Designer, Dinky Talks, Fashion, Runway

Dinky Talks: Wish Want Wear

If you guys have seen Sex and The City movie, then you won’t be a stranger to  Louise from St. Louis. Not only a movie character she is a retail phenomenon. The power of one her dialogues in the movie,crashed the mentioned site ,making her “hired” Denim Patchwork Louis Vuitton bag the classic “Sex and the City LV Bag”

All those who live in London, will know when I say this, I don’t have any space in my wardrobe (a.k.a the boxes under my bed,the carton over my kitchen,and the 2 high drawers)!!

For a fashion capital, the wardrobe in the city apartments are rather very small!Does  renting clothes make it easier for you to stock those beautiful wedding guest dresses?I know some of my friends who do rent out clothes for a wedding, or a hat for the races,and I was just starting to warm up to the idea, when I happened to discover WISH WANT WEAR, an exciting website, which gives you access to the latest collections of various designers, across apparel and accessories…to Rent. Like most successful business, this one too was a result of creating supply for the demand of an existing customer base.

With an extensive choice from the latest Sass & Bide,Halston Heritage,Malene Birger,Badgley Mischka and many more, the range seems to be growing! I know one thing for sure, my friends who are personal stylists, would love this website!

I rented and wore this Jean Pierre Braganza dresses for an event I was hosting early December, and I had people tweeting me for 3 days after to know where I got the dress from!

Jean Pierre Braganza Dominion pearl dress

Dominion pearl dress


I sat down for a quick Q & A with Suruchi Bhargava, the Co-founder and Polly Noel-Storr, Head Buyer at Wish Want Wear to broaden my horizon on how to avail the facilities of the in-house stylist and utilise the option of a dream walk-in wardrobe!!

DK: Suruchi,what was the “eureka” moment when you conceived the idea for Wish Want Wear?

SuB: As three friends who met at LBS we always knew we wanted to start a business together we spent many nights putting ideas together and brain storming and then when we were watching the Sex and the City movie we saw the reference to Bag, Borrow, Steal and though what a great concept and how we would love to do that for designer clothes as we all faced that age old dilemma “I have nothing to wear!”

DK: The team behind WWW?

SuB: We have built up a really strong team who are all full of fantastic ideas that they bring to the business as well as their unending passion for the business, I think collectively our team is our biggest achievement to date we are so proud of them all.

Polly: I joined Wish Want Wear in the week the site launched and hit the ground running jetting off to New York in the first week to buy stock.  Having worked in the fashion industry for over 10 years I was attracted to the role at Wish Want Wear as I love innovative ideas and could see the huge potential in the business. Being part of a start up really suits me as I love being involved with all aspects of a business and with a start up you see the effects of your ideas really quickly. I find the Wish Want Wear customers so fascinating and learning what they want to rent really keeps me on my toes!

DK:What was the first piece which got hired on Wish Want Wear?

Polly: It was a Twenty8Twelve dress which the customer wore on a date to Ronnie Scotts. It feels like a life time ago when we knew where each dress was being worn! We still ensure we have the personal touch with our customers but in the start we knew each one by name and where they were going, we even rang a bell each time an order came in if we did that now we would all need ear plugs!

SuB:  Ha yes how we have grown! The first order we got was so exciting and made all the long nights testing the site worthwhile. It’s always so strange when you have worked night and day on a website and then suddenly it’s live, we tracked the traffic none stop for that first month!

DK: I really like the layout of your site, It helps me shop according to occasions,colour ,silhouette. Polly, as a buyer, this must really help you?

Wish Want Wear Wish Want Wear Accessories

Polly: All the stock we buy is based on allot of analysis, we analyse the stock weekly and monthly and look at what sizes, lengths and colours perform best for us. “Occasion” is the filter that the majority of our customers use to select their dresses on wish want wear, when I’m out in market I always question each dress “Where would someone wear this” if it doesn’t have an obvious occasion to wear it to it doesn’t make the cut no matter how much I love it.

DK: Your recently launched WWW Private Sale is such a good concept! How has the reaction been?

Wish Want Wear Provate Sale

Polly: We had a great reaction in fact the first item we sold was actually the one I was most concerned about as it was still £999 even at 60% off! We still have allot of work to do on the sale section of the site and of course the competition in this market is huge with sites like Brand Alley and Secret sales, we have seen an organic growth so far and hope this will continue.

DK: What are your favourite pieces in your current collection?

SuB:…… I think my favourite has to be the Rossa Gown by Catherine Deane love her gowns they are so feminine without being over the top girly!

Catherine Dean Rossa Gown

Rossa Gown

Polly: My easy favourite is the Alessia Strapless Gown by Notte by Marchesa  it’s not at all anything I would wear but I just love the drama of this gown!

Alessia strapless gown BY NOTTE BY MARCHESA

Alessia strapless gown By NOTTE BY MARCHESA

DK: Cliché but very important…What are you guys wearing today?

SuB: Oh you caught me on an office based day, I have an Alice by Temperley skater skirt from their AW12 collection and a Joseph cashmere jumper on with thick tights and my trusted Pistol boots from Acne (It gets a little chilly in the office as it’s attached to our warehouse) When we are out and about at meetings  we always wear pieces from Wish Want Wear, my go to brands are Milly, M Missoni and Alice by Temperley.

Polly: I’m 5 and a half months pregnant and have just discovered the joys of maternity tights! Today I have a grey ribbed jumper dress from Cos on with tights and flat ankle boots from Whistles, I have also popped on  the Mawi tear drop and tube necklace , I have found our accessories cupboard is invaluable now I’m pregnant as the statement pieces we have add that touch of glamour to any outfit they are a great mood lifter!

Mawi Tear Drop Necklace Wish Want Wear

Teardrop and tube necklace

If you have a few weddings to go to this year, all my friends are being smart and pampering them by a huge 25% discount on all new sign up on Wish Want Wear by CLICKING HERE.

Do share your story if you do end up using/ or have used Wish Want Wear before!



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