StyleNest chat to Roberta Benteler, founder of online luxury fashion store, Avenue 32.

Combining editorial content with high-end fashion, Avenue32.com offers a modern approach to online shopping. With London Fashion Week in full swingv, what better time to catch up with the site’s founder, Roberta Benteler to talk business, British fashion and the best bags.

You’re the founder of luxury online fashion store, Avenue 32. Tell us about the site.

We’re a luxury e-commerce retailer that provides designers with a platform to operate in a multi–brand environment, but where they are able to curate their very own shop within our e-store. Designers are in control of their content, from how their collections are presented to adding different elements such as video content, images, catwalk material, inspirational pictures and texts and so on.

Have you always known you wanted to work in fashion?

I always wanted to run my own business eventually; combining this with my love for the fashion industry is like a dream come true.

Your career background is in business. Tell us about that and how you used it to move into the world of fashion.

Originally having worked in finance I decided to take time off to pursue my interest in fashion. In 2010 I worked for a young designer, a key experience which enabled me to see the market from a designer’s point of view. I realised how many designers struggle to control the way their brand is portrayed online and to communicate what their brand is about.  So, I created Avenue 32 as a platform that caters to and supports customers’ and designers’ needs alike.

Do you have any top tips for women looking to start up their own business?

Really believe in your idea and stick it through. Always aim high. And, think about where you want to be in five years’ time and how to get there.

What’s your failsafe work wear look?

I am more of a jeans and flats girl in the office, so Rag and Bone Wonderland jeans and a navy Celine smoking blazer are perfect. When I travel for Fashion Week my outfits will be much dressier and I tend to wear skirts and heels.

What about at the weekends, what’s your signature off-duty look?

My signature off-duty look is jeans and a great knit.

What do you like to do when you’re not working?

I love to travel when I get the chance to take some time off, which is rare these days. I am also a passionate horse rider and will spend as much time in the countryside with my horses as possible.

Are you looking forward to London Fashion Week?

I am really looking forward to it. To me it is probably the most exciting Fashion Week of all, as there is so much talent. It is amazing to see how sophisticated British fashion has become without losing its creative edge.

Will you be hitting the Fashion Week parties?

The parties are a big part of Fashion Week, they are great fun, but also very much part of business. It’s a time when you actually get a chance to chat to people and network.

Where are your favourite places to eat and drink in London?

My favourite pub is probably The Cow in Notting Hill and by far my favourite place to eat is the Petersham Nurseries.

What shows do you always look forward to seeing?

Erdem, Jonathan Saunders, Michael van der Ham and Simone Roch.

What AW12 trends can we expect to see at Avenue 32 this season?

Brocade and metallics will be huge.

Online shopping is becoming more and more popular. What are your top tips for buying clothes online?

Make sure an online retailer has a great shipping and returns policy. As long as that is the case, you can return products easily and you get a refund for unwanted product. Otherwise, just go for it.

Will we be seeing any new brands on Avenue 32 this season?

We have just launched Cedric Charlier’s own label. I’m very excited about it as it’s his first season under his own name after designing for Lanvin and Cacharel. Other exciting designers to come are Zac Posen, Antonio Marras, Wunderkind and Yigal Azrouel.

What three pieces will you be investing in this season?

A Cedric Charlier dress, a Wunderkind shearling coat and Nicholas Kirkwood shoes.

Have you had any memorable fashion disasters you’d like to share?

There’s definitely been the odd fashion disaster, but the most important thing is not to take it too seriously.

What’s your guilty pleasure?

That would have to be Celine bags.

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