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A shining light in a realm of grey
PICTURE the scene. A seaside town, still hibernating until the summer season begins. Amusement arcades turn off; restaurants closed; huge, rolling, winter waves crashing against the desolate promenade. One would imagine it might be hard to find a good cafe that might be open, let alone an inspiring fashion boutique. But this is Tramore, in the Sunny South East and amazingly, not just did I've found a wonderful cafe with divine steak-and-kidney pie, but the most glamorous, grown-up woman's clothes shop I've seen for some time while. Satina is definitely an oasis of cosmopolitan labels and jet-set lifestyle if ever I saw one.
"We are a designer boutique, we are really not cheap, but we offer service," Satina founder and owner Martina Collins informs me unequivocally. When you're 16 years running a business, as Martina has been, you learn how to kowtow to nobody.
"I stock over 33 labels and that i make sure that they're totally different from so what can be found elsewhere - I have to have something different to attract people. And also the customers come from throughout: Cork, Kerry, Tipperary, Kilkenny, Carlow and Wexford. A lot of Dubliners have homes in Dunmore East and are available down at the weekends,[link widoczny dla zalogowanych], and lots of people living around here have holiday homes abroad."
Which explains why Satina has so many sexy, vibrant, Italian labels - the customer is a jetsetter. Satina stocks vibrant clothes by Christian Lacroix,[link widoczny dla zalogowanych], Missoni, Cheap 'n' Chic,[link widoczny dla zalogowanych], Gaetano, Navarra (which is very Cavalli-like) and Voyage, to mention just a few. The Lacroix is wonderfully priced considering the name, with tops at ?170 and dresses from ?350.
"This season,[link widoczny dla zalogowanych], I am carrying more casual wear. I'm a low-key person,[link widoczny dla zalogowanych], but my customers were pushing me to get out there and become bold. I'm greatly customer-led and they want more casual wear," Martina says of her buying strategy.
"Sometimes, though, I think you have to introduce something and let people react to it. Like a bold colour or a forward fashion label like Roland Mouret."
Martina clearly loves fashion. The day I met her she was very snappily outfitted in Roland Mouret's homage towards the Swinging Sixties black miniskirt suit, teamed with knee-high boots and perfectly-coiffed hair.
"I'm from Louisburgh, in Co Mayo originally," Martina explained.
"I used to teach, but I always had a passionate curiosity about clothes - I'd go without lunch to go shopping like a student so that as a teacher. My mother was very glamourous.
"Then I got married - I've five children - and that we settled in Tramore. I started the business and we built up via word of mouth. My main aim ended up being to make a move different, to not go over on labels available in nearby towns or cities, and also to give good customer support. That's still very important in my experience."
Satina is really a three-storey shop located in an extremely sleepy, inauspicious, grey-looking street (well it was a wet day after i visited!). But open the door and you're simply entering an Aladdin's cave on three floors,[link widoczny dla zalogowanych], all with stunning views of Tramore's beautiful coast. The ground floor contains casual wear, shoes and accessories; the low floor is special day wear, and also the first floor is perfect for bridal and cocktail dress.
"Shopping for bridal wear is really a nightmare. We've had mothers of brides in tears! The 3rd floor is a new development. We desired to provide a bit of peace to the customer for this kind of important event as bridal wear. We'd always have sold a certain amount to brides. Pari Pari is a label that's been very popular with alternative brides but this season, the Gemy range is attracting a huge amount of attention."
Gemy is an extremely romantic, unorthodox range that includes lots of layered skirts, tulle,[link widoczny dla zalogowanych], ruching, sumptuous fabrics and lots of having fun with textures. I can understand its attract the choice bride - it's romantic and beautiful, yet it does not carry all of the pomp and ceremony of formal bridal wear.
"When you appear within the mirror and obtain that bit of excitement that says, 'This is it,' - whether you are the mother of bride,[link widoczny dla zalogowanych], bridesmaid or the bride, celebrate a huge impact on their happiness.
"We have customers who travel the world, plus they know when fabrics are rubbish. We attempt to give undivided attention and head-to-toe service. If people make the effort arrive at us, we love to to make it worth people's time. We pride ourselves on being totally honest and upright, because then you return!"
Satina has some stunning 'red carpet' dresses by Versace and Roland Mouret and spectacular Swarovski head- and neck-pieces by De Farro of Italy,[link widoczny dla zalogowanych].
There are lots of jewellery ranges, as well as hats and headpieces by Pablo E Mayaya, Isabel Leourier and EJ Lee. Satina also carries very interesting shoe ranges.
"We are always looking for shoes to operate and walk in, and so I pride myself on getting comfortable shoes. We do Torres shoes, which have a good broad fitting,[link widoczny dla zalogowanych], too.
"Ireland is a small country, and customers want labels that are not everywhere, clothes that are unusual. Everything I've during my shop is created in Europe," Martina explained proudly.
"When people are shopping abroad, especially in cheap shops, can they know the circumstances their clothing is being made in - by whom? Those would be the kind of a few things i think about when I shop."
Satina is not a size-discriminating designer shop either. Martina stocks from size 8/10 to 18, and where possible as much as size 22.
"This business is energy-driven. You need to have energy and passion and like it. Fashion brings a little bit of excitement into one's life that transforms, flatters you. It's among the best feelings."
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