Coffee With Lucia Mizzoni
of Dolce V

Lucia Mizzoni is founder of online lingerie boutique Dolce V. Originally from Italys Frosinove Province, she now lives with her fiancé in Queens Park, London and is seven months pregnant with her first baby.

We had a coffee with Lucia to find out what inspired her to set up her own business, dig deep about all her shopping habits and discover where she likes to shop online.

What inspired you to create Dolce V?
When I first moved to Ireland in 1998 I realised how much I'd taken the luxury lingerie available in Italy for granted.

Living in London in 2000 I realised it was no better there so I'd end up filling my suitcase with gorgeous lingerie everytime I went home. In Italy beautiful lingerie boutiques are as common as Starbucks; they're pretty much on every corner.

After 8 years as marketing manager for L’Oreal, I wanted to be my own boss and lingerie seemed to be the natural way to go.

What makes your product unique?
The quality. I am ruthless when it comes to it. I have actually rejected lots of brands because I won’t allow things that aren’t spotless. My audience is very selective with a strong sense of detail so it’s very important that I don’t let anything slip through the net.

How do you get a good work/life balance?
Right now I don’t. When I left my job I thought it would be a good idea to do a part time course in Hypnotherapy & Psychotherapy.

I knew the business would suck me in so I thought I would do it for myself as a way of relaxing and switching off. I do find it relaxing but now I’m seven months pregnant I wonder if I've taken on a bit too much!

What’s your best selling product/label?
My exclusives have been a great success. Andorisadora and Margherita Mazzei in particular. Our maternity range, HotMilk also does really well.

How would you characterise your fashion style?
Eclectic slash schizophrenic! To me you dress up to play role and that role depends on what stage of your life you're at. I'll do anything from country folk to city suits but I don’t like to define myself in any particular way.

I use fashion as a way to express my mood; I've done punk, preppy and now I’d say I'm sophisticated Italian with a classical twist.

Who would you say is your style icon?
I wouldn’t say I have a style icon but I do like the feminine beauties of the 60’s, women like Sophia Loren and Ingrid Berdman - I’m quite voluptuous so I tend to associate with their style, ie narrow waists and big skirts.

Who is your favourite designer?
I love Moschino, Vivienne Westwood and the timelessness of Bottega Veneta. In Italy it’s very well known but it’s only just beginning over here.

Where do you buy your denim and why?
I love the simpleness of J Brand and Seven for all Mankind but being 7 months pregnant there's no way I could breathe in them at the moment!

Heels or flats and where do you buy them?
Mentally I’m a heels girl but physically I’m not. At the moment I’m all for comfort so I’ve been living in MBT’s, Fit Flops and Havaianas. I can’t wait to get back into my Uggs as well.

That said I do like to wear heels every now and then because they give me a sense of power. Sergio Rossi does a beautiful shoe.

Where have you shopped for your maternity wear?
I like to think that by embracing maternity wear I have been doing some good market research for my brand! I’ve shopped at Mama La Mode, Isabella Oliver, Crave and Topshop.

Where do you intend to shop for your children’s clothes?
I haven’t bought anything yet but I’ve got my eye on The Little White Company, Mamas & Papas and of course, Little Fashion Gallery.

[Do you eat organic and live an eco conscious lifestyle?
I grew up in the Italian countryside eating my grandmothers home grown vegetables and home reared chicken, and taking it all completely for granted.

The media in the UK makes you very aware of how important it is to eat organic and I’ve become much more conscious about it all now. I wouldn’t say I’m obsessed but if there's an organic option I will always go for that.

Do you ever buy food online?
Yes, from Ocado.com and Abel & Cole. I love their vegetable and fruit baskets.

What beauty products are currently in your bathroom cabinet?
There’s loads but at the moment I’m loving This Works Face Wash and Elemis Marine Pro Collagen Cream because it leaves my skin feeling really soft and supple.

What’s your signature fragrance?
I change my fragrance all the time and once I’ve finished a bottle I never wear it again. I always associate memories with smell so if I was to wear the same fragrance again I would feel like I was going backwards.

Heavy, woody scents with a masculine edge are my favourite.

Which skincare brand do you depend on?
I’d say Decleor is the one brand that always reappears in my bathroom. My background in beauty means I know how quickly formulas change so I can’t imagine I'd ever stick to one product in particular.

My battle is the fight against time and I would never say never to a face lift at some point! Anything to help defy age.

What are your three must-have make up products?
Lancome L'Extreme Mascara, it's by far the strongest most intense mascara I have ever worn. I love Mac Concealers and Eye Shadows and I would never leave the house without my Clarins Lip Balm (oops that's four!).

How would you describe the style of your home?
At the moment we’re actually renting whilst the business is priority but it’s a traditional Victorian home with light, airy, fresh and uncluttered decor. My other half is Danish and interiors wise he's a big influence.

Where do you buy your furniture and home accessories?
A lot of our furniture comes from Denmark and Italy. I’m a real believer in feeling and sitting on furniture before you buy. When it's an investment piece I want it to be exactly how I want it!

What did you last put on your credit card?
My friend had a baby shower and I went totally mad! I think my hormones took over! I went to The Little White Company and bought a suit, hat, shoes, tunic and top!

I actually think the friend felt a bit embarrassed by how much I had bought but I think, at that moment, I lost all rationality.

And finally, where else do you love to indulge?
I find The Satorialist really inspiring and I love trawling travel websites, especially Mr and Mrs Smith.

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