Lillidiva

Ex-Harrods buyer Victoria Lloyd set up Lillidiva 6 years ago on Lavender Hill, Battersea, south west London, aiming to create the perfect neighborhood boutique. Inspired by the designer boutiques in downtown Soho, New York, Victoria has created a store with a mix of some of the most desirable, current collections along with newer undiscovered designers. A large glass fronted corner site creates a light airy space inspired by a parisian appartment with high ceilings and twinkling chandeliers.

Put off by the high rents of more obvious roads in the area, Victoria chose Lavender Hill, ‘I was more intrigued by the idea of creating a destination boutique that people would discover for themselves – obviously we would have to work at it a little harder by providing great service and unique product to make people come back.’ But 6 years on the gamble has paid off, and the reputation has been firmly established as just that.

Carefully edited, there is a selection of brands from London, New York and Paris, mixed in with exquisite accessories, all constantly changing to give the fashion addict the perfect fix. Victoria says, ’I think what makes us stand out and have the reputation that we have, is that we have a great mix of the best labels and the best pieces from those designers, that our customers say they don’t find elsewhere. I also am constantly on the lookout for new things to improve on what we have – we’ve just picked up McQ – the new Alexander McQueen diffusion line, - it has a younger look but still with some beautiful tailoring details, and at a much more accessible price. See by Chloe and Sportmax are also the diffusion lines of Chloe and Maxmara respectively and are incredibly popular. But then we mix them in with Manoush and Les Prairies de Paris - 2 quite small Parisian brands, to give it all a different look.’

Denim is also a big part of the business – brands from the states like James and Paige Premium Denim sit next to Made in Heaven from the UK. And to go with them, the perfect washed cotton tee shirts from cult American make, C&C California. Beautiful leather handbags from J&M Davidson, and shiny patent pumps from L’Autre Chose accessorise your latest bright stripy Sonia Rykiel knits with sparkly, glass heart necklaces from Paris.

The shop also has its own fragrances – Lilli and Diva which were made exclusively for the store by Spitalfields perfumer Angela Flanders, and are an intoxicating blend of tuberose, lily of the valley and bergamot. Lillidiva also stocks the perfumes and body range of E Coudray from Paris, and Tocca candles.