Big Names for Le Black Book
Purkis, a former employee of Australian designer Akira Isogawa, is aiming to provide international shoppers with a range of leading domestic brands including Kirrily Jonhston, Daniel Avakian, Bowie, Fleur Wood and Jessie Hill while also drawing in more value conscious consumers. The house collection, to be updated weekly on the website, will offer trend pieces, basics and accessories from $45 to $80.
"I don’t believe luxury should be limited to one specific market or reflective of how much you spend," Purkis said. "A luxury product does not necessarily mean it had a high price point, it can be packaged beautifully to convey the luxury element."
The online store provides courier services for domestic and international orders along with sizing charts, styling suggestions and extensive product imagery. Each order is packaged in an adorned box with Australian consumers offered the added luxury of same day delivery.
Purkis said the website, which also includes a daily fashion blog containing news and previews, would provide participating designers with exposure to over 100 international markets and propel the profiles of younger designers such as Stephanie Conley, Valerie Tolosa and Rachel Gilbert.
"The online portal allows for global branding and brand exposure," she said. "I enjoy sourcing young designers that have something special to offer my customer base. I also find it rewarding dealing with younger labels one on one and nurturing their growth."
Purkis said she already has a few surprises for the spring/summer 2008, with the addition of higher price-pointed collections and new generation talent. "Fashion buying is my love and what drives me each day. I am always in search of the next exquisite piece."