serious dressing. They are fun and playful and can add lots of personality.

Finally, styling yourself is about presenting the best version of you to the world.

Soho Boutique

Lee Gore Business Centre, Unit 16. 31 Upper Waterloo Road, Kingston 10.

Telephone: 876-925-0245/ 876-552-4504

Email: sohodesignz@yahoo.com

Opening hours: Monday to Saturday, 10:00 am to 6:00 pm.

The right accessories = sheer magic without trying too hard.(Photo: Joseph Wellington)

Coulton says pieces like a classic white button-up shirt will always be money well spent. (Photo: Joseph Wellington)

Soho style tip: A great denim piece, whether pant, jacket or shirt will serve you well! (Photo: Joseph Wellington)

Soho Boutique principal Michele Coulton (centre) and her team, manager/stylist Crystal Porter-Jackson (left), who has been with the team for 14 years, and stylist/sales representative Dionne Sadler, who is on a 19-year run with the brand. (Photo: Joseph Wellington)