Helen Wade-Joice of The Stockist

SLUG Style: Helen Wade-Joice of The Stockist


The other half of the brother-sister ownership, Helen Wade-Joice, draws her style from the staples and rudimentary pieces adorning the shelves at The Stockist. “I personally love a classic, simple style. When I walk into a room, I want people to notice me, but I don’t need to be the center of everyone’s conversation,” she says. “I try to combine new trends with old and keep it very wearable.”

Being a mother and shop owner, Helen also keeps her style functional to fit the various duties she adheres to throughout the day. “My wardrobe fits my lifestyle. I have to be able to chase [Isla] around the playground, but also be able to walk into any establishment and look presentable,” says Helen.

Every month, SLUG Style features a distinct and unique member of the community and asks them why they do what they do. Exploring more than just clothing, SLUG Style is an attempt to feature the people who give Salt Lake City flavor through personality and panache.

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