With virtual rails crammed full of the country's hottest fashion, it is the newest e-boutique to make South African designers accessible not only in South Africa but around the globe. As a virtual catwalk, it offers a selection of handpicked local designers displaying their talent.
Its founder, Sylvia Gruber, has obtained offerings from Suzaan Heyns, Thula Sindi, Heni, Superella, Lalesso, Michelle Ludek, Nazir Mohammed, Missibaba, Urban Africa, Philippa Green & Ida Elsje with other designers from South Africa and the rest of the continent set to follow.
With prices starting from R500 to R4000, the site offers both mid-level and high-end fashion, with many collections exclusive to the site. With a loyalty system and regular specials, it will also pay to shop online, and with a secure payment system, guaranteed 72-hour delivery and an 8-day return policy, it is a safe as well as convenient way to shop.
Serving up a one-stop African fashion fix, various shopping options make the site easy to navigate. Categories such as the types of clothing (skirts, trousers, etc.) or the occasion to wear it to (Sunday Brunch, Saturday Night Fever, etc.), mean that its now easier than ever to find the perfect outfit, simply a click away.
However, it is much more than just an e-boutique. Behind the virtual shop window, there will be an interactive browsing experience with backstage footage of the designers talking about their looks and inspiration. Shoppers will also be invited to have their say by voting for their favourite designers and post reviews on outfits. Magazine-style pages dedicated to fashion advice about what's hot and how to wear it will further add a new dimension to the site.
“In South Africa, accessibility of broadband spreads and more women crack the glass ceiling. Spare time has become one of our rarest commodities. Online fashion retail is big overseas and has revolutionized the way we shop, I strongly believe that the time has now come for South Africa to take off,” says Gruber.
