Pinky Johar and her team of in-house designers are the designer behind the label which produces such vibrancy and femininity. The design team is continually evolving with the introduction of new designers from the best fashion colleges in London, Milan and Paris.

In November 1988 they opened their first modest UK showroom at Glentworth Street, in Marylebone, specializing in made to measure evening and party wear for 20 to 50 yr old career women who wanted to make an impression. The showroom proved to be a resounding success over the years and has since led to a move to larger premises in Wembley in 2001 to greater room for the design teams to develop their eye-catching collections.

Back in 1997 we identified a gap in the market for exclusive, quality evening and occasion wear, made to fit the individual, at reasonable prices. In 2001 we also launched our first bridal wear collection after seeing there was also a lack of contemporary non meringue style dresses o suit modern bridal tastes. Our customers are mainly 20 to 45 old professional women who want an individual, one off look for special occasions and wedding. Our aim is to offer beautifully made clothes with lots of hand detailing and high level of personal service says Pinky. We realized early on that even though the fashion industry tries to fit women in to standard sizes most women are in fact a combination of two sizes. Although they can mix and match sizes buying separates, the dresses it is often difficult to get mix and match sizes when buying separates, with dresses it is often difficult to get them to fit properly straight off the peg The other issue is exclusivity. "The last thing our clients want is to turn up at some event and find someone else in the same dress", added Pinky.

We have always taken the approach that it is important for us as design, to design according to what suits our customers, so we tend towards styles that have a certain timeless quality about them. This explains why many of the styles we produce have a distinctly exclusive feel. Each decade has thrown up certain classic cuts and styles, which we have incorporated in the collections that we design and produce. Our look is always feminine and sexy without being tarty. Because we understand retail ourselves, we also tend to focus on styles that will appeal to our customers, rather than some cat walk ideal. Our focus has always been on producing beautiful, sexy clothes, that help women feel good about themselves and show how truly beautiful they are.