Beatrix Ong, Red Queen of the Newburgh Quarter

by Annie Scott (RSS feed)
Feb 15th 2010 at 3:01PM

No single shop encapsulates the high fashion, quirky humor and artful irreverence of London's chic Newburgh Quarter like Beatrix Ong. Located steps away from Carnaby Street on Newburgh Street among a slew of independent designers, her whimsical style finds its way to your heart through your brain.

Stepping into her small shop is a step through the looking glass; you are instantly transported to a land of card castles, white rabbits and Cheshire cats drawn in pencil on the walls by Beatrix herself. "It's my interpretation of 'Alice in Wonderland meets Sleepy Hollow,' Ong has said of her concept. The cleverly gothic store has been open since November of 2009.

Gallery: Beatrix Ong - "Alice in Wonderland meets Sleepy Hollow"

Even more enchanting are the accessories for sale, from handsome men's and women's shoes to broken heart keyrings. We were especially delighted by the fortune-teller shoes above, which come as flats or stilettos and retail for £248 to £368. "That's her sense of humor," commented a friendly staff member as we oohed and aahed over the shoes. "She has lots of creative ideas." We couldn't agree more. Other Spring 2010 shoes feature origami birds and what look like elaborately folded napkins.

Check out the gallery for more shots of her charming Newburgh Quarter shop and visit BeatrixOng.com (or American Rag in LA) to shop.

This trip was sponsored by VisitBritain, but the ideas and opinions expressed in the article are 100% my own.

Tags: Beatrix Ong, BeatrixOng, Carnaby Street, CarnabyStreet, Designer, London, Newburgh Quarter, NewburghQuarter