She created a stained glass dress for pop star Lady Gaga and now she has helped a small Perthshire food shop for free.
A designer who has worked with top fashion brands Hermes and Louboutin has created a stunning window display for Abernethy clootie dumpling shop Clootie McToot.
The Perthshire shop was one of three selected in the UK as part of a collaboration between celebrated window dresser Petra Storrs and Facebook, in support of female-owned small businesses.
Clootie McToot owner Michelle Maddox did not recall entering the business initiative on the social media site when the “too good to be true” email came through.
She recalled: “I wasn’t that tech savvy before Covid but I knew I had to learn more about social media to engage with customers when the shop was closed during lockdown.
“Facebook offered various help and I filled in various forms – I got an email through and I thought it was a scam. It just all sounded too good to be true.
“I just responded to the email ‘And how much is this going to cost?’ I feel dreadful about that now.
“Even when I got an email back saying it won’t cost anything, I still thought there was a catch.”
Petra Storrs has designed sets and costumes for global advertising campaigns, shop windows and music videos.
She was given just three days to create a stained glass dress that Lady Gaga wore in her music video Born This Way.
Two members of Petra’s team were dispatched to Abernethy with tape measures in hand to learn more about the business.
Michelle had already given a lot of consideration to the look of her shop, with beautiful hand painted social distancing signs installed before the shop reopened in July.
“They spent three and a half hours in my wee shop. Petra then sent me a design board and it was spot on. It was everything I could have asked for,” she said.
The finished product has affectionately been named by Michelle’s 10-year old daughter Eve as the “clootie dumpling wishing tree”.
The colourful display, which was revealed yesterday, features a tree which goes over the entrance to the shop with mini clootie dumplings and cups of tea.
“Like my business, a tree is something that has grown from a little seed and when its roots hit a boulder it finds another way through,” said Michelle.
“When I saw it I thought Christmas had come early. It was everything I could have wished for and more.
Reflecting on the project, designer Ms Storrs said: “Having spent years working with global brands on their window displays, it was a privilege to bring to life the shopfronts of these small businesses.
“We have created a window into the world of possibilities inside each store, showcasing the heart and soul of each business at a time when they need support more than ever.”
Petra Storrs’ top five tips for amazing shop windows:
Impact: Think about the customers you are trying to entice! What is it about your shop you are most proud of? Use colour, textures and shapes that particularly speak of your uniqueness to the customers.
Work with what you have: Try to work with your window shape, sometimes difficult odd windows lead to unexpected fantastic designs.
Lighting: Make sure to light up your window for these darker autumn evenings especially if you have any overhangs that will cast shadows. Concealed LED strips are an easy addition.
Variety: Develop and invest in an easily changeable window system that makes your windows more sustainable, easier and cost effective each time.
Dare to be different: Embrace being an independent shop and go for something truly unique that represents you and your values!
