Value Added Partner Stories

We chat to Emma Draper, celebrating 25 Years of Velvet.

Brighton and Hove’s independent destination store, Velvet, celebrated a remarkable milestone this October — 25 years of stylish fashion, accessories, and homeware. To mark the occasion, the team hosted a party and discount shopping event, bringing together loyal customers and friends for a night to remember.

The Velvet story began in 2000 when Emma Draper opened the very first store in Brighton’s North Laine in partnership with her mother, Iris. The Velvet name moved around the city a few times before settling at its current Hove location in 2009.

Over the years, Velvet has never stood still. The team has adapted, evolved, and embraced change — always ready to try something new and unafraid to move on when things weren’t quite right. Their ability to follow market trends while delivering excellent customer service and a personal touch has kept Velvet thriving. The store exudes a wonderful vibe, which the team works hard to share with every customer.

From their early days selling haberdashery, gifts, and stationery, to expanding into flowers, furniture, lighting, fashion, and accessories, Velvet has continuously evolved — at one point even operating four stores. Today, the flagship two-floor store on Church Road, Hove, proudly continues this legacy, now featuring a brand-new men’s section.

What has never changed is Emma and the team’s love of shopkeeping — creating a true destination store that is independent, community-rooted, and proudly bricks-and-mortar (you won’t find them online!).

The Velvet family extends beyond Emma herself. Past and present team members have all left their mark, helping shape the store into what it is today. It has also been a family affair, with Emma’s dad George, mum Iris, sister, and three boys all contributing over the years.

The 25th-anniversary celebration brought together the team, founder Emma, and many of their ever-loyal customers for a night of shopping, fizz, and entertainment from the fabulous local celebrity, Cherry Bomb.

Emma Draper said:

“Wow, what an absolutely incredible night! I’m truly touched by all our amazing customers who came to celebrate our 25th birthday with us – it meant the world.

It was such a fabulous evening, with my amazing team working so hard – while sipping a little Prosecco and dancing too!

I’m feeling so full of pride and love today. Thank you again to everyone who joined us – it really was so special.”

Here’s to another fabulous 25 years of retail magic!

All photos by Henry Warren

www.henrywarren.co.uk

Visit Velvet: 66–68 Church Road, Hove BN3 2FP
Website: www.velvetstore.co.uk
Instagram @velvethove