Sephora boss says 'Birmingham has something I've never seen anywhere' as thousands fill Bullring

The managing director of Sephora in the UK has thanked the Brummies who arrived to queue overnight at the Bullring to celebrate the launch of the new store. Sarah Boyd was first in line to welcome shoppers after hitting the button to drop the black curtain that was hiding the largest Sephora shop window in Europe this morning (Wednesday, November 13).

Sarah told BirminghamLive that she had been preparing for the Birmingham launch for the past two years. The MD, who danced with shoppers to the sounds of dhol drums, said: "We are so excited to be open. We've wanted to get to all of our Brummie fans, and this incredible beauty community, for so long, and so this is a really big day for us.

"Two years ago I was here at the Bullring, I remember the exact day. To finally have the doors open is something really special."

Read more: Huge queues live at Birmingham Bullring as customers camp overnight to be first in new store

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There are now six branches of Sephora in the UK, in Manchester, Newcastle and London. Sarah explains how Birmingham differs from those other venues. She said: "The diversity of the community is something that I have not seen anywhere else in the UK, possibly even the world. It's amazing.

"When we've spoken to people about what they want to see from us, how they want us to show up, it's all been about recognition of that diversity and of the incredible beauty community in Birmingham."

Last night, parents were among those who waited in the cold for their chance to be first through the door at the new shop. Sephora thanked Mandy Preece, who made a special journey from Hereford in the hope of getting a goodie bag for her daughter, Holly, handing over a special gift bag for her loyalty. It was filled with products from brands such as Glow Recipe, which is one of the 12-year-old's favourite brands.

Speaking of the fans who waited hours to visit, Sarah Boyd said: "Thank you, thank you, thank you. We've celebrated birthdays, anniversaries, groups of friends and all sorts.

"I just hope they've enjoyed it, the entertainment and the catering this morning and I'm really glad that they're now through the doors and able to enjoy Sephora in the centre of Birmingham."

We asked what it was that Sarah thinks has inspired people to wait outside in the cold for so long. She said: "It's the people inside the store. Our cast members, the people that will be serving the Brummie community every single day, are the most special people on the planet!

"This team are all from the Birmingham area, they're all wonderful people who bring such energy, enthusiasm, optimism and love to the community. That's why everyone wants to be here and part of the movement."

Sephora is now open in the Bullring, on the upper floor where Victoria's Secret once was. Click here to catch up on the live events of the day.