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The Adelaide-based online boutique you need to bookmark now
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TOPIC: The Adelaide-based online boutique you need to bookmark now
The Adelaide-based online boutique you need to bookmark now 10 Months, 1 Week ago  
Who doesn't love an evening filled with online shopping? Taking time out to browse those clean, white pages of product that have been carefully curated for your eyes is slowly replacing our collective love for window shopping. If you’re getting ready for Adelaide Fashion Festival, the best place to start is with this Adelaide-based online store.

For Adelaide-based online store Love Twain's co-directors Ena Vujcic and Ash Wilby, creating a world where designers are championed, brand stories are like fairy tales and fashion is the main event was always the goal.

"We wanted an opportunity to tell stories and shine a light on those working behind the seams," the pair says of launching their e-commerce platform in 2012. "We wanted to tell stories of the seamstresses working over 300 hours on one couture gown, the PR teams who helped build brand profiles, the fit models who don't necessarily walk the runway but worked even closer with a design team. Some love the front stage but we were all about the backstage action. There was also a huge craving to uncover the latest names in the industry before they were on everyone else's lips."

It was this, coupled with the pair's keen eyes that saw a huge gap in the market at the time, a gap that meant customers were not always aware of how their clothes were made and where they came from.

"Reminding them what it means to choose quality pieces and giving them the confidence to go against the grain and invest in designers who weren't necessarily saturating their Instagram feeds - yet! And therein lays our tagline and ethos – for the trendsetter," the pair reiterate.

Stocking brands like Georgia Alice, Acler and Isabelle Quinn the platform has quickly gained a reputation for finding the best new talent for their audience.

"Audiences respond best to pieces that have a story to tell. Hand-made and locally produced items are always in high demand," the co-directors tell us, adding that, "They enjoy educating themselves on what they are purchasing and shopping all on one platform. At a time when we're over consuming and everything is accessible, women want to be part of something more, to be part of an emerging designer's story and to wear their pieces proudly."

So what advice does the Love Twain duo have for shopping online successfully?

"The biggest mistake would be investing in statement pieces without building on a good base first. Ensure your wardrobe has a few pairs of quality jeans, a selection of basic tees and classic cut blazers before you invest in seasonal trends and prints you will be sick of in a few months. Build a good base and add personality with statement accessories. It's also so important to know your style and to purchase pieces you will be comfortable in. There's no point in buying a skirt doing the rounds on Instagram you are obsessed with if it's not something you will wear with confidence, or even worse, at all!"

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