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Joan Burstein, the founder of influential London boutique Browns, died on Friday at the age of 100.
Burstein, who was affectionately called “Mrs. B,” was a fashion “fairy godmother“ who played a key role in scouting and championing designers such as Alexander McQueen, John Galliano, Gareth Pugh, Hussein Chalayan and Christopher Kane early in their careers.
She founded Browns in 1970 with her late husband, Sidney. Their first store, on South Molten Street, was a small boutique that later expanded into five interconnecting townhouses. The retailer was acquired by Farfetch in 2015, and launched a Shoreditch outpost in 2017.
As a buyer, Burstein took risks, following her “gut feeling.” Her ability to spot, stock and support avant-garde talent, made Browns one of London’s leading retail destinations.
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She brought brands including Giorgio Armani, Donna Karen, Sonia Rykiel, Jil Sander, Missoni, Calvin Klein, Ralph Lauren and Comme des Garçons to the UK market.
“I could never do the ordinary,” Burstein told Colin McDowell in 2014.
Born in 1926, Burstein grew up in London and was exposed to fashion by her aunts, who were court dressmakers in the City.
Along with her husband, Burstein embarked on her retail career running underwear shops on London’s Oxford Street in the 1950s.
Underneath her lady-like, elegant manner, Burstein had a sharp sense of detail and a deep love of fashion.
Burstein was awarded a CBE in the Queen’s birthday honours list in 2006, for her services to the British fashion industry.
She is survived by her two children, seven grandchildren and seven great-grandchildren.
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How did a small fashion boutique in London build a global reputation? Colin McDowell sits down with Joan Burstein of Browns to learn about her formula for success.
