The original Belinda boutique in Double Bay opened in 1992 and even then was one step ahead of the game.
Before the age of online shopping and express international postage, when Australia was considered ‘slow’ in fashion world, thanks to a lack of availability and perhaps a lack of interest in overseas style, the Belinda boutique was stocking international names such as Marni, Christopher Kane, Dries Van Noten, Lanvin, Helmut Lang and Isabel Marant.
Perhaps it’s because owner Belinda Seper is a former commerce student, model and aerial photographer in the Army Reserves. Her approach to fashion is unique, individualistic and almost subversive. Going on to earn her style stripes in Paris with Agnes B, the Belinda boutiques are Seper’s way of encouraging women to step outside the trend box and express themselves.
With a second store in leafy William Street, Paddington and another in the heart of the city, it’s clear that Seper’s approach resonates with several different types of woman, from the elegant lady-at-lunch to the sophisticated office girl. The stores, though small, are known for their knowledgeable staff and mix of up-and-coming labels and big-name designers, united through their sense of quiet yet statement-making style.