Every Tuesday, From the Founder's Desk.

People often imagine buying trips as glamorous. Paris hotels, endless cappuccinos, and perfectly lit showrooms. And yes, there are moments like that. But most of the time, buying for a boutique is instinct, risk, and intuition.

There’s no formula. No spreadsheet can tell you what’s going to move someone emotionally when they walk into a store six to nine months later. You have to feel it.

That’s what I love about buying, it’s not about chasing trends, it’s about building a world.

The Art of the Edit

When I buy, I’m not just thinking about one designer at a time. I’m thinking about how collections will live together, how a silk dress might soften the structure of a tailored jacket, or how a textured knit will ground something minimal.

I’m always asking myself, does this piece belong to the world of Lesser? Would I wear it myself? Does it make sense next to what’s already on the rack?

The edit matters more than the volume. I’d rather have 10 exceptional pieces than 30 good ones. That’s where personality comes from.

Balancing Instinct and Risk

There’s always a moment of doubt during buying, when I fall in love with something slightly outside our usual world. Sometimes those risks become the pieces that define a season. Other times, they just remind me that I’m human.

But I’ve learned that boutiques only stay alive when they evolve. The collections have to breathe, just like the people who wear them.

The Invisible Side of Buying

Behind every rack are dozens of quiet decisions. Exchange rates, shipment schedules, timing, sizing, and forecasting. But I try not to let that noise drown out the creative part.

Because when buying becomes purely operational, you lose the magic. The boutique starts to feel like a spreadsheet instead of a story.

A Founder’s Note

Every season, I remind myself: you’re not just buying clothes, you’re shaping how people will feel when they walk into Lesser.

And when a client tries something on, looks in the mirror, and quietly says, “this feels like me” that’s when I know I got it right.

What I’m Noticing

Buyers becoming more curator than merchant, editing harder, storytelling more. Smaller collections with stronger identity. Designers showing restraint as a sign of confidence, not caution.

Finishing Note

Buying has taught me that instinct and structure can coexist. That intuition is just experience wearing softer clothes. Each season reminds me that what we choose to bring in is as much about feeling as it is about forecasting.

Next week, I’ll share a more reflective letter on holding the vision steady when everything around you is shifting.

Jaz x