Our Online Store (avamaria.myshopify.com) is now open!

"Wait! Wait! I have to take a look at those shoes!"

No wonder. At AvaMaria, you can get new luxury overstock at a bargain. Premier designer new merchandise from previous seasons are marked down significantly. At the next wedding you attend this summer, when you can't dance any more in those sexy but teetering patent strappy sandals, you can switch into the soft-as-butter French ballet flats.

"We have some of the leading designer brands, but we also have smaller brands who make delectable shoes that retail for around $100”, says owner Katherine Virketiene. It's therefore no surprise that women with purple AvaMaria bags have been seen walking around Soho. Since the New York boutique closed in 2013, AvaMaria has bringing their goodies to London twice a year in pop up locations.

The spotlight is still on local emerging designers. "I know them and their design aesthetic. I understand how the clothing and jewelry fits physically and emotionally", adds the owner. Marie-Lise LaChapelle's gold-dipped orchid jewelry, Chulette's softly constructed dresses, J. Davis Studio's cute-as-cute-can-be Little House rings, Dasgupta's luxurious concoctions for curvy figures and Hemma's regal Kente cloth sharp suiting represent different facets of the busy working woman.

And for the environmentally conscious? All these designers work locally and all merchandise was produced in New York City, and now in Europe for the London pop ups. "We have jewelry designers who have been successful in editorials and online who cherish a physical display space and interaction with customers, and we have industry insiders starting their own line this season who desire an intimate location to showcase their designs", explains Katherine. You might have only seen these designers in blogs, but their designs look right at home next to the established brands.