Style Tonic: The Irish designer emporium
Published 08/11/2011 | 10:11
Right now, there is a fantastically exciting Irish fashion evolution going on. Irish designers of all ages and experience have been coming out of their closets in so many ways and are being showcased in diverse emporiums such as Atelier 27, Project 51 and Brown Thomas.
Cooperative organisations such as the Council of Irish Fashion Designers have formed. The Crafts Council is proactively involved in creative initiatives to promote Irish designers and craftspeople. Enterprise Boards such as Dublin City are really pulling out the stops to support new business, using the invaluable tool of mentoring. It is truly a fashion renaissance.
This is why, today, we are visiting Irish designer emporium Style-Tonic.com. Founded by Michelle Jones as an online shopping centre of Irish boutiques, she has since made it an entirely Irish designer endeavour that can be used to promote Irish designers abroad.
“I think people are stronger when they come together. Style-Tonic is a collaborative site. It’s an online home for Irish designers — who may not have the time or the resources to create a website — where they can target the international market, too,” explained Michelle, whose previous work experience was in marketing.
“I think people don’t always get that there is great variety of design in this country. People in the domestic market are very sensitive to home product — they want to support Irish design. But I see Irish designers struggling to get known abroad. There is little known about Irish fashion abroad. But as Style-Tonic is focused on Irish design, it is attracting a lot of attention from countries around the world looking for Irish design — the UK, Australia, France, Denmark.”
Style-Tonic is an easily navigated site. As one of those people who has no patience for time-wasting visual tricks and arty layout, I really appreciate its clearly labelled areas, big visuals and fast navigation.
At the moment, Style-Tonic has striking item pieces from our most exciting rising names such as Una Burke, Joanne Hynes, Merle O’Grady, Eme Vandal, Natalie B Coleman, as well as established designers such as Caroline Kilkenny, Sian Jacobs and Electronic Sheep.
Another aspect of Style-Tonic is that although it carries current collection pieces, it also carries previous season’s stock. From now until Christmas, Michelle is offering free, 48-hour delivery and a full refund if returned within two weeks. And from November 16 until Christmas, Style-Tonic and Budda Bags are creating a pop-up shop at 26 South William Street, Dublin.