Coffee With Sarah Curran
of my-wardrobe.com

Sarah Curran is founder of high end online fashion boutique my-wardrobe.com. She lives in Market Harborough with husband Andrew, son Jake and Pug Louis.

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

What inspired you to create my-wardrobe.com?
I used to own a boutique in North London called Powder and whilst I was doing that I realised that everything was moving online.

I started to research the market and found that there only seemed to be either uber luxury or, at the lower end of the market, copy cat fashion. I saw the gap and decided to fill it.

The brands we were selling at Powder (at a price point that was attainable to everyone) sold well and I wanted to make them widely accessible, via the web.

What makes your product unique?
The TV and Blogs on the site makes it really engaging, a bit like shopping with a friend. We’re all about having fun and not taking fashion too seriously.

How do you get a good work/life balance?
I don’t! Having said that I’m lucky because work is what I love. I think about it all day every day; when I watch television, read a magazine, walk past a shop, I’m always thinking how I can incorporate ideas to improve the site and move it forward.

What’s your best selling product/label?
It changes week to week but By Malene Birger and D&G Dolce and Gabbana continuously do really well. At the moment though, Vivienne Westwood Anglomania is flying out the door.

How would you characterise your fashion style?
I'm actually quite classic; I tend to dress in simple clothes and then add a mega bag, cocktail ring or pair of shoes.

I tend to use accessories to divert attention away from the areas that I’m not that comfortable with, so when I go to a wedding or a special occasion I usually start with the shoes and then dress around them.

Who is your style icon?
At the moment I’m really inspired by Bridgitte Bardot in the 70’s. I love the luxurious, decadent glamour of it all. We’ve just come back from staying in the Marbella Club and the lobby was covered in 70s pictures. I just loved it. I think I’m more inspired by an era rather than a particular person.

Where do you buy your denim and why?
I’m a huge fan of J Brand and I think DvB jeans are fab as well.

For obvious reasons I resisted them for a long time but now I’ve tried them I’ve totally fallen for them. She uses really great fabric and detailing and has produced a fabulous range.

Where do you buy your knitwear and why?
I buy from a mix of designers really. Hari has some amazing cashmere for A/W which I’ve got my eye on and John Smedley always does some gorgeous classic pieces which works well with my style.

Heels or flats and where do you buy them?
Heels every single time! I’m quite small so I’ll wear anything that lengthens my legs - I just don’t feel comfortable in flats.

I used to buy a lot from Christian Louboutin but I’m a bit over his shoes now. At the moment I love McQueen, YSL, Georgina Goodman...

What beauty products are currently in your bathroom cabinet?
Sisley, Clarins and I love Khiels Shampoo.

What’s your signature fragrance?
I don’t really have one; I get bored of fragrances very quickly. As long as it’s fresh and not too strong, I’ll wear it.

Which skincare brand do you depend on?
It has to be Sisley, I couldn’t live without their Ecologique cream.

What are your three must-have make up products?
YSL Touche Eclat and Chanel for it's Soleil Tan de Chanel Bronzer and Extracils Mascara. Oh and Carmex, I can’t live without it!

How would you describe the style of your home?
French inspired with simple colours and simple decor. Though a bit like my fashion, I do like statement furniture and accessories.

Where do you go for home furnishings?
I love The White Company for their candles, accessories and linen but for furniture I prefer to wander around the flee markets in France. I’m not really a new furniture girl so I rarely buy it online.

What did you last put on your credit card (bar loo roll and bin bags)?
I’ve literally just bought my son a Play Station for his birthday from Play.com

Where else do you love to indulge?
SpaceNK.com and Beauty Expert.com

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