What I Know About Style

Cindy Giammattei

Online fashion boutique Kailique


South Kensington-based Cindy Giammattei, owner of online fashion boutique Kailique, reveals her fashion icon and the best place to get tacos in West London

What made you choose to stock mostly LA-based designers?

I’ve always been inspired by the boutiques of my hometown San Diego and the Los Angeles areas, which tend to stock a selection of independent labels, many of which are local as LA itself a fashion design and manufacturing hub. I’ve always enjoyed that feeling of discovering a gorgeous, unique piece by an up-and-coming, hard-to-find designer and that’s what I’m looking to offer our customers at Kailique. California is also a good starting point as there’s a lot of great talent currently not available in the UK.

What influences your decisions about the designers you choose to stock?

The passion and originality behind the collection is that it is 100 per cent designed and manufactured locally. Plus, the materials are high quality. I also look for designers currently not available or which are hard to find in the UK.

Who is your style icon and why?

Hard to choose just one – I feel inspired by so many. My ultimate icon would be the always effortlessly stylish Audrey Hepburn.

Who has been your favourite celebrity who your designers have dressed?

It’s a toss-up between Rachel Bilson and Jessica Alba. I love their fun, individual styles, whether it’s laidback LA-casual or more sophisticated red carpet glamour. Both ladies love to shop local LA brands, including MYNE and Dolan; two brands we stock.

What are the benefits of having an online fashion company?

The most significant benefits are the opportunities to reach out to a more expansive consumer-base, to communicate with your customers real-time through your website and social media channels and to adapt your ‘shop-front’ quickly for new promotional campaigns or other messages. You also offer customers a 24/7 shopping experience from the comfort of their own home, which can be personalised to their interests.

Who are your customers?

Women who enjoy discovering new brands, who are creative and love to mix and match to create their own individual style.

How important is an eco practice to your designers?

An eco practice is important across the board, and is essential to our eco-friendly Green Collection lines – ecoSkin Collections and Juleselin Organics – both brands use only organic materials and low-impact dyes, plus are innovative in their sustainable manufacturing processes, such as the zero-waste WHOLEGARMENT technology ecoSkin has recently incorporated in its production of dresses and tops.

What are your plans for Kailique for 2011?

We’ll be participating in fashion markets and shows around the UK to introduce ourselves and the brands we carry in person. We will also be adding a selection of accessories and jewellery by independent designers to our online boutique.

What is your favourite fashion piece of all time?

The LBD is always a go-to piece that never fails.

Have any of your designers collaborated for Kailique?

No, but that would be something of interest in the future.

How bespoke is your service?

We offer personalised styling advice and personalised recommendations to our customers based on previous purchases or interests. I would like to continue to build upon the relationships with our customers to provide the intimate shopping experience they would expect from their favourite boutique.

Where would you like to be in 10 years’ time?

I would like to expand our offering to include more independent designers from around the world and open up to international customers, while also maintaining the intimate boutique feel. I am also interested in opening a physical location in a few years.

What’s your life philosophy?

The only real failure in life is the failure to try.

What’s your guilty pleasure?

Tamales and tacos. My local favourite is Taqueria on Westbourne Grove.

We have an exclusive West London Living reader offer: 30 per cent off your first order. Simply visit the website and enter code WLL30.

www.kailique.com; info@kailique.com; 075 9053 5640

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