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The Aje Report

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Style Entrepreneur      
Bettina Looney

Introducing Aje Muse, Personal Shopper, Stylist and the latest Aje Insider, Bettina Looney.


An innate tastemaker, the inimitable Bettina embodies the curious, considered and effortlessly cool Aje Woman known around the world. Inspired by art, interiors and travel, her embrace of all sources of beauty is mirrored in her personal style. From carving out a personal shopping business sourcing the world’s most coveted pieces to developing a digital audience enamoured with her unique personal style, Bettina’s passion for treasure hunting manifests in all facets of her world.

 

Based in London with spells in her family’s home city of Miami, Bettina speaks to the Aje Report on how her career began, insights into curating your style and her most memorable moments from this past year.


Meet this season’s latest Aje Insider, captured in the vibrant city of Miami, wearing her favourite pieces from Reimagination.

The Utopia Mini Dress , arriving in August

The Allure Tiered Mini Dress, arriving in September

The Aje Fall 21 collection explores the beauty of reflecting, reinventing and re-emerging from one’s past into the endless possibilities of the future. In what ways have you reflected and reinvented your life over the past year?

 

I have had to adapt to what was instilled in me for some time and reinvent the way I work with my team virtually. As I assist women from all over the world, it has been an amazing transition to a lovely work life balance, but it definitely took some getting used to.

Share with us a defining moment from the formative years of your career as a fashion entrepreneur. And how did your love for sourcing pieces around the world begin?

 

I used to love always sifting through the internet to find something I saw online and wouldn’t stop until I had found it! When I moved to London, I began working for a personal shopping company who specialised in just that. My previous hobby ended up becoming my job! I loved being able to locate these magnificent fashion pieces for our magnificent clients.

The Revitalise Cut Out Midi Dress, arriving in August

The Allure Tiered Mini Dress, arriving in September

"I used to love always sifting through the internet to find something I saw online and wouldn’t stop until I had found it!"

The Utopia Mini Dress, arriving in August

How do you differentiate your own personal style when curating a wardrobe for a client? Provide us with an insight into how you build trust between you and your clients when they have opened up a special part of their identity to you.


This is my favourite part about what we do. We are all so different and the pieces we choose to wear help us express ourselves day to day. Being able to adapt and truly understand what makes someone else feel beautiful and confident in what they are wearing is the biggest reward.

"We are all so different and the pieces we choose to wear help us express ourselves day to day."

How do you define a wise fashion investment?

 

Something that will stand the test of time.

 

Does the contrast of living in Miami and London help ground you and seek clarity amongst the chaos?

 

It was lovely being home in Miami and Ocala for a long period of time with my husband as we were able to spend a lot of time with our families. We have been living in London for over seven years, so we were grateful to be able to have the time and opportunity to all be together.

The Revitalise Cut Out Midi Dress, arriving in August

The Allure Tiered Mini Dress, arriving in September

Where do you see your business evolving into the future?

 

I would like to continue to build a fun and convenient place for all women to come and shop, ask for styling advice and resell pieces from their wardrobe to re-circulate; a one stop shop for all things fashion and wardrobe related.


Share your tips for curating a timeless wardrobe.

 

Choose timeless pieces. Anything structured, a fun sleeve, an 80's silhouette, a classic blazer, all of these things will never go out of style and are easy to pair in many different ways.

 

The Utopia Mini Dress, arriving in August

In your opinion, what is the most transformative way one can dress?

 

Make yourself shine from the inside out. There is no right or wrong answer here. I personally love adding a statement piece, whether that be a big chunky gold necklace, or a fun shoe or bag to elevate my outfit.


Share with us a cherished memory from the last year that has fulfilled you with joy for what’s to come in the future.

 

I have wonderful memories from special moments with my amazing team. They are incredibly talented and I wouldn't be where I am today without them.

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