ICONIC BEAUTY

Have you ever fancied a real change of scenery, or maybe doing something completely different? Well, high flying lawyer Sharmilee Patel did. And instead of daydreaming about it while doing the day job, she got out there and started her own eclectic beauty boutique.

Brand new online boutique, Beauty Icon, has burst onto the scene showcasing a luxurious range of hand-picked bath, body, skincare and home fragrances from around the world to pamper your inner princess.

We spoke to Sharmilee and to find out more about why, how and what we can expect from Beauty Icon.

Firstly - from high flying lawyer to a beauty website...how did you make that jump?

"It was quite easy... I've been interested in beauty products from a young age and have always found buying the latest products and reading reviews fascinating, to the point where a few years ago I decided that I wanted a career in the beauty business. Better still, I wanted to have my own online boutique selling exclusive and effective products. Being able to choose the brands and try out the products is the fun part - but on a serious note I will be putting in a lot of hard work and effort in building the Beauty Icon brand.

You've included some lovely, luxury products. How do you choose which brands to feature on the site?

"The decision to choose which brands to feature included trying all the products myself - and some of them, like Mama Mio and This Works also got tested on my friends and family. Most people who visit the site won't know all the brands so I've included some well known globally recognised brands in with much smaller home grown companies.

You obviously decided to go the extra mile by adding a newsletter and free samples to every order. What was the reasoning behind that idea?

"I added the newsletter because I really wanted to keep everyone up to date with all the offers, promotions and new products. It's a great way to keep people informed of new product launches, tips and a chance for them to ask questions.

I also liked the idea of giving out free samples - it introduces new products and it's a way to incentivise people to try new products on the website. With each purchase they will receive three free samples - a little treat! I am also working on a page where customers can choose their own samples... that way they have the choice of trying something that may interest them.

Do you use any of the the products yourself?

"Yes....My favourite is the Freeze and Go. My beauty routine involves cleansing with the Kinerase foaming cleanser every morning followed by Kinerase under eye rescue and Freeze double scoop moisturiser. I also use the Freeze 24/7 Skin Glace detoxifying mask every three days.

Apart from the skincare regime I love the Yuroll jade roller it really helps to brighten up my skin in an instant, and it reduces puffiness.

What inspires you?

"I take inspiration from many things. People I meet, the books and magazines I read. Being creative helps, which is why I try to visit art galleries and museums when I can. Travel plays an important part as I'm often inspired by beauty products I come across on my travels!

What's next for Beauty Icon?

"I have added the Barielle range of products for nails and hands, I will be adding Rosie and Jane cosmetics - developed by a make up artist to the celebrities - this week. Caudalie the expensive French skincare and bodycare line will be added in late October, and there are a few more exciting brands on the horizon... which I cannot reveal at the moment!

I'm constantly sourcing new and exciting brands to add to Beauty Icon ....so be sure to keep checking the site."

Beauty Icon already offers free extras to customers. You can have an online consultation, and send your beauty questions via email. Within 24 hours, the answer will pop up in your inbox, along with a handy recommendation for a potion that will sort you out!

If you're hungry for the latest beauty tips, product reviews and special offers, you can sign up to the online newsletter. And if you're fed up with rubbish presents - just in time for Christmas serious hints, you can sneakily create a ‘Wish List’. Perfect for weddings and birthdays, which can be sent along with a begging e-mail and accessed by friends and family!

So...next time you're thinking that you really can't stand the boss any more and you need to change direction...don't just think about it. DO it!