UP CLOSE: With the Teddington-based business owner who is making ‘classic’ fashion ‘current’
By Tilly O'Brien 21st Dec 2025
By Tilly O'Brien 21st Dec 2025
Dianne Yarlett, who owns Nova Fortuny clothing store on Teddington's High Street, first moved to Teddington from LA after she met her husband while he was touring the US in 1973.
At this time, Yarlett was working in a men's designer shoe store on Rodeo Drive in Beverley Hills. While this was the business owner's first job in the fashion industry, she told Nub News that her interest in fashion came from her mother.
She said: "My mother was always well put together, and so I think my love for fashion came from her.
"We used to go shopping together in the 80s, and I think that's where I really learnt about fashion and accessories. I think I owe that to my mum."
After Yarlett's mum passed, the business owner inherited a ton of her mother's clip earrings. Despite not wearing them herself, Yarlett says that several of her customers inquired about her stocking clip earrings, seeing as they "were not being sold elsewhere".
Thus, Yarlett now sells her mother's earrings in the store, which she says "have been all over the world".
Thus, Yarlett now sells her mother's earrings in the store, which she says "have been all over the world".
Yarlett also has a picture of her mother in the store, after a customer requested that she do so.
Upon moving to the UK, Yarlett managed a fashion store in Chiswick.
However, her husband had a musician friend, John Edwards, who was in the band Status Quo and lived in Teddington. The couple loved visiting Edwards in Teddington, so they decided to "buy a place here".
Upon moving to Teddington and with her experience in managing the Chiswick store, Yarlett decided to open Nova Fortuny 19 years ago.
She said: "When I managed the store in Chiswick, they were always asking me to kind of troubleshoot on how they could improve and all that. So, I thought, 'I need to do this and buy my own store'."
Thus, Yarlett and her husband searched for available sites and eventually, the current store's site in Teddington, which was then a pet shop, came up.
"So, I just built the store from scratch, really," Yarlett said.
Yarlett purchases the items she sells from all over the world, particularly Europe and Canada, and it is "all designer stuff".
"My theory is to have classic, decent quality that fits modern, contemporary fashion, but is affordable, so that people don't have to go to Bond Street or whatever to get the look," she said.
As well as selling fashion products, Nova Fortuny also offers styling and personal services such as fitting alterations from local dressmakers.
"Everyone needs alterations," Yarlett said.
While Nub News was in the store, Yarlett helped a customer accessorise a dress she was purchasing for a party by picking out accessories she had on sale.
Speaking about Nova Fortuny, the customer said: "I've been coming to Nova Fortuny for years, and Dianne is great. She has helped me dress for so many occasions.
"I've even recommended it to friends from outside of Teddington, and they love it too."
While Nova Fortuny only has one of each clothing item on display in the store, it has alternative sizes kept in its stock room for customers to try, and the store's staff will help them find the perfect size.
Yarlett explained: "So, it's kind of a unique way of selling. We don't put all of anything out. We just need one."
Yarlett says that each style and item is carefully arranged in the display area with a focus on styling and colouring "to help give people ideas".
The store owner says that her style icon is Audrey Hepburn and that the store's theme is modern, contemporary classic.
"Wide legs are current, but we do them in a classic way," she said.
Yarlett added: "We want Bond Street windows, so that's what we go for, and our windows are very successful."
Nova Fortuny also sells accessories and gifts. Yarlett says that its gifts are "extremely popular, especially at Christmas".
Yarlett also often hosts events in store. For example, during this year's Teddington Christmas Lights Up event, Yarlett hosted an exclusive party in the store with complimentary prosecco.
Speaking about owning and running Nova Fortuny, Yarlett said: "Our team and our customers are great.
"Helping our customers look good is very important. If they don't look good, we don't look good.
"Over the years, we've helped style our customers for a variety of occasions, and we want them to look and feel good because that is our calling card."
She continued: "We owe our success ultimately to one key factor: we love what we do. Every single member of our team is passionate about helping you choose just the right items and supplying great customer service.
"Loyal customers range from the Classic to the Exciting Trend Setter, all seeking something different from the everyday high street brands. We offer Designer Style so you won't need to travel too far to find the right look.
"Throughout the year we add fashion jewellery to enhance our mix to keep it fresh.
"A sprinkling of fabulous on-trend bags, scarves and hats completes our combination of beautiful and unique accessories. Home & Gift have not been forgotten with an eclectic mix of audio players, pots and crazy decorative ornaments.
"We have been so inspired by the response from our enthusiastic customers. ''Thank You'' for all of your support."
You can find out more about Nova Fortuny here.
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