Where: in Central London, in easy reach of Baker and Bond streets. The boutique is hidden in Marylebone Lane, just off Marylebone High Street, a cool area known for its pretty boutiques. Who: the store was opened in March last year by fashionistas Jane Ellis and Kate Allden, who also serve as buyers. The boutique houses up-and-coming labels alongside established designers and was recently voted shop of the week in Britain's Times newspaper. Fashion finds: the boutique has a big selection from emerging designers, with an emphasis on Australian names such as Carl, known for its sleek draping and flattering cuts, and Alice McCall. Other hip names include Mike & Chris from Los Angeles, Generra from New York and Ghulam Sakina, who combines Indian and British aesthetics in her designs. Bestsellers include original print dresses by S-Sung and tailored separates from New Yorker Richard Ruiz. Denim comes courtesy of London's Suzy Radcliffe. Hip accessories are by Ginger and Smart, Quinton Chadwick and dancer-turned-shoe designer L.D. Tuttle. The vibe: the interior is inspired by boutiques in Soho, New York. The store has stripped floorboards and terracotta walls, which create a warm and cosy vibe. A battered vintage rug and the displays of clothes on unique furniture give the shop an eclectic feel. The crowd: tourists from nearby Oxford Street, fashion stylists and celebrities including Keira Knightley. Extras: the store recently launched its online shopping site, allowing customers to have goodies delivered directly to their door. KJ's Laundry is at 74 Marylebone Lane, London, tel: 44 20 7486 7855; www.kjslaundry.com .