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“The Shopster: The new, London-based online destination for luxury fashion accessories, lifestyle and home”

The founder and ‘mumtrepreneur’ of West London online concept store ‘The Shopster’ explains why it is time to put some fun back into luxury shopping.

Setting up a new business venture is no mean feat. But establishing an e-commerce concept store, whilst juggling full-time work and raising a young family, is exactly what Sylvie Lemlin found herself doing in early 2018.

The Shopster is a new platform that curates vibrant and colourful fashion, beauty, gifts as well as homeware and lifestyle products from premium to luxury designers, providing an immersive and tailored shopping experience for today’s modern woman. 

With the aim of installing a ‘joie de vivre’ back into the online shopping experience, The Shopster offers a unique, stylish and fun approach in terms of style and a very broad offer in terms of range of products similar to an offline concept store. 

With many women opting to mix both high-street fashion with considered luxury investment pieces such as handbags and shoes, The Shopster’s emphasis is to predominantly deliver accessories from some the biggest designers such as Loewe, Balenciaga, Gucci and J.W. Anderson. Already garnering endorsement from noted online partners that include Matchesfashion, Harvey Nichols, Liberty and The Conran shop or Taschen for lifestyle objects and books, this is a website that also pays homage to British design icons such as Anya Hindmarch, Charlotte Olympia and Monica Vinader.  

Originally from Brussels and now calling Kensington home, founder and CEO Sylvie Lemlin often purchased online, but felt increasingly overwhelmed with the wide variety of choice. 

“Online shopping just didn't feel like an organic and pleasant process to me anymore. I would only log on with the aim to buy a considered purchase, and that then would be it – it felt sterile! Juggling personal commitments whilst married with the pressures of work and motherhood, I did not have the time to be trawling through hundreds of brands and products. I thought, surely there has to be other time-poor, working mothers like me that want to discover cool and quirky fashion accessories and also design pieces, quickly!”

Sylvie found that there was a lack of luxury online concept store ie e-commerce presences that specialised in offering luxury fashion accessories,  jewellery or gift whilst also readily providing an eclectic mix of homeware and furniture.

Drawing inspiration from her extensive travels, wanting something reflective of her style and love of interior design, Sylvie created The Shopster to be simple and quick to browse but above all reflect her passion for colour. Due to the limited number of curated pieces, one can easily browse for a Tom Dixon table or gift a Sweaty Betty yoga mat whilst also considering a Chloe bag.

Sylvie explains, 

“I have created my dream online concept store for busy women like me - one filled with colour and individuality. I made London my adopted home, as both the fashion and culture here is more impulsive and less restrained than in France or Belgium. With my concept store The Shopster, I wanted to bring a little light-heartedness to the everyday, through fashion and design.”

Continuing to gain commercial interest from leading luxury brands, and with new brands and items added on a daily basis, the future looks promising for The Shopster. 



The Shopster is the online-only concept store that curates vibrant and colourful fashion accessories, gifts,  lifestyle objects, homeware, furniture and books from premium to luxury platforms such as Matchesfashion, Harvey Nichols, The Conran shop and many more.

Sylvie started her career in Online Maketing in 2001 for the first mobile telecommunication company in Belgium after her license in Journalism from Brussels’ University. She moved to Barcelona during four years – where she discovered the importance of colours in fashion outfits - before coming to London to work for Air France. Then she accepted a role at Accorhotels where she was the E-commerce Director for 200 hotels in the UK& IE and was managing a team of five professionals. She knew since the beginning of her career that she would become an entrepreneur at some point and decided after the birth of her second daughter to finally launch her own website, The Our Vision - The Shopster is an online concept store for women who love fashion accessories and colourful objects but don’t have time to spend hours shopping. The Shopster offers a curated choice for these women to help them finding affordable luxury accessories but also gifts, lifestyle objects, books and seasonal outfits. The selection of fun and colourful objects is based on personal experience. Being a working women (and mum) in late thirties doesn’t mean wearing boring black and white suits. The Shopster’s goal is to give to these women a similar experience than the one they could find in a brick-and-mortar concept store, without moving from their sofa as we strongly believe that their precious time should be spent with family and friends.
Handpicked by a personal shopper, the products offered by The Shopster represent a curated selection of quality items in accessories, shoes, beauty, sports, home furnishing, gifts, books, technology… With over 100 affordable luxury brands covering 45 shopping categories, the London-based online concept store is hitting hard in its first year. Backed by renowned e-commerce destinations and working with more than 50 merchants worldwide (France, Italy, US, UK), The Shopster offers a reliable and comfortable shopping experience throughout all its pages. Shopping is available across mobile, tablet and desktop.
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