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The fu­ture of style? It’s on­line – we speak to the fash­preneurs bring­ing you chic at a click.

What’s your per­sonal style?

My per­sonal style is ef­fort­less and un­der­stated with a mod­ern twist. I like to com­bine seem­ingly dis­parate ele­ments like mas­cu­line sil­hou­ettes with fem­i­nine flour­ishes or sporty pieces mixed with clas­si­cally el­e­gant items. I tend to favour menswear-in­spired time­less sep­a­rates ren­dered in luxe fab­rics from brands like Jil San­der.

How does your per­sonal style af­fect the buy­ing process of the com­pany?

I keep all women in mind when buy­ing for www.style­bop.com. My per­sonal style and taste per­haps only come into play sub­con­sciously. I am more driven by what trends are rel­e­vant for next sea­son, what pieces are com­mer­cially avail­able and which cat­walk looks will trans­late eas­ily to our cus­tomers. Most im­por­tantly, I make an ef­fort to buy dif­fer­ent sil­hou­ettes in or­der to ac­com­mo­date all body types and I’m al­ways search­ing for key pieces that are es­sen­tials for a mod­ern woman’s wardrobe.

What’s your back­ground with the com­pany?

I started in 2010, but www.style­bop.com was ini­tially founded in 2004 by two broth­ers, Mario and Thorsten Eimuth, who en­tered the e-com­merce fash­ion mar­ket af­ter sell­ing their bricks-and-mor­tar out­post Sarajo – one of Europe’s first lux­ury con­cept stores. Nine years later, www.style­bop.com is con­ti­nen­tal Europe’s lead­ing on­line shop­ping des­ti­na­tion.

What other web­sites do you shop on?

I buy vin­tage fur­ni­ture on­line. I love the se­lec­tion of mid-cen­tury must-haves at www.1stdibs.com.

What’s unique about your com­pany?

We fea­ture high-end lux­ury and emerg­ing new-wave brands from hard-to-find de­sign­ers, which sets us apart from other e-tail­ers.

If money was no ob­ject, what would be your one blow-out style pur­chase?

Look 2 from Paco Ra­banne’s A/W13 col­lec­tion. It’s a preter­nat­u­rally beau­ti­ful objet d’art.

Pea­cock ear­rings Dh25,321, Nikos Koulis Dress Dh4,197, Matthew WIl­liamson Cream tote Dh1,474, Chloe Mare Round-framed sun­glasses Dh1,266, Tods

Leather thong san­dals Dh769, Ser­gio Rossi

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