Viola is the tiniest, prettiest, gem box of a boutique, tucked away on leafy Connaught Street, in the heart of Central London. Since opening its doors in 2009, the store has acquired a loyal following, drawn to the mix of independent ready to wear brands, carefully sourced unique pieces and friendly knowledgable service.
The Viola aesthetic is an easy relaxed take on preppy chic and a celebration of personal style. This is a one-stop destination for everything sartorial – dresses for every social occasion, the perfect washed-in t-shirt, troublemaker heels, jeans that truly flatter and fit, unique jewellery that negates the need for small talk. Featured womenswear designers include David Szeto, Roseanna, Replica and Raquel Allegra. Featured accessories collections include Pedro Garcia, Rupert Sanderson, Benoit Missolin and Piers Atkinson.
Sara Lauchlan opened Viola after a working career spent buying and selling in London’s finest boutiques, all the while moonlighting as an in-demand personal stylist. Inspired by her clients and the independent designers she worked with, she wanted to create a boutique that was accessible, cosy and intimate, selling a careful edit from all her favourite brands and providing wardrobe solution. The girls who come to work in Viola, are the brightest and most vivacious in London. Viola is a concept store as well as a fashion boutique, with posters, art, toys and vintage books being sold alongside clothing, shoes and accessories.