Category Archives: Bespoke

Fashion Concierge


Words by Divia Harilela & Blue Carreon 
Art Direction Tony Law Photography Ching


There was a time when offering shoppers a glass of champagne was enough to make them feel special. Or adding a client’s monogramme on a bag was already going the distance towards making them feel that they are buying something exclusive. But with the influx of new high net worth consumers from Russia and the BRIC (Brazil, Russia, India, China) countries, luxury brands have had to be creative in marketing and selling to this new level of super-wealthy. Montblanc has hosted small parties for their high net worth customers in their stores with concerts by its brand ambassador, the pianist Lang Lang. Chanel VIPs and couture clients are given guided tours of Coco’s apartment above the store on Rue Cambon. Savile Row tailors offer workroom tours to their clients. Kilgour even flies its tailors all over the world for fittings with their elite customers. Early this year, it was reported that designers Diane von Furstenberg and Oscar de la Renta hosted cocktail parties and private fashion shows to a group of über wealthy Chinese shoppers visiting New York. Luxury brands recognize the buying power of high net worth Chinese, which is why they have made it imperative that there be Mandarin speakers in their stores located in tourism capitals like New York, London, Paris, Madrid and even Dubai.

The rising number of the super-rich elite also sees
an increased demand for bespoke fashion services.

In Hong Kong, the Peninsula Hotel organizes exclusive shopping tours for their mainland Chinese guests, which includes use of the hotel’s Rolls Royce cars and shutting down an entire store especially for their guests’ shopping enjoyment. They’ve also introduced the Lifestyle Academy, a finishing school of sorts for Words Divia Harilela  Blue Carreon Art Direction Tony Law Photography Ching millionaires to help them improve their style and to learn more about the luxury lifestyle. Concierge services and styling firms that are committed to meeting the demands and whims of the super-rich have also sprouted. One such company is the newly formed Hong Kong-based Superficial, which its founders Sam Roseman and Nick Troedson describe as catering “to savvy shoppers who are not just looking for an exclusive shopping experience, but who are in search of unrivaled access to luxury and exclusive brands with an accent on personalized styling from top to toe”. Superficial clients are picked up from their hotels, driven to flagship stores and whisked away to private rooms for a day of shopping and styling services. Special dinners can also be arranged at the stores followed by mini-fashion shows. Highlife Asia is another concierge that offers the same kind of luxury VIP shopping experience. They take it a step further by arranging private jets or first-class tickets to take their clients to shopping destinations like New York, London, Hong Kong and Shanghai. But if you want to know where the real fashion insiders go, then you need to enlist the talents of a tried and tested professional like Laila Easum

“My clients want to get their fashion as soon
as possible, way before the stores.”

The stylish Parisian has been dressing Asian and Middle Eastern royalty for over 15 years, but has been in the industry since the 1980s. Born and raised in Paris, she went to fashion school where she interned at Christian Dior, learning everything from sketching and fabrics, to how to sell. Although she dreamed of working in the theater, she was hired by Yves Saint Laurent himself in 1987 to oversee his fashion shows abroad. Soon she became a seconde vendeuse at Saint Laurent’s haute couture salon, liaising with rich women looking to buy custom made pieces.

Marielle Byworth bespoke bangle
Gold plated sterling silver,
purple enamel and black diamonds

After five years, she was approached by Olivier Lapidus, son of famous French designer Ted Lapidus, who wanted to create a haute couture salon catering to the young generation. They launched the business from scratch and Easum stayed on until 1998 when she relocated to Tokyo with her husband (she is now based between Tokyo and Paris). Looking for something that afforded her more flexibility, she began to develop her own personal styling business at the request of her longtime clients. “It all came naturally. I started by complementing the dresses. My clients would request shoes and handbags that matched so I would find the material and enlist an atelier in Paris to manufacture the shoes individually. Eventually my clients became more demanding — it wasn’t just accessories and clothes anymore, they wanted everything from luggage to wedding trousseaus,” she says.
Drawing from her old contacts as well as the Internet, Easum started to develop a strong network of fashion elite, ranging from young brands to haute couture ateliers in Paris. Since many of her clients are royalty ranging from women in their 20s to 50s, they demand exclusivity. As a result, she boasts direct connections to Zac Posen, Peter Copping at Nina Ricci, Reem Acra and Vera Wang. “My clients want to gettheir fashion as soon as possible, way before the stores. Often I order my pieces immediately after the shows through the designers themselves. Usually it’s a mix of ready-to wear and couture depending on their needs.” She also boasts unlimited access to Christian Louboutin’s private atelier in Paris. “It reminds me of a scene from Pinocchio in Geppetto’s workshop. They can make anything they want or they can choose a pair from a current collection and customize it. One of my clients loved [this season’s] plastic and neon shoe so she had it made with a leather heel,” she says. While most of her clients are fond of luxury brands, she is constantly on the look out for new, edgy designers. Top of her list at the moment are Sofia 203 for handmade accessories, jewellery from AS29 and Marielle Byworth http://
 , and Perrin Paris for bags. For now her services are exclusive to women although she does rule out menswear altogether. “If my client likes a certain menswear designer, I will approach them for her and create something special. Why not?” she says.

Bump Alert! Push gift


What’s a push gift? It’s a present your hubs gets you for carrying and generally pushing the baby out (and don’t worry: C-section moms definitely deserve one too). Of course that gorgeous baby is reward enough, but if there’s one person who deserves a little spoiling, it’s a woman who’s just rocked! Although jewellery is the most traditional pick, I have come up with a few other unconventional ideas
and no surprise I have received more and more demand for my Bespoke line in Hong-Kong during THE Dragon babie’s era…Guys!…Seriously, its not enough to book Matilda’s Hospital those days 😉

Rich celebrities are accustomed to being gifted with expensive jewellery, and the trend extends to the day they give birth. Case in point: Pierce Brosnan gave wife Keely three gold and diamond bracelets when their son Paris was born. Ben Affleck presented wife Jennifer Garner with pricey purple jewellery after she delivered daughter Violet (which the unfussy and practical Mrs. Affleck reportedly made him return). Sarah Jessica Parker got a gorgeous charm bracelet from hubby Matthew Broderick when son James made his debut. Other celeb dads celebrate the arrival of their new babies by buying their wives and girlfriends expensive bling such as diamond rings, diamond earrings, pearl necklaces, pearl earrings, and jewellery made with their baby’s birthstone…

You can find me here :

Make sure to contact me 3-4 months in advance.
Free estimation

Five art installations

Known for its minimalist aesthetics and timeless appeal, Cos hosted an art bash at Gallerie Perrotin to announce the opening of its first Hong Kong store late last month.
Besides previewing its A/W 2012 collection, the high-end fashion house also invited singer-songwriter Anthony Wong, composer Gaybird Leung, floral designer Gary Kwok, jeweller Marielle Byworth, fashion blogger Winifred Lai and fashion editor Arne Eggers to create five art installations, strategically placed around the venue for all to engage their senses in.
Martin Andersson, Karin Gustafsson, Marielle Byworth,
Marie Honda and Atul Pathak
My Art Piece
The Artists
Gaybird Leung, Anthony Wong, Marielle Byworth,
Arne Eggers, Winifred Lai & Gary Kwok
With Harriet Tung
and Diana D’Arenberg
 Andre Fu & Adrian Cheng
Me and Fiona Yiu
and more…Thank you all for coming and supporting our Art for COS!
few links about this event :

Pour la vie

Excuse the bad quality pictures of this private order.
They had to say yes very quickly that I couldn’t take a proper picture.
White gold 18k wedding bands with diams for the lady 😉

Clip – Cannes Festival 2012


What a fantastic week for the Film Festival in Cannes this year.
Not only we dressed up and accessorized the most beautiful girls on the Croisette but the parties were just amazing. Even with my 6 months pregnancy at that time I managed to assist a most of them!

Here is a little clip I made for you to give you a zest of the Festival.

If you want to see more … watch until the end of it….so funny!


First time I met Rui was at Jennifer Woo’s dinner organised for Roland Mouret. She was wearing those long black leather gloves with a beautiful red dress. Next time we bump into each other was at Nisha and Aron’s birthday. She came with her boyfriend and I was happy to re-connect with my poor Japanese small talk.

From that great night we saw each other over lunch at Zuma. I had a real feeling about the mysterious Miss Rui Nakamurix… I discovered her funny and sexy blog SEX and the HONG KONG which I ‘m going to follow from now.

Rui is definitely one of the most sexy Japanese girl I ever met, she is international minded and have a great sense of humor. I’m proud that she wear some of Marijoli collection and soon some customized Marielle Byworth pieces.

See some more pictures of Rui to our fan club…