Candice’s vision is for her boutique to be the shop window for a whole group of fashion-related businesses “The concept was to introduce the town to both established and up and coming designers of high-end fashion no matter what part of town they were from”. I find myself unable to resist trying on the creations on her racks; I choose a gossamer-thin silver number “its from an up-and-coming designer Clark Brand, who is Vera Wang’s apprentice” she explains, giving a feel for the lengths she goes to to find original designers. “I wanted to do something I knew and could do very well. Phyxation is a fashion company, not just a boutique. The boutique is great but Phyxation's real exposure comes from the events it plans to host”.
Last Month’s grand opening event was a great success and 26 September will see a fashion show “To integrate it with all parts of the town it’ll be a ‘Biker’ themed show” Candice explains. October’s main event will be a Halloween Masquerade. Candice is clearly a gifted businesswoman and is keen to collaborate with other business in Asphyxiation Point for mutual benefit “Events will take catering from Frederick’s, or hire the Aristocrat Club, for example” she explains. One suspects Candice’s inclusive approach to business will see enterprises in all areas of the town benefiting from Phyxation’s presence.
Such ambition clearly presents challenges. To make the business truly viable, Phyxation needs to host 2 events per month, but cannot do so until it hires more event coordinators “I guess you can say I've gotten very busy here” Candice smiles, hinting clearly that there are employment opportunities available for those with drive and a capacity for hard work. The Company is also recruiting models and boutique assistants and supports a small security staff.
While Candice explains about the business, I take the opportunity to try more dresses, each of which is irresistible in its quality and originality. I leave the shop laden with gorgeous creations and simply can’t wait to find the AP occasions to show them off.
Reported by - Annabel Westminster