About Jaadu

Jaadu is an independent online boutique founded 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 brand is to bring together stylish, distinctive and beautifully made collections that are unusual and unique.
Jaadu is known for the Present collections, our staple block printed accessories, and our wonderful kantha stitch jackets and coats.

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.

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.