60 SEC­ONDS WITH...

Christo­pher Burch, CEO and en­tre­pre­neur be­hind in­ter­na­tional women’s fash­ion brand CWon­der, which has just opened a sec­ond branch in the UAE in Bloom­ing­dale’s, The Dubai Mall.

Friday - - Out & About -

What draws you to women’s fash­ion?

I love that women love to pur­chase and I en­joy giv­ing them things they like to buy. When I started my first busi­ness straight out of col­lege in the 1970s, fash­ion trends were very sim­i­lar to what we have to­day. I fo­cus on clas­sics and they keep re­peat­ing them­selves time and time again.

Tell us about CWon­der.

It’s about of­fer­ing great value, colour and unique prod­ucts that are af­ford­able to cus­tomers. Mono­gram­ming (dec­o­rat­ing with ini­tials) is an im­por­tant style point for us. I fo­cus on in­ject­ing a true sense of per­son­al­ity into ev­ery­thing.

Why do you think CWon­der ap­peals to women liv­ing in the Mid­dle East?

C Won­der is all about bright colours and lots of en­ergy. So it’s the per­fect match. We have two stores in Dubai now and I’m very ex­cited to say we are open­ing in Turkey, Hong Kong, Colom­bia, Mex­ico and Qatar. And we have our five stores in the USA – our flag­ship store is in SoHo, New York.

What do you think of the ris­ing pop­u­lar­ity of on­line stores?

On­line is good for us (www.cwon­der. com), but we be­lieve in bricks and mor­tar. We want to make shop­ping a fun ex­pe­ri­ence for women. Just like the movies; people watch films at home, but love the big screen at the cin­ema. We try to keep our in-store and on­line in­ven­tory sim­i­lar.

Who is your style icon?

Ge­orge Clooney. I like ex­tra­or­di­nary, unique in­ter­est­ing people. Clooney is an in­ter­est­ing per­son and he dresses well. He looks good in ca­sual at­tire.

What would you say is your favourite piece of cloth­ing?

Well I have 50 pairs of shoes with dif­fer­ent names and letters say­ing Love You, Smile, Sweet and so on. But my most favourite are my win­ter boots from Bri­tish brand Brooks Broth­ers. They are so com­fort­able and per­fect for out­door ad­ven­tures. I love the out­doors and play­ing sport, such as ski­ing in Aspen.

What are your sta­ple items of cloth­ing when trav­el­ling?

A pair of very com­fort­able py­jama pants to wear on the plane, a comfy T-shirt and a cash­mere sweater that I drape around my neck as planes can get cold. I travel in py­jama pants and flip-flops. I like to be com­fort­able. People think I’m a bit odd but I don’t mind. I rarely wear a suit when I’m trav­el­ling.

For you there’s a strong con­nec­tion be­tween fash­ion and busi­ness, but could you see yourself mak­ing money an­other way?

Yes. I have ho­tels, (Faena Ho­tel Buenos Aires and Nihiwatu re­sort on Sumba Is­land in In­done­sia), tech­nol­ogy, real-es­tate com­pa­nies and lots of dif­fer­ent businesses, but fash­ion is my favourite.

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