Following the launch party for in Dubai, they set up a shopping event.

Editors from local magazines and potential clients were invited to a suite at the Ritz Carlton hotel to shop the pieces available on

The unique thing about this shopping event, for an online store, was that virtual shelves became reality.

Excited ladies shopped the many labels on display like Diane von Furstenberg, Carven, Burberry Brit, Vanessa Bruno, MICHAEL Michael Kors, D&G, L’Agence, Current/Elliott, Iosselliani and Issa, which were artfully displayed around the suite with the clothes and shoes in one room, and the bags and jewellery in another.

As Dubai is very much a multi-cultural city, it was interesting to see the foreign editors gasp in surprise when they were told how much their purchase was in pounds or dollars.

Those three-pieces they wanted suddenly became five.

With this much excitement around affordable, accessible, wearable pieces for the fashion-saavy shopper, I don’t think will have any problems being a huge success in the Middle East.

Emily and I couldn’t leave Dubai without riding a camel.

Dubai is such an amazing place. The friendliest place on earth. I will definitely be going back for vacation.

Thanks to the Sarah and Lauren from for inviting us to Dubai for their launch.