STALKED: Yulia & Elena, Founders of Box Boutique
28 May 2014
Recently I had the pleasure of catching up with the lovely duo behind box boutique and having a snoop around their new and sparkling pop up store in the heart of Chelsea. Within seconds I fell in love with 2 pairs of shoes, 5 bags and 2 jackets.. oh yes and 1 picture!!
What do you do and why do you love your job?
We are the founders of The Box Boutique – complete heaven for shoe lovers and all things new, exclusive and beautiful. We also recently opened a slightly quirkier version of it in form of a pop-up concept store in the heart of trendy Chelsea! There on top of a great variety of shoes and accessories you can also find everything from magic wand star-shaped salt and pepper shakers and Cold Pressed Juices to fierce Minimale Animale bikinis and cool ADYN casual wear. You can also have your Friday make-up there done now! What is not to love?! :) We get to go to fashion shows, be surrounded by gorgeous pieces day in day out, organize fashion events and got a great opportunity to establish ourselves in this big world of Fashion.
How did you both get into fashion?
With backgrounds in Business and Foreign languages we straightaway knew that we did not want office jobs. Elena tried herself in Gemmology, which she absolutely adored and pursued it through becoming a co-founder of Lilou Voigt – a bespoke jewellery label, which we currently sell at The Box Boutique. I also had my creative side doing acting, dancing and singing before I started my fashion career.
What would be your best moments so far with The Box Boutique?
Being featured in Vogue Russia so soon after we opened The Box Boutique was an unforgettable experience. We also organized a number of cool parties with some great designers like the US celebrity favourite Ruthie Davis and Britain’s own Charlotte Simone who recently collaborated with Rita Ora for her latest collection.
It is also such an honour to have celebrities coming into the shop and genuinely complimenting us on it! We have had everyone from Prince to Kelis and Nicky Hilton popping by :)
How would you define your personal style?
Mine is more casual chic. I love my jeans and loafers! But for the night, the higher the heels the better! And I have plenty to choose from at The Box Boutique.
Elena’s a little bit more eclectic. She loves combining new trendy items that she far-fetches from all over the world with a touch of vintage
Who is the up and coming designer to watch?
Off White by Virgil Abloh is a breath of fresh air for those who love a stylish laid back and slightly grungy look and it will actually be sold in our store from next season and I personally adore Charkviani shoes for there quirky yet girly style. We are also creating our brand with our sister Dasha who is a Marangoni Graduate which fashionistas should definitely watch out for!
Where do you shop in London and where do you eat?
Yulia: I have not been shopping much in London to be honest. But I did do quite a bit of shopping in Dubai recently. Boutique 1 has a good selection at the moment.
As for eating out, since I live in East London, I recently fell in love with Andina – a cute Peruvian Restaurant and Café Les Trois Garcons is amazing for breakfast. And I can never say no to Hakkasan!
Elena: I mostly shop online, or outside London, I love Jeffrey's in New York and L'Eclaireur in Paris. As for eating out - I have just discovered Chiltern Firehouse, which has amazing terrace with cool and classic cocktails and very tasty menu! I also like Burger & Lobster for a quick and delicious lobster-fix ;)
Fav designer at the moment?
I love Cushnie et Ochs! Their dresses are so sexy yet sophisticated. And I have been admiring Dion Lee and Fausto Puglisi recently. Think they should be added to our list of designers! And of course Balmain is always on top for me!
Elena: I am obsessed with Phillip Lim! and of course Cushnie Et Ochs, the moment i discovered it, I got several pieces from their collection and we made sure it is stocked at the Box Boutique, people need to know about this brand!
Five items you can't live without?
My phone and my Mophie - just so I always have battery on my to post a cheeky selfie and check new posts by mr_skyler_grey (Elena's Pomeranian – cutest thing ever!)
My Charkviani PVC sandals -too comfy and go with everything!
My suitcase and my passport – I love to travel!
My blackberry and iPhone (how did people survive without phones?)
My Phillip Lim 3.1 leather jacket - it is adorned with crystals and will dress up any daily outfit in a second
My Chanel purple velvet mini boy bag - very precious item in my wardrobe
I guess my passport too! if i have it in my bag, nothing will stop me from jumping on the next flight to somewhere beautiful!
STALK THE STALKER ON