Shrewsbury entrepreneur launches colourful new brand Lil & the Pickle on the town’s independent scene

Helen, who runs a well-known hairdressing business in the town, has expanded into retail with the opening of her Lil & the Pickle shop - offering a mix of handcrafted clothing, kidswear and homeware designed to stand out.

The collection is designed in Shropshire and made in partnership with artisan families in India, combining bold fabrics and traditional techniques with a distinctly local feel.

For Helen, the move into fashion grew naturally from her work with clients.

“Through hairdressing, I’ve always loved helping people feel like themselves,” she says. “This felt like the next step - working with colour and texture in a different way, and giving people something they can wear that really reflects them.”

Inside the shop, customers will find small-run pieces, from quilted jackets to printed textiles, each with slight variations in fabric and finish.

“No two pieces come out exactly the same,” Helen adds. “That’s part of what makes it special.”

Alongside its focus on design, the brand is built around long-term partnerships with the people who make the products. Helen works directly with artisan families and women’s groups in India, supporting fair pay and consistent work.

The opening adds to Shrewsbury’s growing mix of independent businesses, with Lil & the Pickle joining a high street known for its character and creativity.

“It was important to open it here,” says Helen. “This is where I’ve built my business, and where the idea first started. It feels right to share it with the community.”