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, Forte Forte, Roseanna, Stouls 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.
Part-time Viola girl and full-time schoolgirl Edie is brilliantly arty but pretty relaxed about it. She pops in regularly to model for pics, help in the shop, and organise us all generally. Favourite Viola item? Bella Freud’s brilliant slogan sweaters.
Megan runs the shop and the website and everything actually. She is the most brilliant organised do-er, masquerading behind her sparkling sunny blondeness. Favourite Viola item? Mother Dropout Jeans.
Sara has been asked by clients children if she sleeps in the shop. She is mother to the divine Henry and Stella, and stays sane by running daily, reading & compulsive shopping. Favourite Viola item? Anything by Stouls, especially the vampy leather pencil skirts
Quintessential Viola Girl May is as clever as she is gorgeous. Much-loved by all, she is an aesthetic genius and has worked with Sara since she was 16 years old. In the future, she might be the only lawyer in London with a full-time job in fashion, it won’t be easy! Favourite Viola item? ALL her Philippe Model trainers and ANY of her extensive jumpsuit collection