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Fri, Mar 26, 2010
Urban, The Straits Times
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On the cutting edge
by Karen Tee

GLAMOUR INC
01-55, Block 59 Eng Hoon Street, tel: 9877-4729


Although the bulk of Glamour Inc's business is wholesaling to retailers, it does open its showroom to customers on a by-appointment-only basis.

Formerly known as multi-label boutique Glamourette (which was housed at the now-defunct Promenade shopping mall till 1998), Glamour Inc concentrates on introducing up-and- coming cutting-edge designers to Singapore and the region.

The company went on hiatus until it returned as a wholesaler in 2006, as it could not find a suitable location for a boutique, says spokesman Cary Cheng.

Glamour Inc's buyers attend fashion week in London twice a year to talent-spot up-and-coming designers.

It opens its doors to private clients to test if the market is ready for these labels, explains Silvia Tan (Picture 4), 42, the boutique's in-house stylist and consultant.

She explains: "By taking orders from private customers first, we can show the boutiques there is interest in the label. At the same time, the customers get to be ahead of the curve by purchasing pieces that are not yet available in boutiques."

Newer labels it has introduced to the local market in this way include lauded British label Mary Katrantzou, which has just been picked up by multi-label boutique Pois.

So do move fast if you'd like to be ahead of the fashion pack - once a boutique picks up a label, Glamour Inc will stop selling pieces to private clients so that it will not be in direct competition with the boutiques.

The setting: As there is no sign at the door, tracking down the 1,800 sq ft shophouse in Tiong Bahru is something of a treasure hunt that sets the tone for what you will uncover inside. The are about 20 labels available each season.

The experience: If you want to know who will be the movers and shakers in the fashion world in a few seasons' time, this is the place to check out. Tan and her team of six stylists will pick out outfits and offer suggestions on how to match the pieces.

Since most are repeat customers, she can remember what they have bought and give advice on how to refresh existing pieces in their wardrobe.

Perks include free alterations, styling tips or even a takeaway meal from nearby food outlets to be enjoyed in the comfort of the showroom.

The merchandise: Apparel, accessories, shoes and bags from mainly up-and-coming London-based designers. Prices start from $1,000.

The customers: The regional taitais and fashionable set that used to patronise Glamourette when it was open. Local glamazon Karen Ng is a fan.

This article was first published in Urban, The Straits Times.

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