A MOTHER is fulfilling her lifelong dream by opening her own shop in the city centre.

Radana Hruba, owner of the jewellery and lifestyle brand Julia Rouge, will officially open up her first-ever store in the Hopmarket at the end of this month. 

She said she walked into the empty shop and immediately fell in love.

Miss Hruba moved from the Czech Republic to study at Worcester University in 2009 and fell in love with the city.

"I have always dreamed of opening up my own shop - my mum was a fashion buyer and had her own boutique," she said.

"Worcester is a place I have in my heart and when I found the place, I walked in and just fell in love."

Worcester News: Radana Hruba is excited to open the store at the end of November.Radana Hruba is excited to open the store at the end of November. (Image: Radana Hruba)Julia Rouge started life as a pop-up shop that has appeared across Evesham and the Cotswolds and sells mid-range jewellery, clothes and other lifestyle items.

"It is quite exciting because I did pop-ups before and I could not quite get my ideas out because it was always someone else's shop and I could not express myself as a business."

Miss Hruba said the store would open in Unit 1 in the Hopmarket and give a French apartment-style vibe.

She said she wants the space to breathe and not be too cluttered. 

The concept behind Julia Rouge is to allow customers to pair their jewellery alongside their outfits under one roof.

Miss Hruba used to work at Stripes Fashion in Worcester before it closed down and said the idea came to her after spending years seeing customers needing to go elsewhere for their jewellery.

She then decided to create Julia Rouge in 2019, which became a popular online and occasional pop-up shop. 

"At the moment, we will be bringing in second-life clothing that could have ended up in landfill.

"I wanted the business to do its part in sustainability."

The team at Julia Rouge handpick designer brands from around the world to sell on their online and soon-to-be real life store.

Miss Hruba will be opening her store at the end of November but an official date is yet to be revealed.