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VM choice: VV Rouleaux shows how to win at Christmas

Trimming specialist VV Rouleaux always does something wonderful with the exterior of its store in Marylebone Lane every Christmas. This year is no exception.

The store exterior is completely festooned with winning rosettes, the kind pinned to horse bridles at gymkhanas – or to champion cockerels at country fairs. This lovely array of gloriously coloured ribbons lifts the spirits on a cold wet evening, just perfect for Christmas. They are secured along the window frames, filling the fascia and the space below the windows, only the door remains its plain self.

Closer inspection reveals there is order to this apparently random chaos, as all the ribbon tails - many of then bi-coloured - are neatly angled downwards with the occasional slight angle to avoid monotonous repetition. The white interior of the store, which usually appears so complex with its enormous range of reels of ribbon, suddenly appears to be super simple in comparison.

The large side windows feature adult-sized angel wings - one black and one white - with the brand logo in gold foil on the glass. The narrow shelf at the base of each window offers more ribbons in Christmas colours, and a host of other small table-top decorations, all awaiting clever fingers to transform them into bespoke Christmas gift wrap or decorations.

Being a totally British company, VV Rouleaux has included a small surprise in the prizes for which each rosette is given. Whilst some are vaguely related to their country fair origins - Best Hound, Runner up, Visitor, etc, others are a little more knowing and slightly naughty: 1st Champion Breeder, 1st Most liked Owner, and Prize Bull. Some are even more fun – see above.

I really like this as a Christmas theme. It doesn’t rely on Christmas clichés but takes something new, executed in a way which is very professional yet offers an extra surprise when the customer examines it in more detail. To add this extra surprise is a very European trait, I cannot imagine Christmas windows adding this extra touch anywhere else in the world.