From skincare and food supplements through to casualwear, bikinis and beach accessories, handbags, shoes, evening attire and lingerie, the new concept store LOONA has created a world for women within its Monaco boutique.
Husband and wife team Michael and Carmen Wolter. Since spring 2016, the duo has been carefully developing an international selection of 40 designers – all of them exclusive to LOONA. Across from the beach and on the famous Avenue Princesse Grace, women can also sip a coffee in the shade while admiring at the stunning shop windows.
With their mantra of ‘accessible and ready-to-wear fashion’, the Wolters have come to personify the progressive world of modern style; one where top of- the-line designer pieces can be paired with more affordable apparel. They have managed to align themselves with both the high-end marques such as Chanel or Balmain and also ‘high street’ outfits such as Zara to offer a unique proposition in the fashion and lifestyle universe.
“I want girls from Nice to be able to shop here as well as ladies living in Monaco,” says Carmen as we tour the 200sqm² three-floor space. “It can be very difficult to buy in Monaco – prices can be very high. Here we try to mix it up: prices start at around 100€ for casualwear while a glamourous evening dress can be up to 3,000€.”
The range here is ever-changing and the friendly team are arranging the most recent summer collection drop on the store rails when we visit. This is also important to Carmen, who sewed dresses as a young girl before specialising in nails and beauty, as she likes to keep LOONA ahead of the trends.
While Carmen manages the store and its collections, Michael is the more business-minded of the two, but it nonetheless very involved in what LOONA presents. “We have handmade leatherwear created by the same producers as Balmain in Turkey; technologically-advanced sunglasses by Californian-Japanese brand SALT; anti-aging food supplements by Lumity and revolutionary skincare by Skin Up; one-off printed bags by a Nice-based designer and many fashion brands from all over the world: New York, Milan, Istanbul, Moscow, Hong Kong, Tokyo…” he explains. He’s also about to introduce a chic range of electric bicycles from Italy – another exclusivity that LOONA will hold in Monaco.
The premise of the brand, which includes a champagne nail bar in the principality’s Métropole shopping centre (now in its fifth year) and a gourmet outlet selling a selection of caviars, is simple: to offer what women want from dawn till dusk.