Creating AQUEL

Soon after taking over ownership of Riada Boutique in August 2017, I decided it was time to update our look with a refurbishment of the shop and new branding. We needed to distinguish ourselves and have courage to take the Boutique into a new chapter.  As the saying goes, 'nothing changes, if nothing changes'.

Riada Boutique had been a Sydney institution in the fashion scene, having originally been started by Elizabeth Jones in Mosman more than 15 years ago and in its current location for more than 10 years.  Whilst we have a cohort of wonderful loyal clients who have been shopping at Riada Boutique for many years, we also want to attract new clients.  Our focus is unchanged though - a carefully curated collection of Italian, French and British labels that reflect our unwavering motto to be timeless, understated, elegant, chic for those who love to dress in everyday luxury quality clothing.  Italian labels such as Aspesi, Etro, Fabiana Filippi, Peserico, Piazza Sempione form the cornerstone of our collections.  More contemporary labels include Golden Goose Deluxe Brand, known if its street wear and sneakers and No21 designed by Alessandro Dell'Acqua.   We feel privileged to be able to share such beautiful clothing and accessories with our clients.  

AQUEL was created on my very first night of the first buying trip for the Boutique. I was lying awake one night in Milan with such clarity of thought about this name.  Something feminine, something that represents our past but also our future.  It had to be a name that represented the philosophy behind the Boutique.  AQUEL does that beautifully.

Our clients are not looking for fast disposable fashion that will be filling wastelands next week. They build on their wardrobes, updating with new pieces when they can.  We focus on personal service every day, for every person who walks through the door whether they are a current or new client.  We want every person to feel special when they leave AQUEL.  There is never a rush.  Our staff are experienced and well known to our clients.  We also focus on stocking a range of sizes from 38 - 50 so that everyone can buy something beautiful at AQUEL regardless of their size or shape.  

AQUEL will continue to be part of the luxury fashion scene for many years to come.

ALWAYS QUALITY UNDERSTATED ELEGANT LUXURY