HAYDEN
07-162 Soho2@Central, tel: 6220-0882; Tuesday to Saturday, noon to 7pm; Sunday, noon to 6pm
When designer Hayden Ng moved his boutique to a 635 sq ft space at The Central last December, he knew it would be a by-appointment-only boutique.
That is because, "even when I had a boutique with regular opening hours, customers would call to see if I was around before coming by".
The fashion veteran, who has been in the industry since 1987, used to have a regular boutique at Specialist Shopping Centre and later at Club Street.
But Ng, 44, felt he could provide customers with an even better shopping experience.
"I see this concept as an upgrade," he says, noting that he can give each customer his undivided attention this way - he does not even have an assistant since he attends to each client personally.
He says: 'Everybody is so busy nowadays. This is an opportunity for customers to relax, hang out, enjoy the view of the cityscape and shop at their leisure.'
The setting: On stepping into the 635 sq ft boutique which Ng bought for $1 million, you see a rack of covetable dresses running down the entire length of the store.
From the luxe chandelier to the spacious changing room and the comfy lounge set, you feel that you have stepped into the boudoir of your dreams.
The experience: Sip tea and nibble on chocolates or cake while you browse the collection.
Ng is on hand to give style advice and do quick alterations should you require it.
Need an outfit for a last-minute party? Ng has a range of shoes and accessories, plus he can arrange to get your hair done at hairstylist Ashley Lim's by-appointment- only salon over at Soho1@The Central.
If you make it into his inner circle, you might even score an invite to one of his monthly parties where guests hang out, eat canapes and sometimes even move the party from the boutique to the rooftop jacuzzi at The Central.
The merchandise: Dressy daywear to formal evening gowns. Prices start from $600.
The customers: Plenty of theatre and actress types including Patricia Mok, Amy Cheng and Irene Ang.
This article was first published in Urban, The Straits Times .
