My work as a writer and blogger puts me in touch with lots of interesting people. This week I want to introduce you to Ina, who runs Jensen’s – a gorgeous Scandinavian clothes shop in Ely. Grab your coffee and join us…
Where did we meet for coffee?
Ina and I had coffee in her beautiful clothes shop in the heart of Ely. I brought coffee along with me – a flat white for me and a latte for Ina. It was a beautiful sunny morning, perfect for chatting about spring fashion!
Jenson’s is bringing Scandinavian fashion to Ely
Ina, who’s Danish, has lived in Ely for eleven years. She opened Jensen’s just over a year ago. Her dream? To introduce us all to Danish fashion. She stocks a beautiful range of affordable Danish labels in a gorgeous range of flattering colours and styles.
A very hygge welcome
Ina is passionate about the Danish concept of hygge – and her store reflects this beautifully. As soon as you step through the door of Jensen’s you feel welcome. This is partly down to the calm and stylish interior of the shop – all designed by Ina and her partner. Mostly though, it’s down to Ina herself, who is so friendly and passionate about what she does.
Ina defines Danish style as classy elegance with a twist. A gorgeous dress has pockets, a plain shirt has sparkly cuffs and the sleeves of a classic blazer have the jolliest stripes.. It’s a simple formula that works for all ages and sizes. All her stock comes from Denmark, and it’s affordable too – most of Ina’s gorgeous dresses and skirts are around the £40 mark, and jackets and blazers are around £100.
Don’t save things for best
Over our coffee, Ina gives me a brilliant bit of Danish style advice: don’t save things for best. If you love a floaty top, don’t save it for a night out, wear it right now with jeans and Converse. That beautiful coral pink dress? Wear it on the school run with your old denim jacket! Don’t hide your beautiful clothes away, be more Danish and don’t be afraid to enjoy them.
Ina’s favourite spring pieces
What should we all be wearing right now? Bright colour and lots of pattern! Ina has a wonderful eye for colour and style and everything in her small boutique can be mixed and matched to perfection. I was drawn to the cobalt blues and corals, but I also loved the soft dusky pinks and green-blues. Ina loves her prints and you’ll find a gorgeous range of polka dots, stripes and subtle leopard print.
Get out of your comfort zone
According to Ina, spring is the perfect time to get out of your comfort zone. The weather’s warmer and it’s a great time to try something new. If you always love jeans, why not try a pretty pleated skirt for a change. Or if you want to embrace an edgier style, try wearing a lacy bodysuit with your jeans.
Getting the balance right
Ina, who has three grown up kids and two grandchildren, works in her shop 6 days a week. It’s hard work, but she loves being her own boss. Her key to getting the balance right is leaving her work life at the shop. When she’s at home, she’s at home. Which sounds like a very sensible Danish outlook on life!
What’s next for Jensen’s?
Ina would love to stock men’s Danish fashion one day. She would also love to start hosting small events for her customers. Mostly, though, Ina just wants to carry on doing what she loves – helping the people of Ely look and feel great in her beautiful clothes!
A big thank you to Ina, of Jensen’s Ely for taking time out to chat to me over a coffee! Next time you’re in Ely you must call in and experience the wonderful Danish style for yourself.