The Box Boutique can be found in the luxury shopping area of Mayfair, just off Bond Street. Opened in March 2011 by sisters Yulia and Elena Pashevkina, who were joined this year by younger sibling Dasha after her graduation from the Istituto Marangoni fashion and design institute, the Box Boutique is the destination for any client seeking an extra-special pair of shoes to stand out in. ‘Shoes are somewhat an addiction of ours! They’re a decoration for any outfit,’ says Yulia. ‘You can make plain jeans and a tank top look chic if you wear the right pair of shoes.’
The Box Boutique is a modern, eccentrically British space with bowler-hat lamps above the cash desk, walls brightened by glowing stag heads and shelving edged with neon lights. The boutique’s design reflects the personalities of the shoes within it and of the three Pashevkina sisters, who have gradually added fun and quirky pieces to the interior, sometimes even painting items themselves to make sure that the interior has the right feel. ‘We knew straight away that only an eccentric environment would be a fit for new, exclusive designers,’ continues Yulia. ‘We went for a baroque style with amazing sofas and cabinets, British fixtures, such as the bowler-hat lamps – and a lot of neon.’
The boutique is often the first to bring new designers onto the UK fashion scene; these include footwear designer Ruthie Davis, jewellery brand Nialaya, scarf brand Charlotte & Lisa and the Stark handbag label. The Box Boutique also stocks big-name shoe designers such as Giambattista Valli and Bionda Castana. This is also the place to find one-of-a-kind pieces – it is currently stocking high-top sneakers made from vintage scarves – and the sisters are extending their talents for design by introducing their own range of Ugg boots and jackets made from Russian Pavlovo-Posad scarves encrusted with Swarovski crystals.
The Box Boutique’s Frosted Ugg range, designed in house, can be customised exclusively for clients with Swarovski crystals, semi-precious stones and fur.
The boutique regularly holds late-night shopping events, most recently for Vogue Fashion’s Night Out.
The Box Boutique, 45 Maddox Street, London W1S 2PE, +44 (0)20 7499 4277
Monday-Friday 10am-6pm; Saturday 12noon-6pm; Sunday closed