Penelope Chilvers, the British label favoured by the Princess of Wales and Duchess Sophie, has launched a major sale offering up to 50% off selected footwear, clothing and accessories.
For years, the Princess of Wales, 44, and Duchess Sophie have worn the brand on countless occasions, helping cement its place as a recognisable name in understated luxury.
Founder on the brand's understated appeal
Despite dressing one of the world’s most photographed women, founder Penelope Chilvers insists the brand has never set out to become flashy. Speaking exclusively to the Daily Express, she said: “I don’t really think of us as a household name. I feel like not many people know us, although people do recognise us, particularly because of Catherine.”
She continued: “That’s actually what makes the brand so special because we call ourselves ‘a private adventure’. People discover us and feel they love the brand because it’s very special, it’s niche, and it’s not showy. It’s understated, and I think that’s what people really love about us.”
More than just footwear
While Penelope Chilvers is best known for its handcrafted footwear, the brand has evolved into clothing, handbags and accessories, all reflecting the same relaxed yet polished aesthetic that has attracted a loyal following for more than two decades.
According to Penelope, the shopping experience is just as important as the products themselves. She explained: “I would say it’s a very unique experience coming into the shop because there’s so much to look at, but you’re not overwhelmed. It’s cosy, intimate and friendly, and I think that’s very much what our brand is as well. We’re approachable and our customers are incredibly loyal. They don’t just come in once; many of them come back two or three times a week, and they’re very much part of the Penelope Chilvers family.”
That sense of community continues to set the brand apart. Penelope said: “We’re not just a shoe store, we’re a lifestyle brand. We always know what our customers are buying our shoes for and where they’re going. We listen to their feedback every single day, and I think that’s one of the reasons we’ve built such a loyal following. People become completely invested in the brand, and that’s something I never take for granted.”
Sale highlights
With up to 50% off across selected items, shoppers can invest in royal-approved pieces. Highlights include the Dali wedges reduced from £149 to £104, the Fringe leather sandals from £149 to £104, the Chico flats from £149 to £89, the Fringe Handy Suede Bag from £199 to £80, and the Goldie Embroidered Leather Boot from £369 to £185.
Whether looking for timeless leather boots, everyday espadrilles or classic wardrobe staples, the royal-approved label continues to prove that understated style never goes out of fashion.
