Effortlessly romantic label Beulah is joining the ranks of Sloane Street’s designer boutiques, popping-up at 196 Sloane Street for six months.
The store, with interiors by Sarah Hammond, is designed to look like the inside of an Indian jewel box, inspired by the brand’s roots in India and evoking the beauty of the country and culture. There are exotic golden handpainted murals on the deep plum walls, with brass rails showcasing Beulah’s autumn/winter 2017-18 collection.
This season is inspired by a fusion of cultures, exploring the journey Natasha Rufus Isaacs and Lavinia Brennan had in understanding their heritage and what it is that inspires them; Natasha’s great great grandfather was Viceroy of India in the 1920s and Lavinia’s grandmother was a Chilean beauty brought up in rural South America. There are opulent jewel tones that nod to regal India, while feminine layers and ruffles are evolved from the traditional dress of Chile.
Beulah, 196 Sloane Street, SW1X 9QX.