Last Thursday evening, I was invited to the My Sugarland Christmas Fayre, and I have to admit, after the whole student protest situation causing havoc in central London this little haven of all things exquisite and beautiful was just the escapism I needed! Greeted with a Buck’s Fizz and mince pie, the thing that struck me most about My Sugarland was the serene, calm and inviting atmosphere. It reminded me of walking into another world, and if you haven’t yet visited the boutique which is a stones throw from Angel tube station, you definitely must.
My Sugarland was founded a little over two years ago by stylist Zoe Lem. The inspiration behind the boutique is Zoe’s love of all things beautiful, unusual, vintage and new, with pieces sourced from all over the world. She wanted to bring all of these passions into one place, and I think that what makes My Sugarland so unique is that around every corner is something different whether this being a theme, a designer or a fashion genre.
In conjunction with this, the windows and walls are adorned with photographs, crafts, sculptures and artwork, which somehow makes it feel so much more than just your average pretty shop. It has a distinctively personal vibe and is a real expression of Zoe’s passions.
The shop includes vintage pieces as well as items by up and coming designers and established ones such as Elizabeth Lau, John Rocha, Made and Betty Jackson. The rails are a real eclectic mixture, which means that it probably isn’t the sort of place for your ‘run, grab and buy’ shopper, but that makes it all the more appealing. Reverting back to my seven-year old self, rummaging through the rails was like finding something to play dress-up in, and if you’re willing to spend a little extra on something truly unique, I imagine you’ll definitely find a winning gem here.
You get the feeling that every piece in the shop has been selected for a reason and the variety of items also opens up an array of undiscovered style possibilities for all ages and body types. If you’re not a vintage shopper but would like to explore it a bit more, My Sugarland is the ideal place to try on a few pieces from different eras out and experiment with what compliments your body shape, and perhaps provide inspiration to try something new!
The part of the shop I can guarantee will have every girl oohing and ahhing over is the wedding section. Whether you’re looking for something traditional or a little more alternative, you can hunt out some truly divine dresses and vintage accessories to make your wedding day even more magical.
My Sugarland definitely has a dream-like quality and I would suggest that you go with a bit of time on your hands to have a good rummage. It’s not the place to go if you’re looking for a bargain or cheap buy, as the pieces do tend to be on the more expensive side, but that is reflective of the detailing and quality. Even if you don’t buy anything the whole experience is well worth it. Oh, and as from the 20th December there’s also a winter sale online and in store!
My Sugarland can be found at 402 – 404 St Johns Street, London EC1V 4NJ.
Images © Laura Yates for BitchBuzz.com