There has been a trend over the last few years to take a very conservative view to selling online. Retailers have been playing it safe, creating sites that let you in, let you buy and let you out again quickly and without fuss…

So it’s a pleasure to see a site that bucks the trend by mixing high quality content and goods, and plays to the shoppers emotions, making them feel excited and special as they browse and buy.

Everything this site does feels expensive and exclusive. Quality photography and Jimmy Choo shoes you thought only existed in New York for Carrie. Well, not true. You can buy them wherever you are in the world from net-a-porter. It’s sexy, it’s flash, and it’s hot. It’s up to date with new editorial regularly from contributors who have written for Tatler, Wallpaper, Harpers Bazaar and Ralph Lauren.

Most importantly, it has not lost site of its responsibility to its customers to be easy to use and easy to buy from. There is an equal weight of design and usability.

This is a site that sings and dances for its living. It is the feature film of the web when many other sites have gone straight to video. It does not bore. It does not want you to go, it wants you to stay and buy. It has star quality; it’s the Ginger Rogers of sites, when the rest are struggling to be Posh Spice. And it makes an emotional experience of shopping online. Its how the web should be.

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