Pure London Blog

07 Dec 2017

60 seconds with Anel

Pure London
60 seconds with Anel

What does London mean to you in 3 words?

London is the heart of fashion in every sense because you see people in all different styles. As a new market for our brand London is the place to be.

Where in London do you like to shop?

I love walking in New Bond Street and big department stores such as Harrods, Fenwick or Selfridges checking out the trends and all the designers but when it comes to spending I shop with High street retailers where I can find all the trends in affordable prices. Of course, as a woman, those occasions do come where I will save for an exceptional purchase, usually shoes or a designer bag!

What item of clothing do you have that makes you happy?

Happiness for me is not about one item. I shop on impulse, things that I either fall in love with (like a knee high pair of boots I will only wear on certain occasions) or I know that will look good with the rest of my wardrobe (like a simple white boyfriend shirt). Happiness is when I put on my clothes and I know my choices are perfect!

If fashion was an emotion what would it be?

Fashion is confidence. Confidence one derives from stylish choices that bring out our best self and make us feel beautiful and elegant, ready to face any challenge personal or at work.

Where do you find inspiration for your collection?

For Anel inspiration is found in the need of women to dress fashionably yet affordably and we try to do that by introducing new lines almost every week. We travel around the world to keep in touch with the latest trends but also to source the best fabrics and embellishments for our collections. Also, the main focus is value for money and win-win deals both for our stockists and their retail customers.

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