Every Tuesday, From the Founder's Desk.

There’s a running joke in fashion that the boutique is obsolete. “People shop online now,” they say. “The future is digital.”

And yet - here I am, opening one store after another.

The truth? Boutiques aren’t dead. Boring boutiques are dead. The boutiques that feel like white boxes with racks of product and a half-hearted playlist - they deserve to fade out. But the boutiques that feel alive, intimate, and curated? They’re more relevant than ever.

What Makes a Boutique Worth Visiting

When I travel, I never rush to flagships. I go looking for the little places. The ones tucked into side streets, where the edit feels sharp, the music feels personal, and you get the sense the owner cares about every detail - from the light bulbs to the hangers.

These spaces aren’t just about buying clothes. They’re about being inspired, surprised, delighted. They remind you that shopping, at its best, is a cultural act.

In a world of next-day delivery and endless scrolls of product, these boutiques matter more. Because they slow you down.

What This Means for Lesser

The new King William Road store will have racks, yes - but also stools designed by locals, ceramics you’ll want in your home, and chairs that invite you to stay a little longer.

We’re building a boutique that feels like an experience. Where shopping is about connection, not transaction. Where the edit is intentional, the interiors are part of the story, and every visit feels like a discovery.

A Founder’s Note

At 24, people often ask me “Why open another store?” The answer is simple: because I believe in boutiques. I believe in physical spaces that reflect philosophy, not just commerce.

Lesser has never been about “more clothes.” It’s about showing that less really can be more - in style, in design, in life.

And if boutiques are supposedly “dead”? Well, then maybe it’s time we write a new chapter.

What I’m Noticing

Retail spaces doubling as third places - spots to linger, not just shop. Playlists as part of brand identity (sometimes more memorable than the clothes). A rise in “destination retail” - boutiques that become part of your travel itinerary.

What I'm Wearing

I wanted to add in here, my weekly favourite new arrival.

We have Harris Tapper launching tomorrow, so here's a sneak peak into what we can expect to be shopping from their new Spring collection.

x Jaz