After Carrie Symonds snubbed John Lewis, can the department store still be considered posh?
John Lewis #JohnLewis
John Lewis has carefully crafted its reputation as the favourite department store of the middle classes for decades – but it’s well-heeled image has taken a hit in recent weeks after apparently being snubbed by the Prime Minister and girlfriend Carrie Symonds.
The news that the couple considered the decor left behind by exiting Prime Minister Theresa May in 2019 at Number 11 Downing Street a ‘John Lewis nightmare’ has seen the term trending on Twitter – with shoppers questioning whether their own purchases suddenly feel a little less glossy.
The media storm this week over Boris Johnson taking a loan from the Conservative Party to redecorate the Downing Street flat where the couple live with their 11-month-old son Wilfred has left many doubting whether the store, over 100 years old and known for being ‘never knowingly undersold’, can still be considered ‘posh’.
Many have defended John Lewis as a discerning choice, including Grant Harrold aka The Royal Butler – who worked as a butler to Prince Charles from 2004 to 2011. Harrold said it was sad to see such a ‘great British institution’ being dismissed and that the revered brand was still very much ‘fit for royalty’.
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When the refurb took place in March, high society magazine Tatler reported it was being transformed from ‘Theresa May’s John Lewis furniture nightmare into a high-society haven’, with Ms Symonds apparently keen on a complete interior overhaul that would banish the mid-market feel.
Shoppers have commented using the #JohnLewisnightmare hashtag on social media in recent days, with many suggesting the PM might have alienated the Tory faithful by besmirching their favourite shop.
@WillBlackWriter wrote: ‘I suspect Carrie Symonds thinking John Lewis furnishings are “common” could be the final straw for middle-class conservative England.’
@gdaduncan added: ‘I’ve just woken up from a John Lewis nightmare – so much better than the Aldi nightmare I’m having in real life. #johnlewisnightmare’
@Emma_Whittaker agreed, saying: ‘As someone who is currently moving house and buying furniture, I would love Boris Johnson’s #johnlewisnightmare
‘Still out of work due to the pandemic and not qualifying for government help, the closest I’ve come to John Lewis is a day dream.’
So what is the verdict of etiquette experts on the much loved British brand? Is John Lewis’ long-held position as middle England’s go-to store for furnishings now less sure-footed?
Grant Harrold aka The Royal Butler, who worked for The Prince of Wales for eight years, told FEMAIL it was sad that such a well-loved brand could be dubbed a ‘nightmare’.
He said: ‘Our country is just starting to get itself back on its feet and our shops have just opened up again including the great British institute that is John Lewis. I do hope that this does not affect John Lewis and any of the companies that supply furniture to them either.’
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He added: ‘Perhaps Ms Carrie Symonds could instead show support to our British businesses and instead of blacklisting a company be seen shopping for her new sofas and chairs in her local John lewis.
‘I personally can not wait to head back to my local John Lewis as the products they sell are after all fit for royalty.’
Etiquette guru William Hanson told FEMAIL that the store has never been considered in the same ilk as Harrods or Selfridges: ‘In the grand scheme of things John Lewis isn’t that ‘posh’.
‘They are now and always have been, however, solidly and reliably middle class. An image that perhaps they don’t wish to nurture anymore.
He added that the store had been ‘suffering an identity crisis’ in recent times.
‘Their employees no longer have to wear suits on the shop floor. Instead they can wear a less than appealing black polo shirt and chinos or jeans.
Because apparently a suit is too elitist and a polo shirt less intimidating. John Lewis’s store in Chelsea, Peter Jones, however, is still considered fairly smart – it even has a different name from the rest just to make sure it stands a little higher from the rest.’
The Twitter brouhaha hasn’t gone unnoticed by the social media team behind the high street favourite.
The official John Lewis store account posted last night: ‘Phew, the John Lewis social team have just finished an all day brainstorming session to find ways for people to talk about us on Twitter….. Have we missed anything?’
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