Joules is hip and colorful! The shop is situated on George Street and admits all the other expensive shops of Edinburgh streets. The prices for their clothing varies and you can get some shirts from £20 up to £180 for some nice jumpers/trousers/jackets. The clothes are very colorful. I just love the Marine style outfits(shirts stripped white, blue and red, with an anchor printed on them — how cute), their velour jackets for my hunting trips(kidding), their funky style boots(similar to Hunters), the feminine red afternoon dress for tea parties… I was lucky when I got there last time as they offered a 10% discount for mothers day. The shop is small and as soon as you enter a table with color striking boots await. The fashion is very similar to Ness Clothing. The personnel is very helpful and friendly. They also offer clothing for men and children(small selection) Have a look ! It’s worth it.