Jaadu Boutique

Monday  10.30 - 5.30pm   Tues-Sat  10 - 5.30pm   Sunday  Closed

92 Park Hall Road, West Dulwich, SE21 8BW

About Jaadu

Jaadu is the Hindi word for magic. A treasure trove of lovingly curated clothes, homeware, accessories and jewellery. The essence of the shop is to bring together stylish, distinctive and beautifully made collections that are unusual and unique. Owner Janine du Plessis began her working life in fashion, then trained with Pilates Foundation and became a qualified teacher. She studied Kathak dancing with Guruji Pratap Pawar and made frequent trips to India, where the idea for Jaadu was born.

Style & Quality

Using natural fabrics, hand weaves and embroideries, the Jaadu own brand of clothes and jewellery is teamed with other labels sourced mainly from India as well as new, emerging young designers who are re-discovering the wonderful skills of their heritage. Exquisite khadi fabrics, jamdani, chikan, and shibori tie dyes are translated into modern, timeless garments and accessories that fit perfectly with the Jaadu customer profile; women of all ages with a sense of independence and elegance.

Responsible fashion

Janine has a close relationship with her suppliers - small family businesses, young designers, social enterprises and female empowerment groups and maintains, as far as possible, a responsible approach to everything produced. She is very concerned with establishing long term partnerships with people who are also conscious of correct ethical practices and safe environmental conditions. You can read more about our suppliers and their traditional crafts, practices and current collections in our Magazine.


Jaadu at Empty Wardrobe: Join us this Thursday 8th November at The Sloane Club from 10-8pm for Empty Wardrobe’s Christmas Market event. Shop Jaadu lines, like our new silk dupion jackets and trousers, as well as seasonal velvets, and classic Jaadu staples. Exhibiting alongside other fantastic indie brands, this is the perfect event for your #indiechristmas.


Indian evening at Dartington Hall: Dartington Hall is a wonderful venue in Totnes, Devon and the latest location of our mini store. It has a rich history of art, design and events, making it the perfect place to host a cultural evening. Join us for an Indian themed evening on 14th Nov 5-7pm at Dartington Hall. Food, music and late night shopping.

Once you have this relationship with your clothes the idea of disposable fashion goes straight out of the window. After all if you love something, you feel good in it, so why wouldn’t you want to wear it again and again?

By Alice Black

Everyone at Jaadu was wonderful, I got the robe quickly for a very fair shipping rate, and best of all, I LOVED it. Beautiful, comfortable and interesting. In fact, I loved it so much that I ordered it in another color. Thanks!
— Kwilliams - Etsy customer