Jacqui Baker is an accountant who has taken the term boutique advisory to the nth degree. As a partner at RSM UK and the co-founder of Tabernam, an award-winning ladieswear boutique in Cheshire, she bridges the worlds of finance and fashion. She launched the business in 2019 with her co-founder Alicia Peacock, combining Peacock’s retail buying expertise with her own background in finance. Just a year later, Tabernam secured £25,000 in funding to support its operations and was soon recognised as a Best New Retailer finalist at the Drapers Independents Awards.

To mark Small and Micro Business Day, ICAEW Insights spoke to Baker about how entrepreneurial networks, community support and personal passion have shaped her journey – and why connection is key to thriving in both the boardroom and on the shop floor.

Baker’s professional background grounded in accounting and advisory services has helped to fuel her success.

“Fashion has always been a personal passion of mine,” she explains. “While my accountancy career is rooted in structure and analysis, the boutique became my creative outlet.” Starting the business was a balancing act for Baker – long hours spent switching between high-level strategic advising and hands-on boutique management, but a clear vision kept her grounded.

The power of connection

The theme for this year’s Small and Micro Business Day – Connecting Entrepreneurs – resonates strongly with Baker. “Community has truly been everything,” she says. “Entrepreneurship can sometimes feel isolating, but connecting with other small business owners provides not only perspective but a sense of shared experience.”

Through local networks, mentoring programmes and informal conversations with other boutique owners, Baker has gained critical insights into pricing, sourcing and digital engagement. “Mentorship has reminded me that you don’t have to figure everything out alone,” she reflects.

In particular, the fashion independents community has played a vital role. “There’s a genuine sense of collaboration, not competition,” she says. Initiatives like ‘shop local’ campaigns have further deepened these ties.

The theme for this year’s Small and Micro Business Day – Connecting Entrepreneurs – resonates strongly with Baker. “Community has truly been everything,” she says. “Entrepreneurship can sometimes feel isolating, but connecting with other small business owners provides not only perspective but a sense of shared experience.”

Through local networks, mentoring programmes and informal conversations with other boutique owners, Baker has gained critical insights into pricing, sourcing and digital engagement. “Mentorship has reminded me that you don’t have to figure everything out alone,” she reflects.

In particular, the fashion independents community has played a vital role. “There’s a genuine sense of collaboration, not competition,” she says. Initiatives like ‘shop local’ campaigns have further deepened these ties.

When it comes to exploring new tech, Baker relies on a mix of sources: peer conversations, trend reports and webinars. “It’s not about chasing every new tool – it’s about what genuinely enhances the customer experience or makes the business run more smoothly,” she says.

Looking ahead

Baker is not standing still. From collaborative pop-ups to introducing new designer lines, she’s keeping the boutique dynamic. Social media continues to be a strategic focus, not just for marketing but for storytelling.

“Community and technology are becoming increasingly intertwined,” she notes. Virtual styling sessions and online events may soon be on the horizon but always with a personal, boutique feel. “Technology should enhance what we do – not dilute it.”

What’s her advice to aspiring boutique owners or small business founders? “Start with a clear reason why. Test your concept, listen to feedback, and stay flexible,” she says. “And don’t wait for the perfect moment – take action.”

And perhaps most importantly: stay connected. “Having a network helps you adapt more quickly and make better decisions,” she says. “It keeps you inspired – and reminds you that you’re not in it alone.”