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Style File: Katie Diment, Founder of Katie & Jo

Headshots_67Who better to ask about clothes than the owner of a fashion boutique? As the co-founder of Katie & Jo (an online store and boutique based in Parson’s Green, London), Katie Diment knows more than most about cut, fabric and must-have labels. Despite having had no previous retail experience, Katie and her co-founder Jo have enjoyed huge success with their eponymous boutique, stocking established labels such as J Brand and MiH Jeans alongside newer names such as Des Petits Hauts and Hanky Panky. Here, Katie, who lives in London with her husband and 12-month old daughter Florence, tells us all about her style..

These days, with a one year old daughter, I find comfort is key!

My look is quite relaxed as I’m always rushing from home to the boutique or meetings. I love a fabulous fitting pair of jeans from AG Jeans or MiH teamed with a long sleeved t-shirt from Velvet and a great piece of cashmere from Chinti & Parker or 360 cashmere. I’m not great at running around in heels so I live in my Ash jalouse ankle boots – I have them in every colour! Often I go straight out in the evenings so I just throw on a Maison Scotch blazer and add some higher heeled boots from Rag & Bone – the Newbury are my current favourites.

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Gia sweater, £195, 360 cashmere; Bodycon high-rise skinny jean, £185, MiH; Jalouse ankle boot, £145, Ash

I love super skinny jeans, which aren’t too low waisted

AG Jeans fit me well as they are slightly longer in the leg than most jeans but I also love Rag & Bone – a new brand to Katie & Jo this season, the legging style are SO flattering!

xx, £xx, AG

Legging leatherette, £225, AG Jeans

Day time dresses are so easy in the winter months…

Just wear with black tights, some boots and you are ready to go. Des Petits Hauts do some really cute, great fitting dresses and I always buy at least one new cashmere dress each winter.  This cashmere Zana dress by 360 is so useful. You can dress it down with boots and a coat during the day and simply add some jewellery and heels for the evening.

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Universe dress, £155, Des Petits Hauts; Zana dress, £275, 360 cashmere; Utopie dress, £155, Des Petits Hauts

I love bohemian style tops which are slightly loose around the waist

Style wise I think if you are going super skinny on the leg don’t go skinny on the top half and visa versa. Libelula do so lovely silk printed tops, this is one of my favourites from this season’s collection..

Hartford top, £215, Libelula

Hartford top, £215, Libelula

Cashmere is my weakness

Chinti & Parker

Navy/fluoro pink star sweater, £350, Chinti & Parker (Ed’s note – check out the W&W colours!)

I love chunky knits to cosy up in the winter – often with hints of colour. Chinti & Parker do fantastic sweaters with unique detailing, such as their famous star sweater. I also love this Lenox star knit from Hunkydory, which I’ve already worn to bits this Autumn.

Lenox sweater, £150, Hunky Dory

Lenox sweater, £150, Hunky Dory


Des Petits Hauts have done an amazing parka this Autumn, it sold out within a day and we had a huge waiting list for the second order.  Odd Molly have also done some great coats – the Muffle Duffle is amazing and incredibly versatile for day or evening.

Muffle Duffle coat, £xx, Odd Molly

Muffle Duffle coat, £350, Odd Molly


I tend to wear Ash jalouse boots or converse during the day for running around or working on the shopfloor and my Rag & Bone Newbury boots in the evening.

Newbury boot, £xx, Rag & Bone

Newbury boot, £395, Rag & Bone

Handbags and Jewellery….

I have a beautiful black Becksondergaard bag, which manages to fit my life in it…. Ipad, make up, keys, wallet and occasionally nappies! And, we are really excited to be stocking up and coming bag designer, Sophie Anderson, next spring. Her bohemian style and fun prints are just amazing. I wear a lot of jewellery, I tend to mix and match silver and gold – you can never wear enough in my opinion!  Melinda Maria does some great evening pieces – I love her necklackes and I also wear a lot of her stack rings teamed with my Davina Combe knot ring.

Silver knot ring with blue topaz, £75, Davina Combe

Silver knot ring with blue topaz, £75, Davina Combe

Beauty Essentials..

I’ve discovered over the years that the three steps of cleansing, toning and moisturising is really important. After I had Florence, I found that my skin suddenly needed a lot more TLC. Long gone were the days of going to bed with a face full of make up! I’ve been using Liz Earle’s cleanser for over a year now and my (usually very unbalanced) skin seems so much clearer and softer. I then use Elemis’ Balancing Lavender toner which smells wonderful and also removes every last bit of make up. I finish off with Skinceuticals hydrating B5 gel – which is amazing for keeping moisture locked in without causing breakouts. I am also a huge fan of Dermalogica’s skinperfect primer, it literally irons out wrinkles and gives you a high SPF.  Before bed, I use Laura Mercier’s pistachio body soufflé – a luxurious body cream that is inspired by the comforting scent of pistachio nuts and cream.

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Cleanse & Polish hot cloth cleanser starter kit, £14.75, Liz Earle; Balancing lavender toner, £21, Elemis; Hydrating B5 gel, £59, Skinceuticals


I adore The Little White Company for Florence and we also stock Bonnie Baby in the shop which is very cute. I recently bought a pair of soft cord dungaree cords for her. They look so gorgeous and are really easy to wear with a peter pan collared vest.

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Soft cord dungarees, £28, The Little White Company; Mr Squirrel jersey playsuit, £33, Bonnie Baby; Peterpan bodysuit, £14, The Little White Company


We moved house in February and interior designing has turned into my new hobby. My favourite shops for the  home are Oka, The White Company and We’ve just bought an Oka herringbone sofa for our kitchen and a chest of drawers from Chic Shack in Putney, a great little furniture company for nurseries. It took me ages to find a bed I loved but this one from The White Company is just divine – super comfy and stylish without being too over the top.

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Herringbone sofa, £1,435, Oka; Madalenne chest of drawers from Chic Shack; Richmond bed, from £1,650, The White Company

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