Pure Beauty

Meet the buyer: John Bell & Croyden’s Head Beauty Buyer on 2022 trends and the brands she’s eyeing

By Becky Bargh | Published: 15-Oct-2021

Marcela Selimi is the Head Beauty Buyer at luxury retailer and pharmacist to the Queen, John Bell & Croyden. In this exclusive Q&A she explains how she cherry picks the best brands to feature at its Soho store, London, and the brands she’s going to be backing in 2022

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Marcela Selimi

Marcela Selimi

Established in 1798, John Bell & Croyden’s reputation has developed way beyond just being the the pharmacist to the Queen for the last 60 years.

The retailer's Wigmore street, London, store is a one-stop-shop for everything beauty related, from wellbeing products, to ingestibles, colour cosmetics and fitness skus.

But, while the team is expanding the retailer’s reputation, that does not mean its neglecting its luxury tagline.

In this exclusive Q&A, Marcela Selimi, the group’s Head Beauty Buyer, explains how she’s keeping the retailer's stocks luxury-focused and the best way for a brand to pitch their ‘wow’ factor USP.

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