Tuesday, July 24, 2007

Celebrity fashion labels a hit in Hamilton

Designer jeans worn by Hollywood stars have arrived in Hamilton.

Natalie Cameron of the newly opened Delilah Rose has a range of designer garments hanging on the racks of her black and gold-themed boutique in Hamilton's Alexandra St.

Her motivation for such splendour in the heart of the Waikato is her insistence that Hamiltonians not have to travel to Auckland for a pair of designer jeans.

Cameron is the only stockist of Rock and Republic jeans in the Waikato. The label has a range designed by Victoria Beckham, which should retail for $560 a pair but sells for $479 at Delilah Rose. Because Cameron believes, despite the beautiful fabric and Beckham's celebrity endorsement, $520 for a pair of jeans is more Hollywood than Hamilton.

But if celebrity endorsement is what customers are after, Cameron suggests True Religion, jeans which retail for under $400 and are worn by stars such as Eva Longoria, Jessica Simpson and Heidi Klum. Delilah Rose is also the only stockist of True Religion jeans for men in the Waikato.

The shop has been open for six weeks and already Cameron has regular buyers. With brands such as Wheels and Dollbaby, Fifi Chachnil and Australia's Natasha Gan she is confident business will steadily increase.

The former real estate agent has a love of fashion that shines through her shop, which looks like you've stumbled into a very stylish bedroom.

Silk gloves are draped over suede chairs, french candles burn on shelves and ornate mirrors with gold frames make the shop seem a lot bigger than it actually is.

"I love fashion. I love fashion magazines. I wanted labels that celebrities are wearing. True followers of fashion recognise the label in the store. It's an eclectic mix of styles. Wheels and Dollbaby have a cult following.

"I knew there was a market in Hamilton for these brands. I love coming to work, it's not like work. Word of mouth is out."

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