What happens when attention to detail, courage, style and individuality collide with a hefty dose of girl power? Exactly! Something truly beautiful comes to life: lil’fame by Chiara Ambrusch in Klagenfurt! True to the motto “If you can dream it, we can do it”, Chiara and her team make all your dreams come true. Whether it’s home staging, event planning, a wedding or a shopping party, Chiara loves what she does, and it shows! There are no limits, and making the impossible possible spurs her on. Almost casually, on the side, Chiara has also fulfilled her lifelong dream of a boutique. The moment you walk in, you feel yourself switching off, and a holiday mood and a slower pace take over. Mmm, how good it smells, simply unique! With a love of the special and the courage to be different, there’s everything our hearts desire here, including wonderful decorative pieces from Bali to Istanbul. And you don’t even need to board a plane for it! Chiara simply brings foreign cultures and their beauty to us! Owner Chiara Ambrusch told us what else makes the shop and lil’fame so special…
Question: Fashion, Events, Decoration: the three pillars of lil´fame. And the promise: If you can dream it, we can do it. How does all that fit together in your world?
Ambrusch: I’ve always been drawn to everything beautiful! Fashion, events and decoration fit together perfectly there! What defines us is going into the tiniest detail with a lot of love! Whether it’s beautifying apartments, decorating hotels or planning corporate events, every setting calls for a certain sensitivity! In my boutique you’ll also find, alongside fashion, those fine little treasures from far away. Unique, atmospheric decorative pieces from Bali or Istanbul invite you to dream and might otherwise be hard to find, and that’s exactly where lil’fame comes in!
If one thing is true of me, it’s that I’m always on the lookout for new, beautiful things! Standing still just isn’t my thing! In our shop, for example, we keep trying to organise cool events. That ranges from late-night shopping and after-work afternoons with cocktails, paella & DJs to completely new ideas! Nothing is impossible, it just always takes a bit of courage (laughs)! Soon, for instance, we want to bring in a guest tattoo artist for a day, who will offer small tattoos right in the shop.
Question: Cute girlies, stylish business ladies and fancy bohemian babes. There’s no such thing as impossible! At least not at lil´fame. Why this mix in particular?
Ambrusch: I think we’re a boutique that wants to appeal above all to the “cool” crowd, who appreciate the special, out-of-the-ordinary character of lil’fame and wear it with pride! All our customers have something special about them somehow, including their own taste and their own mind. Why, for instance, shouldn’t you be able to combine an elegant dress (which you won’t find at our place) with cool boots and a relaxed cardigan?
Question: If style could smell… What would your fashion taste or favourite outfit smell of?
Ambrusch: To be honest… ideally of beach & sea. But I think that very scent surely wouldn’t seem so special without the beach and the sea actually being there. I think the guys at AROMEA create the perfect scents for every kind of shop, restaurant and so on! Personally I really like things “tart”, which is why I find our scent perfect and just right for our shop. It’s very interesting, sweet and tart but not overpowering, which makes it a wonderful match for our philosophy.
Question: You’re really thrilled! Besides all those great clothes, there’s something very special in the air in your boutique… What is it that smells so good?
Ambrusch: Oh yes, that’s true! We’re truly delighted with AROMEA scent marketing ourselves! At the moment we’re using the fragrance “Velvet Wood”. It smells of sandalwood and cedarwood and creates such a mysterious, glamorous mood! Simply not a run-of-the-mill room fragrance, but something out of the ordinary! Just like us!
Question: Because you simply can’t decide: besides using the Nano Pro 5, you also sell the AERA in your shop. How can this little wonder enhance the range even further?
Ambrusch: Well, we heard the question “What smells so good in here?” several times on opening day, and so that we don’t have to send our customers home disappointed, they can buy the AERA directly from us. Since we sell everything “beautiful” and “special” from here all the way to Bali in our shop, the AERA, for the last sense, “smell”, simply had to be there too. After all, we want all four senses to be activated, and for me, smell plays an especially important role.
Question: Small, fine and special: customers must be pouring into your boutique! How do they react to the fragrant surprise?
Ambrusch: They love it! You can tell they feel at home straight away! Many customers even say they don’t want to put their newly bought clothes in the wash at all, because otherwise the lovely scent is lost. In fact, our clothes and even our accessories, such as bracelets, do smell of the scent, and people point this out to us, in a good way! These days I can’t imagine a shop without AROMEA scent marketing.
Thank you for talking to us!
© Pics - Anja Koppitsch
Chiara Ambrusch on scenting her boutique.
