How long have you had a shop in west London?
Twenty-three years.
Why did you choose Fulham Road as the location for your shop?
I was living and working in the area and couldn’t understand why there were no boutiques on the Fulham Road. I felt that one would do very well being located in a residential area.
Do you live in the area and if so, where and why?
I used to live in Chelsea but now live in Parsons Green, which is very convenient for the both the boutique and my children’s schools.
What is the ethos behind your choice of clothing ranges at your store?
We present clients with a perfectly edited selection of labels from day to evening, boardroom to weekend, which enables them to find a look for every occasion under one roof. We provide the ultimate wardrobe solutions for busy lives.
How do you find new designers?
As London’s largest stockist of Strenesse, Trixi Schober and Marc Cain, I frequently travel to Germany as well as Italy and as a result come across new international designers. I am also regularly approached by designers and accessory brands, but am very disciplined about which brands are stocked. It is not only essential that my clients will love what’s in store, but also that each brand perfectly compliments the others.
What is the fashion must-have for this summer?
A shirt dress from Strenesse – it will take you anywhere.
What is your favourite piece in the shop at the moment?
A buttersoft leather jacket.
What are your plans for the future?
Over the last 23 years I have both expanded and radically re-designed the store in order to provide clients with more choice and a stylish, contemporary environment. We are constantly working on our website and have recently created a Look Book page to show clients how to wear the looks throughout the season.
What did you do before you set up the store?
I grew up in the hotel business and before opening my boutique I worked at Blakes Hotel, just round the corner.
If you had to wear one designer for the rest of your life, what would it be?
Strenesse because it is directional and beautifully designed.
What is the worst fashion mistake you’ve ever made?
I once went to an evening wedding and didn’t realise it was black tie.
If you could give one timeless fashion tip what would it be?
Keep it as simple as you can.
