Nieuwpoort, Belgium


James’ enticing walk-through shop window will immediately draw your attention. The womenswear boutique diffuses a modern vibe and thrives on elegantly-styled clothing, shoes and accessories.



The Boutique 


This young yet flourishing boutique is located in Belgium’s coastal area. Boutique owner Sabine describes her selection as being ‘always elegant but never overdone’. She takes pride in mixing elegant brands such as Marni, Joseph and Forte Forte into effortless looks.

Albert I-laan 153/0004, 8620 Nieuwpoort aan Zee.
Mon – Fri: 10.00 – 13.00, 14.00 – 18.30.
Sat, Sun, holidays: 10.00 – 18.30


A store’s interior should radiate well-being, the feeling of coming home and being at ease. After all, you buy with your eyes.

The Owner

What kind of styling advice do you give your clients?
To me, the key to a striking look is playing around with different qualities like prints and textiles. I rarely stick to one single fabric since mixing them is a lot more alluring. For instance, a wool sweater will look great on silk. If you’re not accustomed to wearing mixed prints simply go with stripes, a light blue striped shirt matches with any other print.

Are your clients open to advice?
They are, I have clients coming in literally asking for my help. It doesn’t take me long to find out which brands I should or shouldn’t suggest to each client. One must consider whether a woman is willing to step out of her comfort zone. There’s no point in completely changing a person’s look up to where she doesn’t recognize herself anymore.
Why did you choose to sell womenswear?
Because of its versatility. I wouldn’t want to sell one single brand or product because then your options are limited. It’s so much more exciting to be able to combine different items and distinct brands. I also believe it’s important to be able to travel for your profession, it boosts your creativity and inspires.

How would you describe your selection?
Classic with a twist. Classic, because I stay away from asymmetry and complicated shapes. I’m not fond of clothing that looks too ‘designed’, I prefer it to be pure and transparent. A dress can have some frivolousness or fringe, but the model itself should be clean and straightforward.

The Boutique Collection

See the highlights and curated key pieces from James' collections
The Boutique