“There’s no place like home, said Dorothy of the Wizard of Oz, as she clicked her ruby slippers together three times.
This is also what Alya El-Wakil was thinking when she decided to open up her own Boutique using some of her own magic.
“The main thing about the place is that it’s very homey, comfortable and casual. Not a shop but a hangout, she told Daily News Egypt.
Loolie’s is tucked away in a building in the heart of Zamalek. Instead of taking a commercial shop space, El-Wakil chose an apartment to emphasize the home-like concept and also for exclusivity.
“You have to know of it to find it, she said.
The apartment is decorated in a style El-Wakil calls “shabby chic meets designers guild, that is, it’s fashionable, casual and girlie.
Since her college days in Montreal, El-Wakil has been dreaming of this project. After working in advertising for two years, she felt it was time to venture on her own and create a place where people can shop for absolutely anything – from furniture to cupcakes.
The first person El-Wakil approached was one of her best friends Aya Akl who has been making bed sheets, pillowcases, towels and throws for a few years, and receiving a lot of attention in the process.
At Loolie’s, Akl showcases her work in a fully decorated bed-room.
Karma Jewelry, which has become quite a popular brand in Cairo’s high society circles in recent years, was the second designer El-Wakil works with.
Other jewelry designers include Rania El Batal (who makes funky necklaces using an assortment of different bulky stones) Lina Shawky, Hana El Awady and various Turkish designers.
In addition, El-Wakil’s mother, Naguiba El Far, exhibits her own furniture deigns under the label “Noga .
Her creations include chaise longs and armchairs by El-Far. She also plans to become the local agent for several British fabric and wallpaper companies. A catalogue is available at Loolie’s for customers to choose from Noga’s other designs and order custom-made products.
Slowly throughout the past year El-Wakil collected an array of trendy local and international brands; from the smallest startup businesses to internationally acclaimed labels.
Not only is there a variety in designers but also in prices. “I’m not limiting it to anything, explains El-Wakil, “my only criterion is quality.
International labels include Sass and Bide, originally an Australian brand popular in Europe and the US thanks to celebrities frequently pictured in its denim products.
Funky French brands like American Retro and Manoush are also available.
In an open closet fashion, the clothes are set up amidst the jewelry, furniture and home accessories. But it’s not messy; it’s more like an organized clutter.
There is an area set up as a tribute to local designers which holds Amina Khalil and Heba El-Awadi’s creations.
Khalil’s clothes are inspired by Egyptian designs redefined in much funkier styles. El-Awadi, on the other hand, uses shiny satin in Moroccan-inspired designs.
Now that summer is around the corner, Loolie’s also offers a selection of colorful swimsuits from the two Brazilian companies Salinas and Lenny. But be warned, the traditional skimpy Brazilian cuts may be a little too risqué on the North Coast.
A small range of lingerie, including underwear by the American brand Hanky Panky known for their very comfortable, yet perfectly fitting, lace is available – expensive but those who try it say it’s worth it.
Yu can also pick up home accessories like cups and hot chocolate makers in colorful ceramics.
Local designer Laila Mansour has a display of her hand-painted cups custom-made for Loolie’s following the boutique’s delicate theme. El-Wakil asked for cups with different types of dancers from flamenco dancers to ballerinas, to suit the rest of the merchandise.
A small book selection is also on hand, mostly interior design books. El-Wakil plans to display vintage, rare novels in the future.
Not enough to choose from? El-Wakil also created a coffee shop-like area filled with white tables and chairs with little candles lit around the place – very charming.
The coffee shop offers homemade goodies, including cookies and walnut pies. It also sells cupcakes by Lina Salama and Rawya Madi’s home business Crum’s. Have a scrumptious cupcake while you’re there, or order some to take home.
Loolie’s37 Ahmed Heshmat St., Zamalek Tel: (02) 2 735-3453
