Rous Iland
Holland Park has always been an exceptionally stylish part of town, as local entrepreneurs Kara Iland and Clare Rous of stylish members’ boutique Rous Iland know very well. Natasha Faruque takes a tour of their remarkable walk-in wardrobe
Above: Kara Iland (left) and Clare Rous photographed by Victoria dawe in Phillo Flowers
Effortlessly stylish 29-year-old, Australian-born Kara Iland ushers me into Rous Iland’s private showroom in Holland Park, dressed in a sheer, lilac silk Baum Und Pferdgarten blouse, her long legs encased in fashionista’s favourite Earnest Sewn high-waisted jeans. First thing in the morning, with her curly dark hair pulled back, she looks stunning – but in an individual way. Despite being a self-confessed slave to labels, I can’t name-check the brands she’s sporting.
As she leads me downstairs into the showroom, I feel like Carrie Bradshaw being ushered into American Vogue’s clothing closet; bright colours, key pieces, trend setting couture and accessories are all lined up on rails, in nooks and crannies, on shelves and artfully placed on ledges and the fireplace. This basement room is a fashion fiend’s dream. On stepping in I have mentally already blown my month’s salary on pieces I would never have spotted even if I had trawled Bond Street, sauntered down Sloane Avenue or raided the rails at Selfridges. Forcing myself to put down a black, linen Sarah Berman box jacket with oversized gold buttons, I turn my attention to the enterprising duo, Clare Rous and Kara Iland, who have put together this designer diva’s Aladdin’s cave.
Rous Iland is a members’ boutique with a difference. It is not about being snooty, or having draconian door policies, (unlike the once hip, now defunct Voyage on Fulham Road); it is all about highly personalized service and, best of all, is free to join. These ladies know their clients so well that they can effortlessly shop for them; picking out key pieces in the right sizes and being on call 24 hours a day when prompted by a phone call, an email or a visit to their showroom. Akin to having a personal stylist, this is a VIP service for non-VIPs.
‘We were trained in a service industry where we would do anything for our clients, staying at work ‘til four in the morning if necessary,’ says Kara. ‘We’ve translated that ethos into our current job; we are very responsive. People come here at 11 in the evening, on their way home from a busy day’s work; we understand their lifestyle.’
So, what prompted two hugely successful lawyers at Clifford Chance – one of the much-lauded ‘magical circle’ firms – to give up a life of litigation for the frivolities of fashion? ‘When we met we were pursuing our careers, ticking all the right boxes but not necessarily 100 per cent happy with what we were doing. One day we started talking about our dreams and our passions, and it turned out to be namely fashion! We spent one summer plotting and Rous Iland was the result.’ Clare adds that ‘it was a risky move- we would never have done it without each other. I always wanted to have a business and Kara wanted to become a fashion designer; she was always nipping off to St Martins to do design courses. Our combined passions came together.’
They identify with customers inherently, having worked unsociable hours in a high-stress workplace, but being expected to, and more importantly wanting to, look sharp. ‘I often found that I was suddenly invited to a work event. I wanted to wear something special that I wouldn’t see anyone else in, but I never had the time to look for it. We provide a service that we personally would have liked to have had when we were in our old jobs,’ says Kara. If a client was suddenly expected to turn up at Ascot, having Rous Iland on speed dial would be heaven-sent as they could whizz over an entire outfit (complete with hat), with the knowledge that it would fit perfectly (they keep all client details meticulously filed). And in a sea of Monsoon dresses, Rous Iland would have you dressed in an original (DVF-style) Leona Edmiston or Louise Amstrup ensemble.
Their personal styles at first glance seem very different, yet are a boon to their dynamic. Kara provides the quirkier, directional trends while Clare personifies classic, effortless tailoring. ‘I will be totally honest,’ says Clare. ‘Kara is the trailblazer. She was wearing those high-waisted jeans more than two years ago. She is always ahead of the rest of the fashion pack. As for me, I am more classic.’ Between them, they cover every look in the book.
Aside from their laudable service ethic, these girls excel in spotting and nurturing designers and niche brands. They buy from labels that fashion insiders fill their little black books with (like shoe guru Beatrix Ong and French Laundry), whilst others labels are new on the scene, yet to garner inches in the style mafia’s glossies. Kara clearly gets her chemical-free highs from discovering new designers. She springs out of her seat, showing me various key pieces; ‘We do a lot of research, and enjoy it! We focus on the off-schedule shows during fashion week; the young up and coming designers.’ The duo fosters many a Scandinavian and Australian label as yet unknown on our shores.
Their favourite designer? Kara instantly shouts: ‘Mattijs [van Bergen]!’ Rous Iland snapped up an exclusive on this Dutch designer’s debut collection after he caused a stir in fashion week with intricate pleats and oversized ruffs, in colours inspired by Parisian bakery Laduree’s patisserie. Clare, for her part, favours ‘their Indian inspired pieces… in keeping with the theme of my wedding in June.’ She excitedly parts a rail of clothes to reveal a bright pink, embroidered dress: the perfect, wearable showstopper for a summer wedding.
Clients get what is essentially a couture, specially made piece that suits their lifestyle and their taste. ‘We really love it when we can work closely with a designer. This piece by Mattjis (a pleated shirt with a large ruff collar down the front) was originally a pretty crazy catwalk item; it was spectacular but it looked like an iguana. He toned it down for us into a piece that was still cool but wearable. Pedro Garcia does that for us too. Some of his shoes are a bit too high for our clientele. He will bring the heel down for us; so that you can wear it to the office easily.’
Not quite at its first anniversary, the enterprise has already garnered more than 2,000 members. So, who shops there? ‘Generally successful, very busy women. Mothers; women with powered jobs and time constraints.’ And fashion folk? Given the labels in stock, of course. Clare adds, ‘People are welcome to bring their children, husbands and friends here. It’s more than just a shop- it’s like a members club.’
Notting Hillbillies to the core, ‘setting up in Notting Hill was the obvious choice,’ Kara says. A multitude of their designers in the neighbourhood, including Madeleine Thompson, Claudine, Oliver Goldsmith, and Irwin & Jordan make nipping in for meetings a whole lot easier.
Their cover shoot was done at Phillo Flowers; ‘It is the best florist. We love him,’ they gush in unison. Clare also gets her hunger pangs satiated at Chepstow Place’s Assaggi (‘The best Italian in the whole world’). They spend many an hour at the Electric; ‘We are a bit naughty, taking our computers and pretending to work but really we just love hanging out there. You can move effortlessly from cappuccino to cocktails over the course of the day.’
Shopping-wise they get their deli fix at the family run Greek deli Haminados on Chepstow Road (‘the moussaka is to die for’), and fruit and vegetables from the organic Michanicou Brothers on Clarendon Road, indulging their passion for furniture and antique shops in the area around Clarendon Cross.
Kara lets us into her beauty haunts; ‘Scissors Palace is a good find, as is Martyn Gayle for hair. Everyone loves the Cowshed. Along with the pedicures and manicures they also do the best coffees. A more insider tip is perhaps American Nails at Queensway market - the locals all flock there for quick fixes.’
For drinks, the girls head to the bar at E&O, Montgomery’s, or to Eclipse for fab watermelon Martinis. The Ladbroke Arms, conveniently in the same block as Kara’s apartment and around the corner from their showroom, boast delectable Sunday lunches. ‘We also did our second shoot at Beach Blanket- an old favourite that’s still got a great vibe. We do all our shoots around the area. We had a vow; no matter how big we get, we have to try to keep our shoots here.’
Strong ladies for strong customers. They put it succinctly; ‘there is a certain type of women who knows what she wants and has the time to go out there and get it. And then there’s a whole universe of creative women interested in clothes but who just don’t have the time to pursue that passion. We’re here for them.’
www.rousiland.com