The Models Own store at Leeds Trinity opens with confidence, enthusiasm and a definite twinkle in its eye. Words: Vanessa Mudd.
I approach the new Models Own store in Trinity Leeds with trepidation and curiosity. Aren’t they just good at bright nail polish? I’m welcomed like a long lost friend. But – I think – I’m over forty – what can they offer to those of us no longer part of the obvious youth market which the branding attracts? The first answer to this is at the door; I discuss foundation shades with the friendly pale skinned assistant. It’s an encouraging start.
Inside, the styling reminds me of Elf and candy canes. It is surprisingly welcoming and organised like an obsessive’s dream: everything is categorised and clearly labelled. I’m struck by the friendliness of the branding and find myself nodding when the CEO introduces Models Own as a family brand, talks up its values and explains why Leeds was chosen to be the company’s only store outside London. This gains a resounding cheer from the crowd. His pride is matched by our Yorkshire pride. He marvels at the sizeable turn out and welcome, but he shouldn’t be surprised – remember Yorkshire’s famously huge enthusiastic response to the Tour de France.
A look around Models Own shows variety and, for me, that’s Leeds in a nutshell. Only in Leeds can I start my evening with an opening at Leeds University (Caught in the Russian Revolution at the Brotherton), attend a launch party, then head for a Tweet up in a traditional bar. This diversity of multiple cultural and social interests is a key a part of what makes Leeds a natural destination for a brand looking beyond London.
Models Own emphasises enjoying make up, an idea reflected in the names they give their products. Who doesn’t want a lip gloss called Angel Delight or Salted Caramel? I feast myself on these names and wonder whose job this is to come up with them, and whether I can have it! I feel like a magpie – I am surrounded by shiny pretty things!
I head over to the foundations (pale colours usually run too pink or oxidise to an orange tint once you’ve left the house) and try out the recommended Porcelain. I’m joined by one of the London team and I share my thoughts –age range, preference for upmarket brands etc. – challenging him to convince me. His reply is confident. He hands me the foundation and merely challenges me to enjoy it!
I have an absolute ball watching the nail designs, make-up demos, listening to the chatter and laughter. I enjoy the colours and the textures – I do love make up after all. I start to feel giddy and wonder whether it’s just the Alchemist cocktails (thanks Josh for telling me three times that it’s called a “Bubblebath”) that are responsible for me liking it all so much. It’s easy to be positive in such a great setting. I see that the Porcelain looks good, but wonder if I will still love it the next morning.
And, this is the thing… I do! The foundation turns out to be a favourite in my ongoing quest for something that looks good, but not too fake, remains pale and stays put when I feel ‘warm’. The goody bag reveals a Red Velvet lipstick that I cannot help but love. I am genuinely surprised that there is quality behind the fun. Whilst I’ll definitely leave Saturdays to the younger set I know I’ll find myself feeling comfortable in the store when I pop in.
It is a surprise to me that before the CEO and his London entourage arrive back at Kings Cross, I’ve fallen in love with their Runway foundation. It’s not a surprise to me that this developing brand chose Leeds Trinity – it’s bright and confident and I think Leeds is feeling that way too. It is another credit to the city that it continues to attract youthful and significant brands.
If I have any complaint about the whole night it is that my free lippie has such a boring name! Tomorrow, I’m off to Models Own with just one question in mind – Angel Delight or Salted Caramel?
Follow Vanessa Mudd on Twitter: @vmudds69