[AD] Fashion moves quickly. New collections appear every season, trends disappear almost as soon as they arrive, and social media constantly encourages us to l…
[AD] Fashion moves quickly. New collections appear every season, trends disappear almost as soon as they arrive, and social media constantly encourages us to look for the next thing.
However, some of the most satisfying pieces to own come from businesses that work at a slower pace. They focus on a particular product, develop genuine knowledge and create something intended to remain useful beyond a single season.
Across Wales and the wider UK, independent clothing and accessory businesses are proving that modern style can still be built around skill, purpose and a strong connection to place.
Photo by Vitalijs Barilo on Unsplash
Buying Less but Choosing More Carefully
Buying better does not necessarily mean building an expensive wardrobe or replacing everything you already own. It means being more selective about what deserves a place in it.
A well-made pair of jeans, practical jacket or mechanical watch can be worn repeatedly without feeling disposable. These pieces often become more personal with time as fabrics soften, leather develops character, and familiar details become part of an everyday routine.
Before buying something new, it is worth considering:
● How often it will realistically be worn
● Whether it works with clothes you already own
● How it has been constructed
● Whether it can be maintained or repaired
● If you are choosing it for yourself rather than following a short-lived trend
This approach places greater value on knowledge and longevity than novelty.
Hiut Denim and the Return of Jeans Manufacturing to Cardigan
Hiut Denim is a particularly strong example of a business shaped by its location.
Cardigan in West Wales was once an important centre of British jeans manufacturing. When its factory closed, the town lost hundreds of jobs, but the specialist knowledge developed by generations of local makers remained.
Hiut was founded in 2011 with a straightforward purpose: to bring jeans manufacturing back to Cardigan.
Instead of trying to produce every possible category of clothing, the company concentrated on denim. Its philosophy, “We make jeans. That’s it”, reflects this commitment to specialising in one product and continually improving it.
The jeans are cut and constructed in Cardigan by makers who understand how denim behaves. Fabric weight, seam placement, stitching and tension all influence how a finished pair fits and how it will change through wear.
Today, Unit 17 stocks a focused Hiut Denim collection, including the men’s Jerald straight fit and women’s Edna relaxed wide fit. Both styles are made in Cardigan and demonstrate how the same commitment to Welsh manufacturing can produce distinctly different, highly wearable silhouettes.
Clothing That Becomes More Personal Through Wear
Denim is unusual because a new pair of jeans is only the beginning. The fabric gradually softens around the body, while creases and fading develop according to how it is worn.
This makes the correct fit particularly important.
Photo by Maude Frédérique Lavoie on Unsplash
Hiut’s Jerald is a traditional men’s straight-leg jean with a higher rise and more room through the thigh. It works naturally with knitwear, workwear jackets and substantial footwear.
The Edna offers a more relaxed women’s silhouette with a wider leg and an easy shape through the thigh. It can be worn with fitted tops to create contrast or combined with looser shirts and jackets for a relaxed layered outfit.
Neither fit depends on a passing trend. They are practical shapes designed to work with different wardrobes and become increasingly individual through use.
British Craftsmanship Beyond Clothing
The same principles can be found outside clothing. Britain also has a growing community of watch brands and specialist retailers working to preserve knowledge in mechanical watchmaking.
Bremont is one of the most recognisable modern British watch companies. The brand is closely associated with aviation, engineering and durable mechanical watches designed for genuine use.
Many of its watches are built around clear practical purposes. The ALT1 collection draws on aviation chronographs, while the Supermarine range applies Bremont’s engineering approach to dive watches. Limited editions have also incorporated materials connected to important aircraft, ships and moments in British history.
For someone interested in the brand, buying pre-owned can provide access to discontinued references and limited editions that are no longer available through conventional retail channels. Welsh watch retailer MVS Watches holds a changing selection of authenticated pre-owned Bremont watches, including aviation, diving and historically influenced models.
A mechanical watch is very different from a disposable fashion accessory. With appropriate servicing, it can remain usable for decades and may eventually be passed between generations.
Why Specialist Retailers Still Matter
Online shopping has made an enormous range of products easily accessible, but greater choice does not always make choosing easier.
Specialist independent retailers narrow that choice by understanding the products they sell. They can explain why two similar-looking pairs of jeans fit differently, how raw denim will change or what separates one mechanical watch movement from another.
That knowledge is particularly valuable when buying products where fit, condition or provenance matters.
Unit 17 combines its Cardiff store with online retail, allowing customers to see clothing and footwear in person and receive practical fit advice. MVS Watches operates primarily online, with private appointments available for customers who want to view a watch before making a decision.
These are different businesses, but both demonstrate the value of focused knowledge over an anonymous catalogue containing thousands of unrelated products.
Style Does Not Have to Be Disposable
Personal style is rarely created by buying an entirely new wardrobe. It develops through familiar pieces, repeated combinations and objects that acquire meaning through use.
A pair of Welsh-made jeans can soften and fade around the person wearing them. A mechanical watch can record years of daily life while continuing to perform the same function for which it was made.
Neither needs to remain perfect. Part of the appeal is allowing materials to develop naturally while maintaining them well enough to last.
Supporting British and Welsh craftsmanship is therefore about more than geography. It means recognising the skill behind a product, understanding where it came from and choosing something that will still feel worthwhile after the initial excitement of buying it has passed.
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*This post is a paid collaboration with ViQure. Please see the end of the post for more details.
Radio-frequency skincare devices are rarely discussed in the beauty industry. I think Red Light/Blue Light therapy devices have gained so much popularity in recent times that radio frequency devices are not talked about enough. As someone who suffers from rosacea and is willing to tackle anti-ageing head-on, I like to try different skincare devices to see which ones work best for me. I hate the thought that my skin will age eventually, so I'll do anything to slow down that process! Recently, ViQure sent me the Firmea All-in-One Radio Frequency Skin Tightening Device to try and see if this would help with those things.
Before I delve into the device review, let me tell you about ViQure:
ViQure is a skincare device brand that sells devices that help with:
- Hair removal
- Skin tightening
- Reduce redness
- Reduce fine lines and wrinkles
- Microneedling
- Blackhead removal
Their founder, Anna, wanted to create a hair removal device due to her battle with unwanted hair. After being diagnosed with PCOS, hirsutism followed as a side effect of the illness. As with anyone who suffers from this, it had a huge effect on her self-esteem and confidence. She wanted to find a solution to break free from the constant cycle of hair removal.
Fast forward to today, and now ViQure has made more than just hair removal devices. The brand's mission is to bring salon-quality skincare products into every home. The device I will be discussing today is the *Firmea All-in-One Radio Frequency Skin Tightening Device.
Let me tell you about the ViQure Firmea All-in-One Radio Frequency Skin Tightening Device
This device from ViQure uses dual-polar RF (radio frequency) and EMS (Electromyographic Stimulation) to tighten the skin, amongst other things. Each wavelength mode the device offers does these things to improve the skin:
RF Mode - gently heats the dermis to stimulate collagen production, which then improves the skin's texture and smooths any fine lines.
EMS Mode - firms shallow muscles, providing a lifted appearance and helping to reduce minor puffiness.
Dual Mode - combines both modes above to help gradually improve the skin's elasticity and contour with continued and consistent use.
The Firmea device combines both the RF and EMS technologies. The radio frequency gently warms the skin, helping to lower the skin's impedance and improve its circulation. This then allows the EMS mode to work more effectively. At the same time, RF stimulates collagen production, while EMS tones the underlying muscles. So, as they work together, both frequencies create a more lifting and firming effect that's stronger than either technology alone. Kind of like 1+1=2.
The device targets areas of the body and deals with concerns such as:
- Forehead lines
- Nasolabial folds
- Sagging neck
- Crows feet
- Cheek laxity
- Blurred jawline
The device features five adjustable energy levels for optimal treatment across all of the body areas you can treat. Thinner zones such as under the eyes use lower energy levels, and thicker areas like the cheeks use higher energy levels. When first using the device, it's recommended to start at energy level 1, and then work your way up!
What comes in the box?
The box contents are:
- The Firmea device
- 2x Handle probes (1x Body and 1x Face)
- Power adaptor (beware you'll need to have or purchase a plug adaptor to use)
- User manual
How do I use the ViQure Firmea All-in-One RF Skin Tightening Device?
1) Make sure your skin is cleaned before use.
2) Clean and disinfect your chosen probe before use.
3) Plug the device into a socket. The device will light up white.
4) Connect your chosen probe and long-press the power button on the back of the Firmea device. When you hear a beep, RF mode is activated.
5) To activate other modes, press the switch button to switch modes and levels -
- Red Light = RF Mode
- Blue Light = EMS Mode
- Green Light = RF + EMS Mode
6) Guide the probe over the treatment area. Each treatment lasts 30 minutes. After 30 minutes, the device will reset to its white light and enter standby mode.
7) Clean the probe after use and apply moisturiser to the treatment area.
For more information about techniques for using the device, can be found in the user manual.
Is the device safe to use?
Yes, the device is completely safe to use at home! It is non-invasive, painless and effective! It is also perfect for all skin types.
Should a water gel be used with the device?
The device simply needs a conductive medium. This means you can use something like a water-based serum, lotion, face cream or a conductive gel. Anything like these can make the treatment work well and help the probes glide over your skin more easily.
Can the probes be used interchangeably?
No, there is a reason why you are provided with two different-sized probes. Here are examples of which probe to use on which part of the body:
- The Petite Probe - for delicate areas of the face such as the under-eyes and nasolabial folds.
- The Larger Probe - for larger areas of the body, the jawline and the cheeks.
How soon will I see results?
You will start to see results after 8 weeks with twice-weekly use. But please remember, it's all different for everyone, so please don't be disheartened if you don't see immediate results. I will be posting before-and-after photos once I see improved results!
Will using the device cause long-term fat loss?
No, Firmea delivers energy safely, primarily targeting the dermis and superficial muscles without affecting fat tissue. So the Firmea is safe for long-term use.
What are the pros and cons of the ViQure Firmea All-in-One RF Skin Tightening Device?
Pros
The device in general is very easy to use. I like that there are two different probes for different parts of the face and body. Also, the probes have a smooth surface, which is great for the skin as it doesn't lead to friction and irritation. The Firmea contains 3 different modes to use, which means your skin can get the best of three worlds, and you can choose a mode that any particular part of your body needs. I have definitely seen small improvements, but as I said, I'll post full before-and-after photos soon!
This device is also travel-friendly, which is a bonus!
Cons
One drawback for me for this device - it's time-consuming. It is recommended that the device be used, on average, twice a week. For someone who has rough and dry skin, it's recommended to be used every 2-3 days. However, if your skin is feeling and looking healthy, it can be done every 1-2 weeks. I started using this device every 3-4 days, and now I'm at a stage where I can use it every 1-2 weeks for maintenance. But yes, 30-minutes per treatment is a long time, especially if you're a busy person.
Another very slight drawback is that you need to be near a plug socket to use the device. But honestly, it's not the end of the world!
Would I recommend the ViQure Firmea RF skin tightening device?
It's a fantastic radio frequency skincare device which targets both the face and the body. It has three modes to target particular skincare concerns and is super easy to use! During use, it emits a lovely warmth which is not too overpowering, so I know the device is working its magic. My skin felt very refreshed and supple after using the device. In particular, I noticed a small and subtle difference in my cheeks and their laxity, not too big a difference, but I know that as long as I use the Firmea consistently, I'll see a huge improvement.
Obviously, the slight critique is the treatment times - 30 minutes is a long while to be sat down completing the treatment! Having said that, if you have a lot of spare time and you want to improve your skin, this is the device for you! I use it every 1-2 weeks, and it's fine for me to fit in the treatment!
Fancy a discount code? Use the code LUCY70 to get $70 off a *Firmea device!
Let me know your thoughts on this device!
*This post is a paid collaboration with ViQure. All views are my own. This post also contains affiliate links; they are marked with a *. For more information, please read my disclaimer. Thank you for your support!
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