A flip of the hair, a gentle pivot, a shy smile. Maeve Dennehy can pinpoint the moment – that nod of certainty – when an outfit makes a woman feel confident, comfortable, even beautiful.
She has been watching these reactions for a decade in her boutique, Love Cherish in Charleville in Cork.
And in the depths of the pandemic, as she packed online orders on her own, as she remembered her customers’ mirror moments, the buds of her own fashion brand Oh Molly was born.
It would become a clothing line that is pretty but practical, casual but stylish, the perfect fit for the Irish woman.
Maeve Dennehy is from Cork city but moved to the Cork countryside when she met her husband. \ Donal O’Leary
To understand how Maeve developed that sense of style, she takes us back to the start. Laughing, she says: “Well I met Stephen Dennehy from Ballyhea.”
As their relationship got serious, the Cork city girl left town for the country. Ballyhea is a hinterland of Charleville and Maeve says she couldn’t believe how busy the town was.
“There were so many hairdressers and beauticians but there was very little in terms of fashion and I saw a gap in the market for a boutique.”
Building a boutique
Despite not having any retail background, Maeve kept her eye out for rental properties, and when a shop became available on the main street she knew in her heart it was time to take the leap.
“I had never worked in a boutique but I have a management background, HR experience and I knew customer service. We were newly married, didn’t have any kids, we could take the risk.”
Katie Drawstring Midi Dress in Pink Print & Navy (€95).
She laughs as she remembers, “buying a till and mannequins on DoneDeal and painting the place ourselves”. In September 2012, she opened the doors of Love Cherish.
Business grew over the years but things reached a turning point in 2015 when, through public vote, Love Cherish was awarded Best Boutique by Xposé on Virgin Media. “My little shop, I couldn’t believe it. Sonya Lennon was here, camera crews arrived, it brought things to another level.”
So much so, a bigger shop was needed. “We became a bit of a destination boutique, people started travelling to us. I wanted to offer our customers more, so in 2016 we moved to our current location just a few doors up.”
While the people of Cork were great supporters of the business, her reach went far beyond the county borders.
“Since the start, social media has been a huge part of our business. It started simple and grew organically. My friend Claire came in to try a few things on and I said, ‘Can I photograph you in that dress?’
Katie Drawstring Midi Dress in Pink Print & Navy (€95).
I posted it online and there was something about an ordinary woman modelling the clothes that people just loved. Claire modelled for us for the first three or four years.”
Now on Love Cherish’s Instagram pages you’ll find Maeve and her staff trying on new outfits every few days. “Social media has been a huge part of my business, it’s a competitive space but it has generated sales all over the country.
“We started with social media, taking orders over the phone and grabbing stock off the shop floor. Now we have a huge warehouse just for online stock and the website represents about 70% of the business.”
Oh Molly
So when Maeve launched Oh Molly last year, she had 60,000 followers already admiring her style.
“When the pandemic hit, closing the shop was devastating. I cried every time I filled out the temporary redundancy form for a staff member. And it was scary not knowing when we would open our doors again.
“We were barely allowed leave the house so I went into the shop, filled up my jeep with as much stock as I could and started filling online orders at home.”
Derval Tunic Dress in Pink Print (€85).
March is peak season for occasion wear with Communions, Confirmations and weddings on the horizon. But in 2020, people wanted comfy leggings and cosy jumpers, the signature style of the pandemic.
“If I’m honest,” says Maeve, “I made a lot of money and gained a lot of new customers during that time but I felt I was selling my soul a bit as well. It was the same oversized tops that I was packing, I was getting bored of them myself. Fashion has gone so casual but I love style.
“So there, as I was packing orders, I kept thinking I would love something in the middle that we will come out of the pandemic, looking lovely but really comfortable. And there is a happy medium. I mean, we never thought we would wear dresses and runners – but we do.
Enya Top in Turquoise (€56) & Rachel Maxi Skirt in Pink Print (€75).
“And I understand women. I had seen so many people, all different shapes and sizes in my shop over the years. I’ve seen people struggling after having babies, I’ve seen women lose their confidence going back to work.
"I’ve seen them stand in the mirror and critique themselves, and not based on size; size-8 girls despairing because they have no hips.
Sinead Trousers (€65) & Ellen Blazer (€90).
“So I wanted to create a brand that gave women confidence, that was casual and comfortable but really stylish and affordable. And most importantly, true to size. There are such variations in sizes and I’ve seen women squeeze into a size 10 even though no one will ever see the tag, instead of wearing the 12 which is much more flattering on them.”
Sinead Trousers (€65) & Ellen Blazer (€90).
The Irish style
Making the dream a reality was no mean feat.
“I didn’t know where to start,” says Maeve. “So I got onto Máire Morris from Morris Fashion Consulting, a fashion consultant in Dubai. I said ‘Am I totally bonkers here?’ But she could see my vision and guided me in terms of setting up the brand, getting really good manufacturers in China.”
Throughout the process the Irish woman was never forgotten. Maeve says: “I work with a great designer in France. We were working on the autumn/winter range and she came to me with a suggestion. I replied, ‘That won’t work, it’ll be winter and Irish women will be wearing black tights.’
“‘Can’t they wear brown tights,’ she asked. And I just started laughing, ‘Oh no, no, that’s not how we work, we love our black tights.’”
Enya Top in Lilac (€56) & Rachel Maxi Skirt in Pink Print (€75)
Maeve first came up with the idea for Oh Molly in April 2020 and the first line landed in September 2021. With beautiful bold greens, stylish black numbers and beige collection pieces, her first season flew off the shelf.
“The excitement when the trucks arrived to the warehouse and I started unpacking the pieces, I didn’t think anything could top it. But when we launched and I sat in the office watching order after order come in online, it was a real pinch myself moment.
“I’m very conscious of colours suiting the Irish skin tone and our first line had lots of individual pieces which could be dressed up or worn casually – blazers, skirts, casual dresses and off the shoulder tops.”
Dolores Jersey Dress in Navy Print (€88).
So it’s no surprise that there was great anticipation for her summer collection, which went online just this week.
“Summer is all about pink and navy. Pink is fun and bold, while navy sits well with our skin tone. The patterns add a sense of adventure for people heading off on holidays but we still have more casual and comfortable pieces for the Irish summer. I’m already working on the autumn winter range for later in the year and it’s been such an exciting journey.”
Family fundraising
The name Oh Molly is inspired by a very special little lady, Maeve’s daughter. Maeve explains: “My son Ned was born in 2017, we did IVF and were so blessed to have him.
When he was just five months old, my mother was diagnosed with terminal cancer. Four years before that my sister Karen passed away from cancer, so we couldn’t believe we were back there again.
I truly believe that my mom and Karen gave me a baby girl
“While Mom was in hospital, I wasn’t feeling great myself and we were shocked to find out we had got pregnant naturally.
“After everything we went through to have Ned, it was fantastic but surprising news. I remember going up to Marymount before my mother died and telling her I was pregnant. She laughed and said, ‘Good luck with that’ and we chatted about names. I suggested Molly and she told me it was lovely.
"After I went for my first scan, I got a phone call an hour later from Marymount to say she had passed away.
“I truly believe that my mom and Karen gave me a baby girl. With my mother and sister gone, they knew that I had no girl left and Molly was their gift.”
And why Oh Molly? “Because she is a total rogue and all day long, we say ‘Oh Molly'.” Maeve laughs.
As soon as you say ‘Marymount’, people put their hands in their pocket. Because it is an amazing place and the people are amazing.
Always a woman on a mission, Maeve says the support that Marymount gave both her mother and sister as well as her family, inspired her to start fundraising for the hospice.
Since her first fundraiser after Karen’s death nine years ago, Maeve has raised €120,000. The most recent fundraiser in O’Dwyers of Cork last month saw her surpass the €100,000 mark.
“As soon as you say ‘Marymount’, people put their hands in their pocket. Because it is an amazing place and the people are amazing. For the family, they give such support-letting us stay overnight, allowing us use the family kitchen so you’re not eating crap during those long days and weeks.
“When Mom was there I could even bring Ned up, he gave her such joy. But most importantly, Marymount gave my mom and Karen such dignity and comfort in their final days. People compliment me for fundraising so much money but to be honest, I want to do it. It has helped me cope, it’s been part of my grieving process.”
Asking Maeve what her mom and sister would think about her clothing line, she laughs and says: “Oh they were both very stylish, they would have loved it.”
See www.lovecherish.com
Read more
Meet the mother-daughter team behind slow fashion and lifestyle label, Mise Tusa
No easy ride
A flip of the hair, a gentle pivot, a shy smile. Maeve Dennehy can pinpoint the moment – that nod of certainty – when an outfit makes a woman feel confident, comfortable, even beautiful.
She has been watching these reactions for a decade in her boutique, Love Cherish in Charleville in Cork.
And in the depths of the pandemic, as she packed online orders on her own, as she remembered her customers’ mirror moments, the buds of her own fashion brand Oh Molly was born.
It would become a clothing line that is pretty but practical, casual but stylish, the perfect fit for the Irish woman.
Maeve Dennehy is from Cork city but moved to the Cork countryside when she met her husband. \ Donal O’Leary
To understand how Maeve developed that sense of style, she takes us back to the start. Laughing, she says: “Well I met Stephen Dennehy from Ballyhea.”
As their relationship got serious, the Cork city girl left town for the country. Ballyhea is a hinterland of Charleville and Maeve says she couldn’t believe how busy the town was.
“There were so many hairdressers and beauticians but there was very little in terms of fashion and I saw a gap in the market for a boutique.”
Building a boutique
Despite not having any retail background, Maeve kept her eye out for rental properties, and when a shop became available on the main street she knew in her heart it was time to take the leap.
“I had never worked in a boutique but I have a management background, HR experience and I knew customer service. We were newly married, didn’t have any kids, we could take the risk.”
Katie Drawstring Midi Dress in Pink Print & Navy (€95).
She laughs as she remembers, “buying a till and mannequins on DoneDeal and painting the place ourselves”. In September 2012, she opened the doors of Love Cherish.
Business grew over the years but things reached a turning point in 2015 when, through public vote, Love Cherish was awarded Best Boutique by Xposé on Virgin Media. “My little shop, I couldn’t believe it. Sonya Lennon was here, camera crews arrived, it brought things to another level.”
So much so, a bigger shop was needed. “We became a bit of a destination boutique, people started travelling to us. I wanted to offer our customers more, so in 2016 we moved to our current location just a few doors up.”
While the people of Cork were great supporters of the business, her reach went far beyond the county borders.
“Since the start, social media has been a huge part of our business. It started simple and grew organically. My friend Claire came in to try a few things on and I said, ‘Can I photograph you in that dress?’
Katie Drawstring Midi Dress in Pink Print & Navy (€95).
I posted it online and there was something about an ordinary woman modelling the clothes that people just loved. Claire modelled for us for the first three or four years.”
Now on Love Cherish’s Instagram pages you’ll find Maeve and her staff trying on new outfits every few days. “Social media has been a huge part of my business, it’s a competitive space but it has generated sales all over the country.
“We started with social media, taking orders over the phone and grabbing stock off the shop floor. Now we have a huge warehouse just for online stock and the website represents about 70% of the business.”
Oh Molly
So when Maeve launched Oh Molly last year, she had 60,000 followers already admiring her style.
“When the pandemic hit, closing the shop was devastating. I cried every time I filled out the temporary redundancy form for a staff member. And it was scary not knowing when we would open our doors again.
“We were barely allowed leave the house so I went into the shop, filled up my jeep with as much stock as I could and started filling online orders at home.”
Derval Tunic Dress in Pink Print (€85).
March is peak season for occasion wear with Communions, Confirmations and weddings on the horizon. But in 2020, people wanted comfy leggings and cosy jumpers, the signature style of the pandemic.
“If I’m honest,” says Maeve, “I made a lot of money and gained a lot of new customers during that time but I felt I was selling my soul a bit as well. It was the same oversized tops that I was packing, I was getting bored of them myself. Fashion has gone so casual but I love style.
“So there, as I was packing orders, I kept thinking I would love something in the middle that we will come out of the pandemic, looking lovely but really comfortable. And there is a happy medium. I mean, we never thought we would wear dresses and runners – but we do.
Enya Top in Turquoise (€56) & Rachel Maxi Skirt in Pink Print (€75).
“And I understand women. I had seen so many people, all different shapes and sizes in my shop over the years. I’ve seen people struggling after having babies, I’ve seen women lose their confidence going back to work.
"I’ve seen them stand in the mirror and critique themselves, and not based on size; size-8 girls despairing because they have no hips.
Sinead Trousers (€65) & Ellen Blazer (€90).
“So I wanted to create a brand that gave women confidence, that was casual and comfortable but really stylish and affordable. And most importantly, true to size. There are such variations in sizes and I’ve seen women squeeze into a size 10 even though no one will ever see the tag, instead of wearing the 12 which is much more flattering on them.”
Sinead Trousers (€65) & Ellen Blazer (€90).
The Irish style
Making the dream a reality was no mean feat.
“I didn’t know where to start,” says Maeve. “So I got onto Máire Morris from Morris Fashion Consulting, a fashion consultant in Dubai. I said ‘Am I totally bonkers here?’ But she could see my vision and guided me in terms of setting up the brand, getting really good manufacturers in China.”
Throughout the process the Irish woman was never forgotten. Maeve says: “I work with a great designer in France. We were working on the autumn/winter range and she came to me with a suggestion. I replied, ‘That won’t work, it’ll be winter and Irish women will be wearing black tights.’
“‘Can’t they wear brown tights,’ she asked. And I just started laughing, ‘Oh no, no, that’s not how we work, we love our black tights.’”
Enya Top in Lilac (€56) & Rachel Maxi Skirt in Pink Print (€75)
Maeve first came up with the idea for Oh Molly in April 2020 and the first line landed in September 2021. With beautiful bold greens, stylish black numbers and beige collection pieces, her first season flew off the shelf.
“The excitement when the trucks arrived to the warehouse and I started unpacking the pieces, I didn’t think anything could top it. But when we launched and I sat in the office watching order after order come in online, it was a real pinch myself moment.
“I’m very conscious of colours suiting the Irish skin tone and our first line had lots of individual pieces which could be dressed up or worn casually – blazers, skirts, casual dresses and off the shoulder tops.”
Dolores Jersey Dress in Navy Print (€88).
So it’s no surprise that there was great anticipation for her summer collection, which went online just this week.
“Summer is all about pink and navy. Pink is fun and bold, while navy sits well with our skin tone. The patterns add a sense of adventure for people heading off on holidays but we still have more casual and comfortable pieces for the Irish summer. I’m already working on the autumn winter range for later in the year and it’s been such an exciting journey.”
Family fundraising
The name Oh Molly is inspired by a very special little lady, Maeve’s daughter. Maeve explains: “My son Ned was born in 2017, we did IVF and were so blessed to have him.
When he was just five months old, my mother was diagnosed with terminal cancer. Four years before that my sister Karen passed away from cancer, so we couldn’t believe we were back there again.
I truly believe that my mom and Karen gave me a baby girl
“While Mom was in hospital, I wasn’t feeling great myself and we were shocked to find out we had got pregnant naturally.
“After everything we went through to have Ned, it was fantastic but surprising news. I remember going up to Marymount before my mother died and telling her I was pregnant. She laughed and said, ‘Good luck with that’ and we chatted about names. I suggested Molly and she told me it was lovely.
"After I went for my first scan, I got a phone call an hour later from Marymount to say she had passed away.
“I truly believe that my mom and Karen gave me a baby girl. With my mother and sister gone, they knew that I had no girl left and Molly was their gift.”
And why Oh Molly? “Because she is a total rogue and all day long, we say ‘Oh Molly'.” Maeve laughs.
As soon as you say ‘Marymount’, people put their hands in their pocket. Because it is an amazing place and the people are amazing.
Always a woman on a mission, Maeve says the support that Marymount gave both her mother and sister as well as her family, inspired her to start fundraising for the hospice.
Since her first fundraiser after Karen’s death nine years ago, Maeve has raised €120,000. The most recent fundraiser in O’Dwyers of Cork last month saw her surpass the €100,000 mark.
“As soon as you say ‘Marymount’, people put their hands in their pocket. Because it is an amazing place and the people are amazing. For the family, they give such support-letting us stay overnight, allowing us use the family kitchen so you’re not eating crap during those long days and weeks.
“When Mom was there I could even bring Ned up, he gave her such joy. But most importantly, Marymount gave my mom and Karen such dignity and comfort in their final days. People compliment me for fundraising so much money but to be honest, I want to do it. It has helped me cope, it’s been part of my grieving process.”
Asking Maeve what her mom and sister would think about her clothing line, she laughs and says: “Oh they were both very stylish, they would have loved it.”
See www.lovecherish.com
Read more
Meet the mother-daughter team behind slow fashion and lifestyle label, Mise Tusa
No easy ride
This is a subscriber-only article
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