Style Rules: Jax Meehan
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Flower Print Jacket, £180 | Ulla, Casual Slub Cotton T-Shirt, £75 | James Perse, | Le High Straight-Leg Jeans, £225 | Frame, Oversized Square-Frame Tortoiseshell Acetate Sunglasses, £320 | Celine Eyewear, Monte Carlo Gold Sunglasses Chain, £55 | Talis Chains, Small Leather-Trimmed Woven Raffia Tote, £495 | Loewe, Flat Criss-Cross Leather Slider Sandals, £29.99 | Zara
I’d describe my style as chic and timeless, but I also like to be slightly different. Even if I’m wearing jeans, I like the way I dress to feel elegant. My style is never too girly and I often accessorise with a good scarf. I love the effortlessness of French women.
I was working as a stylist between London and Hungerford and, while London had plenty to offer, I felt like there was nowhere down here in Hungerford to buy certain fashion brands. I wanted to offer that solution, as so many people seemed to be moving back to the area and opened The Jax Boutique – I haven’t looked back since.
I believe style is very personal. We try to build a relationship with our customers by giving as much information as possible and by being flexible – for instance, trying things on at home in front of your own mirror with your own accessories is very important when trying to make the right choice. It has to look and feel right. I also can’t bear for people to waste money on something they won’t wear.
My mother was a great influence on my style, she always looked incredibly chic. She looked just like Audrey Hepburn and was always all about the quality not the quantity. Growing up in a Scottish girls’ boarding school with many hours to while away, I was always devouring the fashion depicted in magazines like Vogue and Cosmopolitan. Now, I am influenced on a daily basis by the brands I’m exposed to through the boutique, what I show my customers and Instagram.
I always dress to reflect the boutique. I am the embodiment of my brand, and I am on show and on Instagram every day and constantly showcasing the latest delivery of dresses, jeans, tops, cashmere, jewellery. If I go out and someone says, “Ooh that’s nice’”, the first question will be “Is that from your boutique?” If the answer is no, then I feel like I've failed. I actually have a rail of all the current clothing, shoes and accessories from the boutique in my dressing room and that is where I start. I will choose whatever the latest products are and then build my outfit around them.
I wear dresses more often than I used to. Since that beautiful summer at the start of Covid, I feel there’s been a shift towards women buying dresses a lot more, myself included. Today I’m wearing a European Culture dress – it’s navy, tulip-shaped and has quite big pockets at the side. European Culture and Elemente Clemente both have superb dresses this summer and they are fully sustainable and eco-friendly. Most are made from the likes of ecovero viscose, which can feel like silk or satin, and lyocell which is super stretchy and comfortable. I also intend to launch my own-brand women’s clothing in the near future which will enable me to focus much, much more on the sustainability of what we sell.
The one piece I think is worth spending a bit more money on is a great pair of jeans, no question. Every detail is thought about, from the composition of the fabric – they are all three- or four-way stretch – to the shape, wash and finishes. If I’m not in a dress, I’m in a pair of slim boyfriend jeans and a shirt with white trainers. Some of my favourite denim brands include Frame (for the cool cuts) and AG (for the super soft materials).
My style has become more refined and elegant over time. I grew up in the 80s with neon and stonewashed denim. I was aware of style and trends but always added my own take. I wasn’t afraid to experiment and, as I got older, I began to tone things down and became more streamlined and – hopefully – elegant. I went through a rather frumpy phase earlier in my first marriage when I was looking after two small children, but I found my way back. That’s when I started styling and helping others find their way back to their own individual style. I love the confidence that comes with that.
The one thing that always finishes off my look is jewellery. On a day-to-day basis I wear a lot of Anna Beck jewellery – it's made by artisans in Bali and is stunning. Almost everything comes in a mixture of gold and silver, so you can layer it up with your own jewellery, and it mixes well with my engagement ring from Robinson Pelham. If I’m dressing up to go out or to go racing (my husband is a race horse trainer so I do quite a lot of that including five days at Royal Ascot), then I will wear my real jewellery mixed with fabulous faux diamond pieces from Heavenly London – I am obsessed with their gold deco dreams earrings at the moment.
If I was to give one piece of style advice it would be... dress for your body shape. Once you know what your shape is and how to dress it, then you can say yes to things that flatter and suit and no to things that don't. You'll look and feel so much better for it as your style matures and you want to look more polished.
When it comes to the brands I rely on for regular wardrobe updates, I adore ba&sh for dresses. The patterns and the colours are gorgeous, and the cuts are feminine but not girly. I always have a couple of classic pieces from 360 Cashmere – they are good quality and long lasting, and I always choose the simple elegant cuts you can wear with everything. I buy at least two pairs of white D.A.T.E trainers per season which I will wear almost every day. They are a lovely shape and super comfortable to wear. and last well.
I'm definitely not a slave to trends but, if I come across something I like that suits me me, then I will embrace it. I attend buying appointments four times a year with independent brands from France, Italy, Germany and Scandinavia – they are influenced by fashion at the highest levels and I filter these influences through into something more wearable. That’s how I choose my pieces for the boutique so – by osmosis – I end up with a JAX-style edit of those trends.
The pieces every woman should have for spring/summer are a pair of pale blue jeans – I live in Frame Le Garçon (slim boyfriend) jeans for every day; a dress like the ba&sh Calas one that can be dressed down with some tan flats for every day or up with extra jewellery and a cute clutch; a great blouse – Summum is a new Dutch brand for us and this season they had some incredible white lace and frill blouses; a pair of palazzo trousers like our lemon yellow pair, also from Summum, for when you want to dress up; a chunky gold sunglasses chain from Talis Chains to add that extra glamour whether you are wearing jeans or a bikini; and finally a pair of tan Zara slides which go with all of the above.
When it comes to handbags, I like to invest in classic brands. I have a Smythson black tote as my work/laptop bag, and my summer handbag is an Anya Hindmarch Neeson chalk tote. I also have a small black Mulberry Satchel. My wallets are both Smythson and I have just ordered a Muun basket bag for my holiday in two weeks’ time.
My top tip for dressing for hot weather and looking chic is to keep it oh so simple. A chic white linen dress is perfect. My favourite this season from Elemente Clemente is made from cool sustainable linen and has an unusual, wide breezy, wafting cut with huge side pockets – who doesn’t love a pocket in a dress! It won't cling to your body and can easily be dressed up with some chic shoes and jewellery and a raffia clutch or down with a pair of flip flops. A large pair of sunnies always adds a little extra glamour too.
My advice for anyone looking to refresh or update their wardrobe is to shop somewhere you trust to look after you. Find a curated boutique that caters to your style and doesn’t just sell you things for the sake of it. We have two stylists who are on call/email at any time for advice on fitting and styling.
My best life advice is to be a yes person at every opportunity. I've learnt to do this, and it's opened me up to adventures that I am so grateful for. I’ve travelled through Southeast Asia, I drove from London to Sydney with a group of friends in two bright pink Land Rovers, I've climbed Kilimanjaro, I've cycled from Land’s End to John O’ Groats, ridden around Jordan on horseback, explored the depths of Libya, driven a motorcycle through Romania… I even have a pilot’s licence, would you believe? All because I’ve just said yes.
When it comes to skincare my loyalties lie with British brands. MAKE Skincare by Mary Temperley is heavenly – I adore the products and they are completely natural and mostly made on Mary’s Aga at home; she’s even started growing her own lavender in Somerset. Her face oil is the best nourisher and perfect make up base. Albus & Flora also make the most divine anti-ageing, all-natural lip balm with SPF 30 – it's sheer with a hint of colours, great for skiing, sunning or just great lip protection.
When it comes to Instagram I like to follow successful, creative women like American fashion designer Jenna Lyons – her style is cool and no-nonsense but beautiful and she constantly injects her creativity into new projects. I also admire Tory Burch for the stunning business empire she has created and Gwyneth Paltrow – I know she’s not everyone’s cup of tea, but she turns her hand to many different ventures and her attitude to life is refreshing.
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Images by Victoria Adamson
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