A designer clothes store in Angel has been selected by Vogue magazine as one of its best British boutiques for 2010.
My Sugarland, established by celebrity stylist Zoe Lem in November 2008, stood out for its arrangement of clothes by theme rather than designer. Vogue praised the division of the shop into “mini-wonderlands”, including 40s backstage glamour and gypsy traveller.
“We’re really pleased,” said Trine Olsen, manager of My Sugarland. “It will be good for trade, and give us a real boost. Readers use it as a shopping guide, and we’ve already had calls from customers about it.”
The store has already featured in a number of fashion magazines, including InStyle and Elle, and has catered for big names in the music industry including Paloma Faith.
“We interpret catwalk trends and make them our own,” said Ms Olsen. “All our pieces are chosen individually, with an eye to a particular bodyshape that it will suit, like pear or hourglass. That helps us when we are advising customers, as we offer a very personalised service.”
Events such as a regular ‘Yummy Mummy’s Club’, wedding planning and personal styling evenings have created a loyal customer base, which Olsen hopes to build on. “We are lucky in that we have many lovely customers, who come here because they know us,” she said. “But we hope that being featured like this will encourage new customers to come and visit us too.”
