Ruby Soho Has Launched!

You may remember my last post telling you about my upcoming business venture. Well I am excited to say that Ruby Soho - my online fashion boutique - is now launched and open for business! 



I currently stock women's clothing and handbags from brands based in the UK and Europe. I chose to source my stock from lesser-known brands in the UK, as I wanted to give Ruby Soho customers the chance to buy clothing and accessories that they wouldn't generally find on the high-street.



Presently, I have clothing from French brands Grace and Mila, Mouvance and Danity, which are all based in Paris and use the Parisian culture as a significant influence in the design of their clothes. You will find on-trend colours, classic silhouettes and aztec prints within their clothing. 








Me & Thee is a British brand that uses hand illustrated designs within their collection. Their inspiration for the Spring/Summer collection is an English Garden, which you will clearly see in all of their dresses, skirts and blouses. Stock from Me & Thee will be arriving on the website in the next few weeks. 

Lastly I have beautiful handbags from Smith and Canova and their sister company, Claudia Canova. Smith and Canova work with exquisite leather to create high quality bags that are practical and stylish. Bags from Claudia Canova are synthetic but are still made to high standards, coming in trendy designs and great colours. 

Ruby Soho will be working with new brands for Autumn/Winter 2014 so keep your eyes peeled! The website is fully functioning with online payments provided by WorldPay. The site also has a blog, which will tell you about new products, offers and trends! 

The website is www.ruby-soho.com so please take a look! Support it also on Facebook and Twitter @RubySohoFashion !

Something about Ruby...

So, it's been a long time, I know. But I have been a busy girl and now I have some time to tell you all about my recent venture. For those of you who know and been getting weekly updates on what's been happening, I'm sorry to bore you with the content in this post, though I am thoroughly grateful for all the advice, support and interest I've had so far from friends and family. For those who don't know, my career is taking a new path into self-employment (eek!) as I am starting up an Online Fashion Boutique business!

Don't ask how I am came up with the adventurous (possibly crazy) idea of setting up a business in a not-so-stable economic climate, but for those who know me I am hardworking and passionate about what I love, so I won't be giving up without a fight. I guess one thing that spurred me on was the thought of having a 9-5 job doing the same mundane things everyday; it just isn't me. I love doing a variety of things, learning new skills and being a part of so many aspects of the fashion industry instead of just one. So here I am, learning to be a buyer, e-commerce retailer, stylist, copywriter...on top of being a company director. Challenging, but very exciting!

So, to the stuff that you guys actually want to know. I've called the boutique Ruby Soho; I won't get into great detail about how I got the inspiration for the name, but I've had good feedback on it so far and I couldn't see it being called anything else. I will be buying in brands of women's fashion mainly from other parts of Europe, though some will be UK based. There will be some fab bags available too to start with, but I hope to stock some shoes and other accessories further along the line. I'm aiming my range at women aged 20 to 35, the style mainly focusing on smart casual daywear that can be dressed up for the evening. Prices will range depending on the brands, but will average at high-end highstreet prices.

The website is currently being set up, and it is looking great so far! I've had help from friends already in various sectors of the industry, and I am so grateful. As well as trying to keep my blog going, which I love to do, I am also setting up a blog connecting to the site, sharing new products, styling issues and trend reports. I will keep you all updated on here and hopefully you will support and follow that blog too! In terms of stock, I have started finding the products and brands I want, though there is still a lot to do in that area, as well as others.

For now, you lot will just have to sit tight while Holly here does the hard work, though I hope to be launching early 2014 so keep your eyes peeled for more updates. Social media pages will also be popping up soon, so I hope I have the support of my trusty blog readers to spread the word about Ruby Soho when the time comes! Thanks for reading! :)

Embrace the Bumbag - you know you want to!

There has never been a better time to leave that cross-body bag and clutch at home and replace it for a bumbag. With the nineties trend still going strong, bumbags are slowly making their way into the high street stores wanting their time in the limelight. So why not give them a chance!?

Bumbags have a had a bit of a makeover since the eighties and nineties era you will be glad to know, otherwise I certainly wouldn't be here trying to convince you to buy one. Long gone are the plain, tatty bags generally associated with fifty-something tourists also sporting that ultra cool baseball cap and enviable socks with sandals. (Yes that was sarcasm.) Now we are seeing bumbags adorned with studs, fringing, spikes and geometric patterns - what's not to like?

Now that your views have started to change, let me give you some great reasons to get one of these ultra cool (not sarcasm) on-trend bags.
 

Bumbags are the new definition of 'hands-free'. If you love to go clubbing, don't you find you just don't have enough hands to hold your bag, your drink, try to dance and now, attempt to grab your phone as it rings! Wearing a bumbag has never been so liberating! When I wore one out a few weeks ago it was great, though as predicted I did shout "Where's my bag?!" in panic a couple of times that evening. Everything's secure around your waist, you don't have to worry about leaving your bag in the loos, and you can swing your arms about as much as you like when you're dancing, just because you can!

Pockets. Gotta love pockets right. Well bumbags have their fair share, and it's great to have everything separated in different pockets so you know where everything is! No rooting around at the bottom of your bag, trying to find your lip gloss, and no emptying the contents of your bag onto the table because you think you've lost your phone (it's always there, somewhere) I am addressing YOU, organisation freaks!

 
Lastly, for you festival goers out there, there isn't a more practical bag to take. As well as having the benefits above, bumbags just have that 'festival chic' look about them. They look great with denim shorts and wellies, and they are so versatile you can wear them with a casual outfit or a dressed-up one. And another great thing about wearing them at festivals, they are a great size to fit all your essentials that you need for the whole day.

Well if I haven't persuaded you by now, I guess I'm not going to...Unless I mention there's a way you can have a great quality bumbag that is totally unique and cheaper to buy than the ones on the high street. So here they are.

 

 I am currently customising leather bumbags with studs and spikes, each one with a different design, so no one will have the same as you. If you love to wear vintage clothes as opposed to high street or you love to customise old belongings, then one of these is for you! Not only that, but I am selling them at a bargain price of £13, YES, £13, where you're looking at paying around £20 on the high street for a man-made one on mass production.

 
 

So there's my sales pitch, if you are interested in one from the photos or have a design in mind let me know!

Essentials Every Man Should Own

Some men may find the prospect of fashion quite daunting. Common questions asked (often inside one's head) when in the small confinements of a fitting room cubicle are probably: "Can I pull this off?", "Should I follow trends or just wear what I want to wear?", and "Do I just look like a prat?". I'll go out on a limb here and say that guys have a harder time following trends than us girls. (Though the fact a man can quite often walk into a shop, pick up what he wants, pay and leave within ten minutes is beyond me.) However with lads' mags such as GQ and FHM now with their own style sections, the predicament of trends should become less trivial.

 

From the point of view of a fashion student, and more obviously a woman, I like a man that follows trends and takes pride in his appearance, but let's be honest, not everyone can pull off a pair of braces, neon skinny jeans and glasses (the glasses-without-actual-lenses glasses. I don't know where they came from either.) It's important to feel confident in what you're wearing, so here are my five essentials that everyone can pull off, and more importantly can be worn in many ways and on different occasions. I begin with...

 

 

..The Blazer. Every man needs one, fact. Make sure it fits you well, especially on the shoulders. You can get away with owning just one blazer if it's in a versatile colour (black and navy are great) and if it crosses the casual and smart boxes. The great thing about blazers is you can wear t-shirts or shirts under them, and wear them with jeans or smart trousers. I like this blazer by Solid, which I found on ASOS. If you haven't been on ASOS, or taken to online shopping in general, ASOS is one to make the effort for.

 

Plimsolls. But nice ones. I always used to associate plimsolls with a horrible black pair that I had to wear for gym class in primary school - something to put you off for life. In recent years I have discovered that plimsolls now have evolved into groovy patterned shoes in various colours, and so my hatred has faded. Not only that but they look pretty cosy, and are easy to wear with anything. Topman have a great range of plain ones to patterned ones, depending on how adventurous you're feeling.

A classic check shirt is another essential on my list. It is so versatile and can look sharp under a tailored jacket or easy going with jeans. This is from Ben Sherman, the go-to brand if you want a range to choose from.

 A suit. Yes an obvious choice but an important one. A well-made, well fitted suit will be your best friend, as it will be there for all those special occasions where looking good is the number one priority. Weddings - check. Dinner parties - check. Day at the races - check. Business meeting - check. There are so many reasons to get a good suit, and Next have some great styles at really reasonable prices. I love the one above because it's in a charcoal grey (an update from black), it has the one button jacket which I favour over two, and the contrast satin lapels just give it the extra wow factor. But whatever suit you choose, just remember - Fits good, Looks good.

 

 

Lastly, a good pair of Calvin's will never do you wrong. I can't guarantee you will look this good wearing them, but they definitely do wonders due to the brand name. If there are any words that a girl likes to see poking out from a pair of trousers, it's Calvin Klein. Enough said.

 

So there are my essentials for the male wardrobe; no excuses now gents!

 

The Best (and Worst) of London Fashion Week

London Fashion Week is always an eventful few days. We know what to expect from some designers, we don't know what to expect from other designers (but in a good way), and then there's what we never expected. Not in a good way.

I like to make a point of what I don't like in fashion. These days it seems like people are scared to say that something wasn't great, even if a multi-millionaire designer decided it was. Like anything, fashion is open to opinion. Whilst some people like dreary, frumpy dresses (I'll explain later), some people, like myself, do not. I'm not afraid to say if I think something looks horrendous, and I would love to see more people shouting out about things that don't tickle their fancy. Step over that line of 'praise conformity' and criticise (it's much more fun).

 

To avoid sounding like a miserable fashion-phobe, I will tell you about the collections I LOVED first of all. One of my all time favourite designer brands, Burberry Prorsum, cease to disappoint me. I don't think there was one outfit in this collection that I didn't like, and there was a vast amount that I would love to own myself. They gave us classic heritage with a reinvented, modern twist. The trench was of course in their line-up, but it had been given a plasticised make-over. The prints throughout the collection were great; the heart shaped one will no doubt be sprinkled across the high street for autumn/winter.
 

 

Animal print is still in (yes!) This coat is just...amazing. Giraffe print on a classic style trench with belt. Knock a few zeros off the price and I'll wear that all winter long.

 

 

This stunning outfit is from Antonio Berardi's collection. The cobalt blue is the first attraction, and the spot print the next. The cuts and shaping are also stunning; the smooth curves and wide sleeves complement each other brilliantly. The collection was filled with innovative tailoring, structured capes and panels of contrasting fabrics.

 

 

L'Wren Scott is a new designer to me, who made a very good impression. The collection was stylish and glamorous, feminine with punch. Another vibrant blue shade made it's appearance this time accompanying gold. This outfit of a fitted pencil skirt and blouse suggested sexy work wear for an independent woman.

 

 

This dress is beautiful. It has a goddess look about it with its extravagant neck piece and Aztec looking pattern. A true catwalk piece and no doubt a red carpet dress for the coming year. 

 

So to something more barmy than beautiful...

 

 

This is by Giles Deacon. The wonderful Giles Deacon. Yet, it has me speechless. I may be the only person willing to criticise this collection, but I'm pretty sure I'm not the only one to think it's bordering on vile. (No, I don't think that's too harsh.) The hat. THE HAT. There were lots of them, all big and knitted and in colours reminding me of certain Simpsons' characters' hair. Then the dress. I guess it's not terrible, but I don't like the satin sleeves. If you think this is bad, you don't want to see the Miss Haversham-esque dresses and dreary prints. But if you do, you can see them here.

 

 

 

Okay, this is a risky one to put out there, but was anyone else a bit disappointed with Rihanna's long-waited-for collection for River Island? Well I was. It was just a bit dull. It seemed like we had seen it all before, but a lot better fitted, and with a bit more imagination. Yes, I agree it does have a visible 'Rihanna' influence (very little fabric involved) but I guess I was expecting a little more from her. Then again, she is just a singer, NOT a fashion designer. So here is her jumpsuit, which to me looks like something a mechanic would wear. That is all.

 

So there were my faves and not so faves of Fall 13 collections at LFW. I hope I haven't stepped too far over the line and encouraged Rihanna-related death threats in the next few hours...

The Ultimate Guide to Comfortable Heels

 

Before you say it, yes it is possible! Here are a few things that can transform wearing painful shoes into moments of luxury...okay that’s an exaggeration.

 

Let’s start with the shoes themselves. My first piece of advice would be to always try them on before you buy, none of this online shopping business when it comes to shoes. If you are anywhere near as fussy as I am with heels, trying on before you buy easily eliminates shoes that were never made to be comfortable. Intricate cut outs or complicated straps can be a recipe for disaster; remember everyone’s feet are different and fit into shoes differently, so for you it may be that rubbing and blisters are a definite outcome.

 

The awkward ‘walking around the shop to get a feel for the shoes’ regime is a must; yeah we look a bit stupid but it is necessary! If you can’t walk there, there isn’t much hope on cobbled streets under the mild influence of alcohol.

 

The type of shoe to choose is also important. Try to get shoes with good ankle support; ankle boots or courts with cross straps are great. A larger surface area on the soles of shoes will also help, so I find wedges great to wear. Lastly, to my confusion, there are some heels around that tilt at the front, making it inevitable to lose your balance when walking. AVOID at all costs.

 Next step is to wear your new heels in. Walk around the house, walk on different surfaces, just wear them sitting down if you want. The warmth from your feet will help to mould the shoes to the right shape, therefore when you wear them out for the first time, they will be much more comfortable and you will feel more confident walking in them.

 

Another, probably quite obvious tip is to look after your feet. Keep your feet moisturised and soft and they will feel better in new shoes. A mega important thing is to keep your toenails trimmed, seriously, when your toes are crammed together you do NOT want nails digging and cutting into other toes! Lastly, Vaseline is great when wearing strappy shoes; rubbing a bit over the area helps prevent sores forming.

 

Last but not least, the creator of shoe inserts should be blessed – I don’t know what I would do without them. Scholl or brands similar have a selection of pads to fit into your shoes, from heel shields to sore spots, or thin strips to line straps. I put a pair of heel shields into nearly every pair of heels I own, and it stops all kinds of rubbing and also stops heels from slipping when you walk. Not cheap I know, but really worth it. The gel pads for the soles of your feet are also great; it does give you that extra bit of comfort to last the whole evening.

 So I hope this guide will help all heel wearers out there to find comfort in their shoes and prevent unnecessary agony!

 

Ups, downs and keeping your options open

So this post really is going to live up to being like a diary. Here are my thoughts and experiences of trying to explore my future career, and an exciting new idea I would like to share with you all!

 

Many of you may know that fashion buying is something that I’ve been trying to get into since finishing university in June. In the fashion world, getting a job in any sector is never easy, unless you are very lucky or extremely unique and talented. For nearly a year I have focused on this single career option, working my CV, work experience and portfolio around buying. Now I have realised this isn’t the best idea.

 

So I have applied for countless vacancies for Buyer’s Admin Assistants, filled in a number of applications, racked my brain when writing cover letters and sent a great number of emails, with no luck. Recently I had started my applications for the Graduate Buying Schemes at M&S and Tesco. For those of you thinking of going for them, good luck to you, but keep in mind that they are so hard to even pass the initial stages. I encountered the numerical and verbal tests for the first time, and boy are they hard. I mean, I felt like I needed a degree to actually answer some of those questions. After hours of practise questions and the final test, I finished feeling disappointed and a bit down, and that’s something to do with my issues with failure. It’s a terrible feeling when you don’t do as well as you wanted, or you’re not good enough, but in a couple of days you learn to pick yourself up and carry on.

 

 

 The next opportunity for me came with a telephone interview for the Tesco grad scheme (telephone interviews are horrible by the way). This was another disappointment for me as it really could have gone better. I blame my terrible nervousness and my tendencies to go blank due to the previous. Another let down, but with that came an open mind and a box that I began to think outside of.

 

The realisation of how ridiculous settling for one job was appeared like the sun through the clouds. It was time to keep my options open and think of the many other opportunities that are available, not just in fashion, but in life. I am the kind of person that wants to do so many things in life; I need excitement and new prospects quite regularly. This was the point where I spent about two hours (when I should have been asleep) thinking of crazy new things that I could do and try.

 

In terms of fashion, taking my interest of blogging and writing forward would be something I would love to do, but I always dismissed it thinking that without an English or Journalism degree it would be impossible. In all honesty, I am probably just as likely to get into fashion writing as I am into buying. So what the hell, I’m applying for lots more jobs, thinking about internships and finding new things to learn to improve my skills. A month or so ago I also started writing articles for the website www.writeonstyle.com, so take a look as it’s full of talented writers and bloggers with some great style info. The experience from this could help me in future opportunities, and generally it’s something that I enjoy doing.

 

With the light bulb moment of realisation came a new exciting idea for my blog, which I am glad to tell you all about now!

 

 

 Within my blog, I’m starting up a little question zone where all my blog fans can send in questions about anything fashion related. The Secret Diary is opening its covers to find answers for your fashion history questions, trend queries and your fashion problems needing advice. I call it my ‘No more secrets’ fashion clinic. Every week I will try my hardest to answer all of your questions and put them in a blog post for all to see.

 

So for any questions you may have, you can send me an email at secretdiaryofafashionstudent@gmail.com or tweet me.

 

Trying something new is great, and it gives you a confidence boost when you need it. Don’t let job issues get you down; keep your options open and try something different. Don’t give up on what you want to do, just think of the million and one other things that might be perfect for you and go get it!