Sun | Feb 5, 2023

Mission Alter EGO!

Published:Monday | May 7, 2012 | 12:00 AM

Latoya Grindley, Staff Reporter

On our mission to keep you updated on fashion's swirling treadmill, Flair hopped into Alter EGO on Haining Road, Kingston recently. A new boutique on the fashion block, this store was opened just two weeks ago. Proprietor Danielle Donaldson says a store of this kind was definitely destined to happen.

"Anybody who knows me will tell you that I am totally seduced by fashion! So it was only a natural step for me to turn this personal love into something more lucrative."

Not new to the business side of fashion, Donaldson says she has been providing wholesale clothing to several well-known stores in the island for around five years. This, she says, inspired her to open her own outlet.

"From that grew the idea to actually open a retail store of my own. But not to worry, none of the collections inside Alter EGO will be available at the other stores," she gushed.

Catering to both men and women, Alter Ego has no limitations on its clientele. It simply caters to those who have a smart eye for fashion. "Alter EGO's collection will transcend all demographics! We are open to anyone who wants to be fierce, iconic and distinctively haute," Donaldson tells Flair.

The array of pieces available in the store are pretty much guided by the taste of its owner and, according to her, she has no reservations when it comes to fashion.

"My style is totally avant-garde! And it is expressed in the collection available at Alter EGO. I like going against the norm! I throw every 'rule' out the door and I buy pieces that expose different fabrics, prints and colour combinations that your art teacher would cry about!", she explains.

And as it relates to pieces for varying occasions, the owner says there is something to be found in the store to suit a range of events. "Our collection has pieces for every and any occasion! My aim is to sell staple pieces that will transcend any wardrobe. I want to teach people to buy pieces that are versatile and re-inventive versus buying an entire matching outfit all at once," adds Donaldson.

Monthly treat

Customers will also be privy to the store's monthly treat through its EGO therapy. "EGO therapy occurs every last Saturday of the month. This monthly event is when new arrivals are introduced at 10 per cent off and all previous merchandise is discounted by 20 per cent," says the retail therapist who is currently pursuing her PhD in organisational behaviour and international conflict resolution.

Donaldson says her favourite celebrity fashion icons are Victoria Beckham, Jackie O, Coco Chanel, Betsy Johnson, Diane Von Furstenberg, Marchessa and Japanese Harajuku designers whom she credits as her fashion inspirations.

Models: Vicki Cann, Rachael Cann, Lesley Touzalin and Danielle Donaldson. Accessores and shoes also by Alter EGO