I don't know/do Joules as a brand. I have always avoided them because of their jolly hockey-sticks image and because I have no interest in polo tops and rugby shirts. Maybe they are going for a slightly rebranding or maybe I have just never penetrated beyond the polo shirts but they have had a couple of cute dresses recently. A friend was looking for a dress for a wedding this summer and after months of fruitlessly searching Topshop, Urban Outfitters, Zara etc. (the standard high street shops) she came out with two sweet, flattering and appropriate dresses from Joules. Admittedly they went back and she ended up wearing a really beautiful dress from Hobbes, another surprise shop, but they were an insight nonetheless.
I doubt that I am going to start regularly popping into Joules but I will definitely start keeping half an eye on their internet offerings. Or at least I will if I can. If hayfever ever lets me. Damn you pollen! Damn you for not letting me breathe or see!