In the Boudoir

Opened in 2010, this two-story boutique, with a façade reminiscent of a British pub, aims to making shopping more personal by opening up her ‘closet’ to customers. Owner Rattana Chongcharoenponsuk, a Thai, has been living in Saigon for two years and had problems finding clothes to match her style and frame.

“Most dresses designed here are so body-fit and tiny,” she says. “If you are looking for street wear, casual, pajamas suit, cocktail dresses, Chinese dresses, India, Vietnam ao dai or Aladdin pants, we have everything for you.” One of their creations, the Aladdin pants, is intricately designed with special embroidery in a pattern called the Super Aladdin Heavy Embroidery. A must-have for fashion daredevils.

Scattered around the shop are matchless accessories that will make interesting conversational pieces and will give your look the extra pop it needs. A pair of blue-eyed earrings, a rocking horse necklace and earring set, clock & teddy bear earrings, and bat earrings – all are attention grabbers.

Ethophen Store 11

Focusing mainly on womenswear, jewelry and leather bags, Rattana sources interesting pieces from Khao San Road, Siam Square, and the Emporium Department Store in Bangkok.

“It is not just a closet where you find something to wear,” says Rattana. “It is art in a closet. It has everything that you are looking for… for your lifestyle.”

To add to her shopping philosophy, the upper floor of the store is a café-cum-nail salon where you can sip coffee while watching old movies or pampering yourself with a mani-pedi.

Ethophen Oi Pick White 2

Oi’s Pick: Lion Lu xe Ring (VND 2,950,000)
You may just be in your black canvas − black tee, black pants, and boots − so give your ensemble that extra oomph with the Lion Luxe ring and earrings set.

Ethopen: It’s Happened to Be A Closet
89 Mac Thi Buoi, D1

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