Wednesday 19 October 2011

Standing out for not being different

With rows of boutiques in the painfully trendy Haji Lane fighting for attention, one store stands out oddly enough for trying to blend in with the crowd.

Bellezza Couture stands out with its rather sombre choice of display

Shockingly there isn’t a pair of fitted chinos on display, but that is precisely the USP (unique selling point) of the new store Bellezza Couture.

Its owner Amanda Chiang has fulfilled her childhood dream by opening the tiny boutique just 2 months ago.

Sisters Amanda and Anjelica Chiang at their boutique

And while its staple of light separates - ideal for work, lunch or those who don’t want to plump their feathers in public – shouldn’t appeal to Haji Lane’s immaculately-coiffured crowd, it is obviously doing something right.

Because while Belleza Couture is currently what real estate agents might creatively call ‘cosy’, the store is currently working on expansion plans to take over the floor above.

While I admire the drive (and am jealous of the ambition), I don’t quite get the logic behind what must be an expensive location.

Despite the pretty pieces in the shop, the adherence to the Singapore monotone office code (except for few blazers and a Cristopher Kane-inspired galaxy print top) makes it look rather bland in comparison to other shops on the same street that made a reputation by being unique and individual.

Christopher Kane's 2011 Resort Collection, and a top with the
similar galaxy print (SG$39) at Bellezza  Couture

A rather interesting mix: chiffon and faux leather shirt (SG$49)

Finally some color!!! Bright blazers to light up any dull work wardrobe (SG$69)

The clothes and shoes in Bellezza Couture are local or Korean-sourced and the prices range from SG$29 to SG$79 which seems quite reasonable especially if you compare it with same quality but more mass-produced pieces from the likes of Forever21 and New Look. So at least it’s good value.

I did like a few items in the shop but very little stood out in terms of originality and uniqueness.
The one exception – and it is a big exception – was a pair of spiked loafers which I will go back for once I’ve figured out what to wear them with (or convinced myself that I’m not gonna hurt anyone with!)

Clearly my favorites: Spiked Loafers in grey or black (SG$59)  

Leopard-print oxfords (SG$39)

Honestly, I donno who would wear these but kudos to them if
they manage to pull them off! (SG$49)

My verdict: Bellezza Couture caters for the average everyday girl on a budget, who is looking for clothes which are understated, stylish but not a style statement; and shoes which are not made for the faint hearted. I don’t see the logic in that but well they might just make the right balance!

Belleza Couture is located on 29 Haji Lane, Singapore. Tel: +65 6299 4298 begin_of_the_skype_highlighting            +65 6299 4298      end_of_the_skype_highlighting