Tell me about Vivre Inc. How did it all start?
I was brought up in Europe but my dream was to go to America.  I worked in banking but wanted to create something – I didn’t know what at that point but I always wondered why luxury branding wasn’t a very big thing in America. I didn’t understand the catalogue business and being ignorant I wondered why there wasn’t a luxury catalogue business in the US. So I jumped in with an idea and that is how Vivre Inc. started.

What difficulties did you come across?
I heard many times ‘luxury brands don’t do catalogues’. I was aware that traditionally, lesser-known brands were more associated with catalogues, but that is what I wanted to change. We managed to create something with emotion and convince people this is what luxury branding is all about – a feeling. So our product became about craftsmanship, authenticity, design and inspiration. I have a real passion for the artists and designers we work with and this shows through in our collections. Life and business is about constant challenges.

What made you leave banking and go into fashion?
I didn’t know I was going to go in to fashion. I come from an entrepreneurial background and I just wanted to build something. I jumped into Vivre Inc. not even thinking I was starting a company and then it just escalated. I now have a television show and my own fashion line, plus an online portal. Sometimes you just have to run with it wherever it takes you. It’s a journey.

Why do you think online shopping is so popular?
I don’t believe that one channel of distribution is the way forward; it’s like life, you always need options. I like to relate it to women. We have different moods; sometimes you feel like going to a store, sometimes you like to shop online. I don’t think stores will ever cease to exist and I don’t think it will ever just be online. It comes down to how well things are done and how engaging the shopping experience is. I love going to stores, but I find it’s very hard to find one-of-a-kind pieces. I constantly travel and when I arrive in a big city, I call friends and ask them where the best place to find individual things is. I am continually asking ‘what’s new? Where’s the place to be?’

What makes Vivre so different – what gives it the edge?
We are not a store; we don’t approach it that way. We curate ideas. We are about people, places and things that inspire us. I like to try to find artists from around the world that have incredible hidden talents and then mix it in with simple things.

We work with artists, architects, designers and artisans and we are very proud that we have launched the careers of several new designers. Vivre is about life-collecting, and shopping. Great style comes through collecting. At home, in the wardrobe, in life – the more experiences you collect or the more layers you have, even the more mistakes you make, the more interesting you become. That’s what drives Vivre.

Do you pick the collections yourself?
I have a great team who I work with. It really depends what I think is relevant, timely and interesting at that moment. Visiting markets in different cities helps me come up with all the new concepts.

In your experience, where is the perfect place to find inspiration?
That is so hard. Asia is always amazing - India especially. I love Istanbul – it’s a magical paradise. South America is great too, for new colour pairings. In ethnicity and craftsmanship you find style, you find it everywhere. I’m constantly seeking inspiration from around the world - you will never find the answer. It’s a life long quest. Even when you come to Dubai for example and look up at the architecture, your mind instantly fills with questions – it’s all so inspiring.

Is there one city that has great style in your opinion?
Oh they are so different - in London they have mastered street cool – it’s all about street life there. In Milan they are just so elegant. The French have their certain ‘je ne sais quoi’ and New Yorkers are sexy. Style is a state of mind.

Would you consider yourself classic or city chic?
I’m probably a bit of both. Style is like great architecture - a well-tailored classic look that you accentuate with accessories.

What’s next for Vivre?
Who knows - everyday changes. I’m a lover of life and am always looking forward to my next inspiration, wherever it may be. It’s endless.