s*uce | August 28.2013

By Aysha Majid

A pretty pink and gold super-brand all of its own; If you've lived in the city for longer than a month and don't know what s*uce stands for then you must have been away with the sand fairies… According to the sassy girls at s*uce towers it's “something that adds flavour, zest or piquancy,” but rather contrarian they self confess, “saucy means cheeky and impudent.”

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The fashion boutiques are sparkly treasure troves of an interesting, fresh and exciting mix of local and international names. Glancing around the employees look just as happy to be here as the customers (whose eyes bulge at the glittering party frocks, shoulder pad embellishments and ornate jewellery strewn about). Packed to the brim like a lived-in and loved walk-in closet.

With four locations in Dubai, this award winning multi brand touts a fun and fabulously curated collection of contemporary labels and diffusion lines (Alexander Wang, Preen, Thakoon, Sacai, Mary Katrantzou, Z spoke, Notte by Marchesa, Vanessa Bruno, Camilla and Marc to name some) along with unique pieces by a refreshing mix of new, young designers.

Constantly evolving, what s*uce does so well is appeal to your girlie senses; whether that is a home baked cookie parting gift with metallic sparkles, quirky presents you can't find elsewhere in the city, weird and wonderful shop windows and store interiors, or the s*ucy team and puppeteers behind the magic (don’t be fooled, these demure looking ladies mean business and live and breath the funky cult fave they have so fastidiously created). A national treasure, they were the first to offer Dubai city dwellers and visitors something more comparable to a style-savvy and forward-thinking New York boutique.

S*uce Gifts champions the same mantra, but is a lifestyle concept. A peace offering to those 'put out' males, it caters to all who love fine and fun design and is a one-stop-shop, with brands like Seletti, Bil Arabi and Mar Mar. A candy land of pretty trinkets complete with mini houses, a tree and cloud lights, the store is full of kitsch knick-knacks, vintage looking bottles, eclectic homeware, bracelets and party treats. Last but not least s*uce Outlet houses last season's discounted items and guarantees a thrifty purchase.

What's special about s*uce is that it supports and nurtures local talent, stocking a range of Dubai-based names including KAGE and Sugar Vintage. Their knack for curating unique pieces by up-and-coming designers and scoping out limited edition collaborations cements this breath of fresh air boutique as one of my favourites.

Dubai Mall, 04 339 9696 (10am-10pm, Thu-Sat 12am), The Village Mall, 04 344 7270 (10am-10pm, Fri 4pm-10pm), s*uce Outlet, Outlet Mall, 04 441 7383 (10am-10pm, Thu-Fri 10pm-12am), s*uce Gifts, Al Wasl Square, 04 388 3488 (10am-10pm)