Where is it?
Fonda
677 Wilmslow Road
Manchester
M20 6RA
0161 446 117

History:
Despite its location on Wilmslow Road, Didsbury’s residents and shoppers often overlook Fonda. The ever-so-slightly setback shop was opened over nine years ago by owner Sarah Johnson, whose other store, McQueen’s in Chorlton, has the “same ethos, but with different pieces”. Considering the compact size of the place, it probably suits Fonda fine that one of the few clothes shops in the village isn’t swarmed at weekends by pram-pushing mums.

What does it sell?
If you’ve been shopping in France, Germany or Scandinavia, Fonda’s style will feel familiar in a ‘quite-can’t-put-my-finger-on-it’ kinda way. Sourcing limited edition pieces from around the world, the men’s and women’s clothing, including shoes and accessories, all have a similar vibe to them. The womenswear has eclectic items that range from the uber-glam, gem-encrusted maxi dress, to the plain as you like white T-shirt. The men’s, on the other hand, is characterised by casuals such as tees branded with an ironic slogan, jeans, and knitwear, with a few shirts thrown in for good measure.

In Fonda’s world, women obviously love to play dress up more than men, for it’s the fairer sex who are given the most space and attention here. The jewellery, set in a large, mirrored cabinet, is apparently the bestseller, with one umming-and-aahing shopper being told, “I can’t promise it will be here tomorrow”.

Who shops there?
With the aforementioned dress and tee costing £195 and £40, the majority of Fonda’s customers are, unsurprisingly, the young professionals and yummy mummies. But price may be only two-thirds of the reason. The individual pieces are more niche than commercial, so customers who are trend-inspired or play-it-safe types are unlikely to feel at home in Fonda, where the emphasis is on looking unique.

Offering 'automatic styling sessions', help/coercion is on hand for those who want their style complementing, and for those who don’t have a clue but like what they see. Fonda’s shop assistant tells me they often see “anybody and everybody” walk through the doors. However something tells me that a shop which has been open for nine years must have loyal Fonda-ettes who are purposefully catered for.

Future:
It seems two shops are plenty for Sarah, with no plans for expansion on the horizon. There have been murmurings of a refurbishment and “shuffle round” in January but with an established formula that works, there’s little desire to tinker.

Verdict:
There’s no doubt Fonda is stocked with some beautiful, unique pieces that have been well made. Its clothes though are ones you’ll love and want to wear, or ones you’ll like but only admire, with the prices perhaps acting as a tipping point. Still, well worth a look.