Established in Monaco for sixteen years, she is an absolute trend setter. The two boutiques in the very heart of the Principality (“YOUR’S Monaco” and “Pretty You Monaco”) are celebrating and beautifying women, making them truly gorgeous. Véronique Alexandre is a fan of beautiful materials, couture cuts and classy colours. And the interior lives up to the clothing she sells. Crystal and Venetian glass chandeliers, a cozy living room, white and golden tiles… The harmony of this decor truly invites you for a try on. Véronique always has her clients in mind when choosing dresses and suits during the fashion shows. She offers very customized advice, with the mission of presenting her client’s silhouette to its best advantage.

We met the famous boutique owner just as she was back from another “Fashion Week” having ordered some unique clothes that would take a few months to arrive. She was happy to share her latest piece of mind with us, also announcing a big comeback… the one of the red rose at Balmain. The emblematic flower will perfume the summer of 2024, also marked by polka dot fabrics. Get ready for a real party at “YOUR’S Monaco”.

HelloMonaco: Have you always loved fashion?

Véronique Alexandre: Fashion has always been my passion. No one in my family was involved in the industry, however. When I was very young, I started using a sewing machine and created a large selection of cushions. I’ve always loved beautiful materials, fabrics, lace…

Now, we have more than ten brands. “YOUR’S” is selling mainly Balmain which is perfect for women in business. A Balmain jacket is a must-have for a “woman executive”. Some order it in all the colours available… Others save money to treat themselves to a beautiful piece that will stay in their wardrobe.

HM: Sixteen years ago you chose to settle in Monaco…

VA: Indeed. That’s when I came up with the idea of opening my shop in the Principality and becoming a resident here. I’ve devoted my entire career to this place. I have created very special relationships over these last 16 years in Monaco with some of my clients, who became year after year my Dear friends.

Also, I can’t imagine such a success without unconditional and endless support of my team. I want to say Thank you to my Monaco Team for sincere dedication. Without a team who believes in my vision, going above and beyond to help achieve our goal, I wouldn’t have made it!

HM: How do you define elegance?

VA: When you say that a woman is elegant, you never exactly know why. It is perhaps a matter of interpersonal vibe… Quite difficult to define. Elegance cannot be bought. We either have it or not! You may look very stylish even wearing clothes that do not cost much.

That’s exactly what we are trying to help with in our boutiques. A lot of women struggle finding what to wear for a special occasion. We are there to give very friendly advice as to that. We are a team of women who love women. This is very rare. When this or that particular item doesn’t fit, we say so. We are not looking to sell no matter what. Women come back for the very reason we are there to make them gorgeous. Sometimes simple jeans can be a killer, as long as they are the right cut…

HM: Do you think that these days we are giving as much importance to our appearance as in the past?

VA: Yes but… in a different way. We have a much larger choice of clothing and brands. With taste and some means, you may look chic by shopping here and there. The trend is to keep changing…

That being said, when I started sixteen years ago, it was a lot more about dressing up. No one would have thought of going to a dinner at the Hôtel de Paris “Le Grill” wearing sneakers! I do believe that certain places require a certain etiquette. Elegance is part of a savoir vivre. I can’t stand negligence.

HM: Do your two stores have the same style?

VA: The style is much more feminine at “Pretty You”, more girly and sophisticated, I would say. The boutique was decorated by Marieux van den Broek, who is my biggest support since the very first day and who after 16 happy years continues to share my life. Without His Love I could not have achieved all I did till today.

H.M.: I see you have a pet with you…

VA: Yes, she’s a 4 legged “baby”, who is always with me at home but also at work, and during each fashion show, each event. She is so much appreciated by everyone that when I arrive somewhere without my little dog, everyone is disappointed not to see her with me. Her name is AVA and she is a Big Love … an adorable Yorkshire of 2 kg. Without her my life would not be the same.

HM: Do you have a favourite colour?

VA: I do. I think I really like white, a sign of purity, a soothing colour. At home I have doves… Even for the interior I really favour clear, pearly colours. Bright ones make me a little uncomfortable.

HM: Do you have a loyal clientele?

VA: Essentially, I do. When ordering a piece of clothing, I have a specific customer in mind. I know what would suit her. Some of those women have become friends, others bring me their daughters to dress. Fashion is exciting because it’s infinite. I also work with niche Brands to offer some unique models for gala evenings … sumptuous outfits enriched with lace, stones, sequins, very dressy. These Niche Designers create Unique & Exclusive pieces only for my shops.

I must say that with the rise of Instagram, the fashion of consumption has evolved. Customers post and no longer want to pay very big amounts (or very expensive prices) for an outfit they will only wear twice, even if it is a very beautiful evening dress. The price would therefore range somewhat lower than before, with a booming second-hand luxury market. Instagram has changed the game.

HM: Do you have a dream?

VA: My dream would be to stop running the boutiques and become a personal shopper for the two or three VVIP clients worldwide who I really like. I would really appreciate providing advice and style for them from head to toe, including shoes, jewellery, hair and makeup. As I know all the luxury designers, a lot of talented hairstylists and makeup artists, it would be fairly easy and exciting.

This being said, shortly after the health crisis, I treated the privileged few to “beauty” days. It was a real success. Never in my life had I been thanked that much! Covid almost killed my business, since everything we were selling was no longer of any use. My clients were only looking for lounge and sportswear. For almost a year everything I had built had become useless… And the women also needed a certain comfort.

Occasionally I receive personal shoppers for celebrities in my boutiques. I find their work very interesting. I would love to do this in the near future. Go meet my clients wherever they are, dress them for special occasions. And thus contribute to further their influence.