A Luxe Story began as a unique pop-up experience showcasing beautifully crafted women’s clothing and accessories from emerging independent labels.

Inspired by the passion of the fearless female founders she met while building her own luxury knitwear label, Deola Charles, wanted to create a destination to celebrate their inspiring stories.

A Luxe Story's first concept store opened in Hampstead Village in September 2016, and quickly became a destination for discerning shoppers to discover unique everyday, everywhere pieces that are both modern and timeless.

With an eye for style, simplicity and quality, Deola carefully curates each piece, testing all of the products first-hand and personally getting to know each designer and the stories behind their brands.

A Luxe Story pop-up shops have graced some of London’s most iconic locations including Chelsea’s Kings Road, Belgravia’s Elizabeth Street and Fiztrovia’s Lambs Conduit Street.

Deola says: “Seeing us as a "breath of fresh air" on their local high-streets, customers enjoy one-on-one time with the designers and a truly memorable shopping experience. For our designers, it is a chance to engage with the women who inspire their collections in real-time and listen to their style needs. I’m excited to extend this experience to our online community.”

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