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Once upon a time, a girl needed a belt…
Bold, stylish and just a hint of sassiness, such is the idea and execution of new niche fashion etailer OnceUponaBelt.com. For those desperate to find a perfect belt to complete the perfect look without the need for an arduous high street search, this site could end up being a real godsend. Launched by online entrepreneur Marta Eleniak, OnceUponaBelt.com purports to bring together "the world's finest affordable belts".
Now some might say that launching an e-shop in a recession is a risky business but Marta believes that now couldn't be a better time. As the economic downturn continues to bite and we are all buying less, fashionistas are adapting and reworking favourite outfits, adding affordable touches to update their looks. This new website lets "ladies transform their look with a unique range of belts". And as Ms Eleniak says: "A gorgeous belt can transform an outfit and breathe new life to a tired wardrobe".
Marta herself started the business because she was fed up with not being able to find good quality women's belts on the high street. According to the business's founder she had come home with no belt but sore feet and a good deal of frustration that the belts she could find all seemed to be aimed at 13 year old girls! "A cheap belt will cheapen an outfit - why do it?" she asks.
The site itself presents the classic narrow but deep product range typical of the nice etailer - one core product in hundreds of different styles. OnceUponaBelt.com (OUAB) is very easy to navigate, dividing the belts into categories, colours and prices. In addition, it offers a section of gift ideas and a men's range is due to launch on October 31st. Rather handily for self-conscious fashion folk OUAB offers multiple views of the belts, including the all important rear view!
As with other online fashion emporia OUAB seeks to turn the cult of celebrity to its own commercial advantage with its 'As Seen In' facility. Would-be customers who have seen a belt that particularly takes their fancy in the pages of a fashion/celebrity glossy can contact the website with the details of where, who and when and OUAB will endeavour to guide them to a similar item from within its own inventory.
There is a huge range, everything from obi tie belts or elasticated waist cinchers to belts that make a little black dress divine. In addition, web visitors are invited to sign up for a monthly fix of fashion story inspiration by email.
And in a postscript; it seems as though Ms Eleniak has designs on our feet too. At the end of October, she is launching SwapTopShoes.com, a "brand new website offering a solution to the age old dilemma of shoe transportation". Now it is possible to take as many different pairs of shoes as you like on holiday, without filling your case with loads of heavy heels. The interchangeable shoe concept (literally having a shoe sole with multiple interchangeable uppers) has really taken off in the USA over the past year and will be launched over here just in time for winter sun holidays and Christmas parties.
