So Chic et cie
I popped my So Chic sale cherry at the last event, before the summer and I knew there was no going back.
I've already raved on here about the stylishly edited selection of beautiful pre-loved fashion available there. I've told you all about the Chanel, Isabel Marant, Hermes, Balmain, etc. available. And I've bored everyone to death with my flowery Paul Smith Junior smock dress, which I wear A LOT and the pretty, thin gold bangle I've worn every day since acquiring there.
But now I can share Emma and Alex, the very smart and stylish French mums behind the concept that is a) now selling hot Parisian fashion lines new (Nina Kauffman and Bel Air inc.) and b) about to expand in to a permanent online store (I for one will not miss the FOMO-on-the-next-sale-announcement tension sochic.com will bring!).
I couldn't have visited Emma's Jumeirah 2 villa on a better day. Half the stash of fashion filled a store room and I got to have a rake through. The other half is at Alex's house. We decided to pull some of our fave pieces out and decorate the house with them, and so sharing interiors and a sale preview at the same time. Et voila...
Click right through the image slide gallery, for a teaser of some of the gorgeous items for sale on Tuesday, 8am - Midnight at Cove Beach (Jumeirah Beach Hotel). Plus, details from Emma's home and her and Alex's own style.
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Emma and Alex's reasons for starting So Chic and numerous and sensible. Shortly after moving here, they realised how quickly you can get tired of your Dubai wardrobe, "Because we have only one season, because we go out a lot and when you wear a dress once or twice, everybody has seen you with it. And of course, because we'll always make mistakes when shopping too! Plus, for those leaving Dubai - what worked in Dubai, often needs to stay here - 'where are you going with your sparkly dress and glitter shoes?' Not back to Paris, I promise you!"
They host five sales a year and are adding Abu Dhabi sales too this Winter. 70% of their stock is sold in a day and the rest is available in a spot at D:Tales until the next sale. Their community stands at about 4,500 now and they regularly partner with beauty brands such as Claudalie and Benefit to treat shoppers with goodie bags.
This client base is currently very European. "As we are french, we started with our french friends. But our community now is including all nationalities and we love it as we discover new brands from all over the world. But our selection process and editing doesn't change, our style remains the same."
On their personal style, they agree, "We are mostly very "au naturel", french style, Parisian! We love basics, less is more. One signature item, no more, no make up. It's actually very reflective of what we curate for So Chic: good basics, perfect signature items, It-bags and shoes you want to keep for ever just like jewels!"