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The Darling Story

"Whoever said that money can't buy happiness, simply didn't know where to go shopping."
— Bo Derek

Remember when sales assistants used to greet you and smile?

When they genuinely wanted to help you?

We know you don’t want to hear a sales spiel from a script, see blank stares from an untrained (and unsympathetic) ‘stylist’, or hear ‘oh, that looks so good on you’ when you step out of the change room and it quite clearly looks anything but.

Because you’re not looking for a new dress or pants, even though you think you are.

You’re searching for that feeling.

  • The feeling of sauntering into the office on a Monday morning and turning every head along the way.
  • That ‘hell-yeah’ feeling of putting on a new outfit that fits like a glove and just works. Like you’ve never known before.
  • The burst-into-tears-because-you-can’t-believe-it’s-you-in-the-mirror feeling.

And the feeling of owning it – in every aspect of your life.

Because to some, fashion may just be clothing on a rack, but with a carefully curated collection of high-quality, elegant and exciting pieces, and the styling nous to make you feel more radiant than you’ve ever imagined, the Darling experience is one worth saving yourself for.

Let’s face it, you don’t have the time to waste on one-size-fits all shopping.You want to know how to work with what you’ve got to create the look you really want! And when you’re on a mission, you need a professional.

Enter Darling’s Janet Paape – the fashion editor, personal stylist and ultra chic best friend you never had.

With decades of experience and an insatiable appetite for making women like you feel incredible when they get dressed each morning, Janet believes in creating a bespoke, one-on-one experience for every customer, whether you’re visiting in store or shopping online.

Janet created Darling as the ultimate dressing room for women who want to break out of their comfort zones and make a real investment in themselves. And she knows all you really want... is to be seen.

Meet Janet