Rock the boutique...the family Jagger turns out for Jade's shop

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Three generations of one of the great rock families turned out in force as brand Jagger branched into retail.

Mother's little helpers: Jade Jagger with daughters Assisi, far left, and Amba

Sir Mick flew in from work in Paris last night to support 38-year-old daughter Jade as she launched her first boutique, 13 years after setting up her own jewellery design company.

VIP customers: from left, Sir Mick Jagger with girlfriend L'Wren Scott, Bella Freud, Kitty Spencer, Virginia Bates and Sara Parker Bowles

She was joined by her own daughters Assisi, 17, and Amba, 13, who have been involved in the business in roles ranging from modelling to office filing.

On show: dazzling jewellery on display

At the launch party for the Jade Jagger store in Ladbroke Grove's once notorious All Saints Road, the former wild child explained how even one of the world's most famous fathers knows to be on parade for family events.

Proud: Jade outside with the trademark lips on the sign

“I get a lot of love and support from my family. They seem to know when there is a three-line whip to show up [at my events] and I never make them trot for no good reason.”

Although she admits the Jagger name is so heavy “it requires a trolley”, the designer says support from her family is a huge factor behind her success.

“We're all there for each other. They're all really proud of me and have never told me that I'm trying to do something crazy.”

Is her family close-knit? “Knit, weave, probably more of a tapestry.”

The shop will sell her jewellery designs, one-off couture pieces and artworks.

The designer, who has spent years flitting between homes in Kensal Rise, Ibiza and Goa, said she felt she was finally establishing a base.
“I feel like I'm putting roots down,” she said.

“When you create brands, you really understand them but I don't think they are particularly cohesive to the public. When you put them in a shop it just brings it all together.

“London is a place where I really have to try. I find the whole weather thing very unenjoyable and it's just a little bit cramped. But I have the shop now which is exciting and really does help.”

Jade, the daughter of Sir Mick's first wife Bianca, also told of how the next generations of Jaggers are being brought up in a very different environment from her rock childhood. She said of her daughters: “They're artistic and they're involved. I make them do things around the house. I find they're very charming women.”

The store has dusky pink walls, black skirting and black carpet. Shelves of jewellery are held up by golden pillars. A pair of lips sits next to Miss Jagger's name on the sign.

In the back room is a rail with clothes from her Jezebel range, which includes T-shirts starting at £40.

With all the work on her new shop and range — also appearing soon in Harvey Nichols — it's little wonder Miss Jagger now plans to slow down.

“I think my next project is to try and chill out a little bit more,” she said.

 

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