The more clients Joel received throughout his doors, the more times he would be asked about the possibility of supplying occasion wear. Women would say to him, “I just can’t seem to find simple lines, classic shapes, and elegance. All there seems to be is ruffles and ruching.”
With this in mind, Joel began to do some research on designers to see if there was anything out there that he could supply, as there was clearly a demand for this style of dress. In spring 2012, Joel opened Alexander Occasional, which ran alongside Quills Millinery, bringing occasional wear into the boutique.
In Spring 2014, Joel was offered the opportunity to purchase a shop on the prestigious Grange Road, Darlington. This would place him right in the hub of the small designer district of the town, and after a substantial refit of the shop, it was ready for business. With this move, Joel decided on an entirely new brand, as he already had two sections to the old business with two separate names, and so created the Joel Alexander boutique that we know and love today.