23rd June 2015
Today I am going to introduce
you to Audrey a very friendly frenchy based in Berlin. She developed a special
multibrand shop. See below for my chat with her…
Audrey why open a shop in
Berlin?
I opened the shop four years
ago in Friedrichshain area and I have been living here for 8 years now. I first
came to Berlin for my ex boyfriend and I fell in love with the city so since
then I am here. I come from Paris where I studied fashion design. I was
struggling to find clothes that I liked with an affordable price. This lack of
fashionable clothes made me want to open a store with French brand from Paris.
There are so many Parisian labels that are unknown here . I wanted to offer a parisian
and elegant style which doesn’t really exist here. So I started with a little
boutique which has been expanded throughout the years.
What is your concept?
I want to offer stylish and
modern clothes with an attractive price. In general the collection is quite
feminine with a touch of elegance. The
boutique represents the French / Parisian trend. Also I offer basics items and
sometimes a bit more casual to sportwear.
Your products are only
French brands aren´t they?
I am going to Paris every 6
weeks in order to restock the boutique. All the designs are from Paris but most
of them are produced abroad. There are exclusive brands from Paris as for example Mila & Grace, Andy & Lucy, Vanessa Wu, Charlise, Danity, Paj Concept...
How do you select your
items?
I am aware of the current
trends and also the quality is very important for me. I also choose the
products by colour so that they compliment the other garments on display in my store.
Why the name Ma garde robe?
I wanted a name that you
could understand in French & German. I found it in the dictionary where
French words are also used in the German language. Furthermore, using the Ma
(my) means that it is my selection and my point of view in fashion.
Do you have new projects?
Yes! With a friend who is
make-up artist we already organize events where we hold makeover sessions. Make-up
and clothes complement each other and in berlin a lot of clients want advice on
how best to dress and put on make up.
The other project is to use
one room of the boutique to create a pop up store. It will be hosting only
designers from Berlin and every month they will be different but always in
keeping with the style of the boutique.
Could you show us what is your favorite outfit you have in the store right now?
I have chosen this feminine
skirt from Grace & Mila made of tweed. It has a Chanel feel to it. I paired
it with this top from On my way which has a 50´s inspired print. The contrast of those two items is very
strong. I really like this look because it is very modern and trendy.
What do you sell the most?
I am selling a lot tunic
style dresses which are very simple products because the german women are
always looking for comfortable clothes.
Also the clients who come to
my boutique are looking for clothes that you can´t find anywhere else. They are
not really interested by the basics but more about items with prints, boho
inspired or elegant styles.
The leather bags are selling
very well too.
What is your type of
client?
At the beginning my main
clients were the students but as the area got more expensive they moved to another
part of town such as Neukhol for example.
Nowadays, my client is a
grown up person above the age of 30, who is looking for more good quality and classic
styles.
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