It's Our Birthday: Shmooz Turns 20!

20 Years of Style, Community, and Being Forever in Fashion!

It’s a milestone we’re incredibly proud to announce: Shmooz is celebrating two decades of bringing unique style to the streets of Scotland! Twenty years have flown by since Ian and Vicky, two adventurous Orcadians, first brought their vision to life in the historic town of St Andrews. Little did the 'Home of Golf' know what was about to hit it!

Back in May 2005, Shmooz threw open its doors on South Street, St Andrews. A vibrant, three-storey haven of men's and women's footwear and clothing, we quickly became a go-to destination. Remember those iconic throwback brands? We were the place for Bench, G-Star & Diesel denims, Original Penguin classics, and the ubiquitous Superdry. The bustling streets of St Andrews were certainly a change of pace from the familiar comforts of Kirkwall, but Ian and Vicky embraced the challenge head-on.

We kicked things off with an absolutely fantastic team, with the wonderful Michelle leading the charge as manager. It felt like a sign of great things to come when we opened in the very same year Tiger Woods clinched The Open Championship in St Andrews - the buzz around town was electric! Ian even had the memorable thrill of selling a pair of Adidas trainers to golfing legend Paul Casey. Over those initial years, we were privileged to cater to a diverse mix of locals, students, and the many golf tourists flocking to the town.

Then, in 2008, it was time for a new chapter. Shmooz expanded its roots, venturing to the other end of Fife and into the Kingsgate Shopping Centre in Dunfermline - where so many of you know and love today. We were, and continue to be, so grateful for the incredible loyalty shown by our St Andrews customers, many of whom still make the trip to shop with us in Dunfermline.

Dunfermline welcomed us with open arms, and we quickly built another stellar team dedicated to providing that signature Shmooz service and care. Names like Gail, Dan, Ellie, Sean and Jen were instrumental in kicking off our Dunfermline story. They weren't just hard working assets to the company; they were genuinely good people who helped build the Shmooz community.

Gail, our then manager, oversaw our move into a larger unit, where (fun fact) all of the stock was moved from our old unit into our current home in a single day, using M&S trolleys and some quick feet from the staff - how's that for efficient!? There was no messing about with Gail at the helm and she provided the support and guidance that has allowed our current staff Ellie, Finley and Johnny to thrive in their management roles. (Truth be told, they all still find her a bit scary, she was a true boss lady!)

Staff retention is something we’ve always held in high regard. We’ve been fortunate to have management staff stick with us for impressively long periods. It’s also been incredibly rewarding to see part-time weekend workers stay loyal, with some even progressing through the ranks from weekend sales assistants to managerial positions today. Providing a platform for our team to grow, learn new skills, and expand their connections within the fashion industry is a cornerstone of the Shmooz philosophy.

Our first Dunfermline store, also stocking both men's and women's clothing and footwear, saw its fair share of iconic brands. The fashion industry is ever-evolving, and we’ve always prided ourselves on adapting to what you, our valued customers, want to see on our rails. Through the early 2010s, brands like Farah Vintage, 11 Degrees, and Sik Silk were flying off the shelves - some real throwbacks there!

Fast forward to today, and our current Dunfermline home is packed with the staples you all know and love: the timeless appeal of Polo Ralph Lauren, the quirky sophistication of Paul Smith, the enduring cool of Fred Perry, and the street style of Carhartt WIP. As we've always said, being proactive and adaptive is key to ensuring what we stock is always in fashion. You could say we aim to be 'Forever in Fashion'!

The friendly faces that meet and greet you in store now are our fantastic 2025 team. We have four great full-time employees in Ellie, Finley, Hamish, and Johnny, alongside our brilliant weekend crew: Carmen, Rosie, Holly, and Sophie. They are all dedicated to providing you with the best shopping experience and continuing the Shmooz legacy of excellent service.

These past 20 years have been an incredible journey. We’ve been incredibly lucky to have shared it with such fantastic staff and, of course, our wonderfully loyal customers. It’s always a genuine pleasure to see former team members pop in for a catch-up, and we love chatting with our regulars on a weekly basis. It truly feels like we’ve cultivated a brilliant community around Shmooz.

So, here’s to 20 years! Thank you for being a part of our story. We can’t wait to see what the next chapter holds and look forward to welcoming you in-store soon to celebrate with us.

The Shmooz Team 💙💜

(Keep your eyes peeled over the coming days as we share with you some of the highlights and key moments in the Shmooz story! We also have lots of photos, including some throwbacks and unseen footage to share with you!)