Annabel and Emma came together to fill the retail void and demand for a trend setting local fashion emporium selling clothes at a great price in a mainstream retail space. combines their shared passion for promoting local talent and entrepreneurialism.

Annabel and Emma have high ambitions for – they don’t want to stop at it becoming the go-to retail destination for affordable, on trend fashion. They want to to do more – to function as a fashion crucible and nexus for the burgeoning fashion scene and aspiring designers and entrepreneurs in Nairobi. By combining current looks and emerging designers in a shared space which includes visual imagery of latest fashion experiences and collections, their goal is for to function as a showcase for the eclectic mix of styles and types found in Nairobi to enhance and advance the local fashion industry in Kenya overall. opened its flagship store at Garden City Mall in August 2015.


Annabel is a Kenyan Fashion Stylist, TV Personality, and Social Influencer. With a background in Environmental Studies (B.A.) and English Literature (M.A.) her foray into fashion began when she moved to Nairobi in 2007. She has since established herself as a leading voice in style and lifestyle, and continues to push a #MadeinKenya agenda that promotes Kenyan fashion and design.

Annabel’s styling portfolio includes advertising campaigns for Guinness, Smirnoff, Ariel, and Safaricom. She has also worked with entertainment industry players such as Emmanuel Jal, Larry Madowo, and music heavy-weights SAUTI SOL. The Fashion Watch (Citizen TV) panelist and magazine columnist (Wine Chic, YUMMY Magazine) is also the only Deacons Stylist of the Year, and represented East Africa as a judge on Africa’s Next Top Model.


Emma has 20 years’ experience operating at the nexus between SME investment, management, financial innovation and social and environmentally conscious business.  After 10 years designing and establishing community-based businesses in Latin America, she transitioned into fund management, running an impact investment fund for the world’s leading dedicated global environmental consultancy, ERM.  In 2012 Emma relocated to Nairobi and set up Impact Capital Advisors, a boutique consulting firm that has provided advisory support to various organizations in the sphere of sustainable investment including the Calvert Foundation, Aga Khan Trust for Culture and the Kenya Banker’s Association.  In 2013 Emma established an incubator to upgrade daycares in Nairobi’s slums called Tiny Totos which has captured support and financing from Grand Challenges Canada and DFID-USAID-Nike.

Emma has a first class Bachelors from Oxford University in History, a Masters in Resource Management from the University of British Columbia, Canada and an MBA with Distinction from Oxford’s Said Business School where she was a Skoll Scholar in Social Entrepreneurship.