Steel and Jelly

The Birmingham-based men’s fashion brand has opened an impressive new store in Grand Central – and aims to do the same in every major city in the UK

With a great fanfare, the shiny new Grand Central complex opened its doors just days ago. And while John Lewis is the undisputed centre-piece of this very impressive addition to Birmingham’s retail landscape, Grand Central isn’t just about the big chains – there’s plenty of independents making a noise too. Names like Steel and Jelly, a local business whose owners have grown up in Birmingham and who have more than 40 years experience in the men’s fashion industry. Steel & Jelly have been working hard for months to get their flagship store ready to impress – and they haven’t disappointed.

EXCITING EXPANSION

Owner Nish Thakrar, a proud Brummie who studied at Bromsgrove School, said: “In line with our recent programme of expansion, we are very excited to have opened our new store in Grand Central. As well as welcoming people from across the region, we’ll be able to reach new customers from all over the country who will be travelling through the new Grand Central station.” Steel and Jelly are among 60 retailers who have opened up at the £150 million shopping centre and all are looking to capitalise on the huge boost that Grand Central is bound to bring to the city’s retailers. Based in Lord Street, Steel and Jelly is a family business established in Birmingham in 2004 but with a wealth of experience in tailoring covering 40 years. The ethos from the beginning has been to combine classic men’s tailoring with contemporary styling. “The name reflects the contrasting industrious ‘steel’ and the benevolent ‘jelly’ approaches that we took when first starting the business,” said Nish. “The Steel and Jelly philosophy centres on scrupulous attention to detail. We are passionate about embracing innovative British design by creating a hybrid of the contemporary and the traditional. Each item is made with the modern day gentleman in mind, threading the past through to the present.” Steel and Jelly’s collection offers everything from formal tailoring to soft casuals and premium accessories – in fact pretty much all you’d need for a complete gentleman’s wardrobe. “But our products carry an element of surprise too, from a paisley motif inside a collar to a contrasting button thread. We ensure that our designs are as unique as the customer is,” explained Nish.

DISTINCTIVE EDGE

The city’s growing reputation and profile in the fashion industry and among buyers for quality products with a distinctive edge, has seen Steel and Jelly’s business blossom. As well as opening in Grand Central, they have a thriving store in Henley-in-Arden, plus a strong online presence. “Birmingham is fast becoming a key business destination with a network of UK and global companies raising the city’s profile,” said Nish. “We are proud to be part of a forward-thinking and dynamic Birmingham. “Our aims for the future are to cater for the growing demand and interest in the brand and to have stores in every major city in the UK.”