{"id":757732,"date":"2026-02-11T18:24:16","date_gmt":"2026-02-11T18:24:16","guid":{"rendered":"https:\/\/www.europesays.com\/uk\/757732\/"},"modified":"2026-02-11T18:24:16","modified_gmt":"2026-02-11T18:24:16","slug":"tears-of-joy-as-nostalgic-brand-that-had-bullring-shop-before-collapse-announces-comeback","status":"publish","type":"post","link":"https:\/\/www.europesays.com\/uk\/757732\/","title":{"rendered":"‘Tears of joy’ as nostalgic brand that had Bullring shop before collapse announces comeback"},"content":{"rendered":"

Irregular Choice had a store on Link Street from 2016 until 2021, closing its last store and online shop last September. Today (February 11) it announced a comeback.\"The<\/p>\n

Quirky shoe brand Irregular Choice closed in 2021(Image: Sanjeeta Bains )<\/p>\n

A brand that closed its Bullring shop in 2021 after five years before shutting down entirely has today announced its return to trading online.<\/p>\n

Irregular Choice had a store in Birmingham<\/a> from 2016, bringing its range of cute and quirky shoes to Link Street.<\/p>\n

Situated between Bullring and Grand Central, the shop had a cult following with collectors all over the world picking up its footwear.<\/p>\n

Read more: I followed a film crew to Sparkhill where a celebrity discovered the best of Birmingham<\/a><\/strong><\/p>\n

After its physical Birmingham closure in 2021, the brand continued to trade online until it closed its warehouse and offices in 2025. On December 5 last year, it ceased website trading too.<\/p>\n

Since then, its social media pages have been used to retrospectively admire collections from its past and are filled with happy memories from shoppers who loved the items sold.<\/p>\n

Now it says it will be coming back with an interim website and a different approach.<\/p>\n

The business, founded by Dan Sullivan, told its hundreds of thousands of followers: “It was a really sad day for me when I announced that Irregular Choice was closing, until something special happened!<\/p>\n

“The outpouring of love, the messages, the memories, the support from all of you meant I knew I couldn’t let the story end there.”I had to find a way to keep Irregular Choice alive but the approach needed to be fundamentally different to deal with today’s ever changing landscape.<\/p>\n

“The primary focus for a strong future, needed to be on the brand’s historic core design values.”Grounded in creativity, not fashion cycles. Emphasis on small runs, in a wide range of designs.<\/p>\n

“Every piece feeling personal, exclusive, and special. Embracing diversity in design to empower a creative community.”Those have been at the centre of all planning and re-building. My mind is overflowing with ideas that I can’t wait to share.<\/p>\n

“I also know the passion you feel for many of our archive pieces so I will be unearthing previous classics, giving those who missed out years ago the chance to experience them now.<\/p>\n

“I’m excited about the future, and what is coming next.”Our new interim website is coming; the next chapter of Irregular Choice is about to begin.”<\/p>\n

Fans of the brand shared their joy in the comments.<\/p>\n

Dorothy Collier wrote: “Oh my goodness!!! This is the best news!!! Happy tears!!! Your talent knows no bounds. One of your biggest fans over here! So thrilled!!!”<\/p>\n

Cloaked.Instinct added: “THIS IS WONDEFUL NEWS! I was absolutely miserable hearing you closed… I’m so glad the new chapter is beginning! LETS GOOOOOOO!”<\/p>\n","protected":false},"excerpt":{"rendered":"Irregular Choice had a store on Link Street from 2016 until 2021, closing its last store and online…\n","protected":false},"author":2,"featured_media":757733,"comment_status":"","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[7820],"tags":[855,748,9316,393,4884,16,15],"class_list":{"0":"post-757732","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-birmingham","8":"tag-birmingham","9":"tag-britain","10":"tag-bullring","11":"tag-england","12":"tag-great-britain","13":"tag-uk","14":"tag-united-kingdom"},"share_on_mastodon":{"url":"https:\/\/pubeurope.com\/@uk\/116053400985360899","error":""},"_links":{"self":[{"href":"https:\/\/www.europesays.com\/uk\/wp-json\/wp\/v2\/posts\/757732","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.europesays.com\/uk\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.europesays.com\/uk\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.europesays.com\/uk\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.europesays.com\/uk\/wp-json\/wp\/v2\/comments?post=757732"}],"version-history":[{"count":0,"href":"https:\/\/www.europesays.com\/uk\/wp-json\/wp\/v2\/posts\/757732\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.europesays.com\/uk\/wp-json\/wp\/v2\/media\/757733"}],"wp:attachment":[{"href":"https:\/\/www.europesays.com\/uk\/wp-json\/wp\/v2\/media?parent=757732"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.europesays.com\/uk\/wp-json\/wp\/v2\/categories?post=757732"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.europesays.com\/uk\/wp-json\/wp\/v2\/tags?post=757732"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}