Where? In the trendy North Laine area of seaside town Brighton, in southern England. The store
was originally in a different location and moved to the new digs in September 2004.
Who? The boutique was opened by friends Sarah Arnett and Amanda Sullivan, who between them have a fine fashion pedigree, having worked at Paul Smith, Tracey Boyd, Emanuel Ungaro and Agnes b.
Fashion finds: the initial plan was to stock labels that were unknown in the city, but Arnett's designs were so popular she launched an in-house collection, Simultane, featuring unique prints and glamorous 1940s-inspired dresses. You'll also find clothes from up-and-coming designers and trendy brands such as Frost French, Marilyn Moore, Common Thread and London label Issa. Cool casuals are represented by Goldsign and Frankie B. denim. Accessories include Cutler & Gross sunglasses, quirky Lulu Guinness handbags and L.K. Bennett mules. Beauty junkies can get their fix with Creed, Tocca and Miller Harris fragrances.
The crowd: ranges from too-cool fashion students to stylish Londoners escaping the city for a weekend of sun, surf and fashion. Celebrity fans include Kylie Minogue, Thandie Newton and Erin O'Connor.
The vibe: the store is in an old townhouse that once belonged to knitwear designer Martin Kidman. The boutique is on the ground floor while the studio and a bridal room can be found on the two floors above. The main store is elegant and uncluttered. Plans for a facelift include the display of some of Arnett's prints on the walls.
