Jones Bootmaker steps into The Chapel Harrogate for super-stylish autumn/winter fashion shoot

When Holly Willoughby stepped out last year in neat mid-heeled ankle boots by Jones Bootmaker, the York-based retailer’s social media channels began to buzz with excitement.

They were the Neptune boots. “A simple style with a block heel of about 65mm, which is perfect for daywear and nightwear. It’s a Jones heritage style,” says ladies senior buyer Lucille Austin. The navy version, which features in the autumn/winter 2020 campaign, is already top of style influencers’ wish-lists.

Heritage is a strong focus for Jones’s new collection and so, when it came to shooting the campaign, the creative team required a location that would reflect the quality detailing that characterises the classic-with-a-twist shoes and boots it offers for discerning men and women.

Fortunately, especially given the lockdown conditions, they did not have to look far. They found The Chapel Harrogate, a converted grade II-listed Wesleyan chapel built in 1896. Now a luxe boutique B&B, its spectacular conversion began in 2013 and featured in two episodes of Channel 4’s Restoration Man, presented by George Clarke. It has several opulent bedrooms with Chinese, Indian and French themes, each adorned with pieces from the owner’s extensive collection of furniture, fabrics and artworks.

Eclectic and quirky, packed with character and ready-made props, it offered a seductively atmospheric backdrop. “It gelled really well with the look and feel we were trying to achieve,” says Jones Bootmaker’s creative manager, Russ Hampshire, art director for the shoot.

“It was absolutely fascinating,” says Lucille. “It’s like a museum. You couldn’t stop looking around the rooms. It really worked with all the decoration and colours. Jones is known for very traditional crafted footwear, beautifully made, and we wanted to bring that out.”

Lockdown posed a challenge, says Russ, but masks, sanitiser and temperature checks were all in place on the four-day shoot.

The global crisis has made product buying a very different world, too, with no glamorous trips to Italy, Spain, Portugal, Turkey and Brazil for the present, just online meetings and showrooms. “It has changed the way we buy and what we buy,” says menswear buyer George Paver. “Everything is going more casual. The majority of people are still working from home. There has been a big shift from laced smart styles, brogues and so on, to trainers, moccasins and slip-on shoes which can be business casual. There are a lot of Goodyear welted, and stitched styles that the soles can be replaced on. It’s an investment so they can last 20 years.”

There are 35 Jones Bootmaker stores across the UK, including one in Harrogate. As well as its own brand footwear, it also stocks distinguished shoe brands, including Gabor, Birkenstock, Timberland, Barbour, Loake, Barkers and Cheaney.

Nothing beats face-to-face visits, especially for seeing the quality of the leather and workmanship, but through parent company Pavers, relationships with European manufacturers are longstanding. “Some factories we have dealt with for longer than I’ve been alive,” says George, 24. He is the grandson of Catherine Paver, who founded Pavers Shoes in 1971, taking out a £200 bank loan (she had to pretend it was for a sofa, rather than a business). Her sons, Graham, Stuart and Ian (George’s father), helped grow the company. Catherine sadly died four years ago but Stuart remains at the helm, with his son Jason appointed joint managing director last month.

“She continued to work until she passed away,” says George of his grandmother. “She loved the business and that was her thing, all she ever wanted to do.”

Jones Bootmaker was founded by Alfred and Emma Jones, who opened their first shoe shop in the Bayswater area of London in 1857. Their work was continued by nine of their 11 sons. In 1955, the company joined Church & Co and had more changes of ownership until Pavers bought it in 2018.

Looking forward, sustainable collections for both menswear and womenswear are in development, says George. “This will mean that we will be producing shoes out of recycled and sustainably sourced materials, like recycled leather and recycled cork rubber outsoles.”

Women’s ranges have also seen a rise in more casual lines such as sports shoes and slipper styles. Ranges are smaller but this has worked well, says Lucille. “It has meant that we are very focused. We’ve not done any high-heeled product. We’ve kept some glamorous silhouettes but not gone to any extremes. Jones is also known for ladies workwear with court shoes of different heel heights. I wouldn’t even think about buying those at the moment.”

Lucille joined the firm a year ago and appreciates being part of a family business. “Throughout lockdown, they have made everyone feel really secure and we have been able to focus on our jobs. And what has come out of it is that we have learned a lot of lessons about what our customers need.”

So, if you are a woman in search of the perfect-fitting long boot, take note, because there will be a new range coming for next year. Made for walking.

Jones Bootmaker is at James Street in Harrogate and at www.jonesbootmaker.com.

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