Jaadu Boutique

About Jaadu


Jaadu is an independent boutique situated in the heart of West Dulwich which opened in May 2013.

Jaadu is the Hindi word for magic and the shop is a selection of lovingly curated clothes, soft furnishing, homewares, accessories and jewellery. The essence of the shop is to bring together stylish, distinctive and beautifully made collections that are unusual and unique. Using natural fabrics, hand weaves and embroideries, the Jaadu own brand of clothes and jewellery is teamed with other labels sourced mainly from India and 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.


Janine du Plessis, the owner of the Jaadu boutique started her working life in fashion. Her first job was running the press office at Brown's, South Molton Street. After a successful career with top international designers such as Giorgio Armani, Valentino, Ungaro and the like, Janine ran her own PR and Marketing business for the next 10 years, representing the cream of British designers such as Antony Price, Betty Jackson, Artwork, Workers for Freedom, Jenny Packham, Hobbs, Austin Reed and many more. During this time she also lectured part-time at Epsom College of Art, London College of Fashion and St Martins.
Then Janine took a change in direction, studied Pilates with the Pilates Foundation and became a qualified teacher. She learnt Kathak dancing, studying with Guruji Pratap Pawar and made frequent trips to India, where the idea for her label Jaadu was born.

Janine has a close relationship with her suppliers - small family businesses, young designers, social enterprises and 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.


At the moment Janine is making a small collection of nightwear, accessories and jewellery for the wholesale market and in 2016 she opened an Etsy store under the name of Jaadu Boutique.