UNLOCKING THE VAULT: “It’s not just about shopping — but about getting organized,” said Rena Sindi Abboud of her new venture as a consultant to Vault Couture, the online wardrobe storage service with a luxury edge. Sindi and the site’s cofounders, Mounissa Chodieva and Ruth Barinstein, hosted a lunch this week at Rivea London, the new Alain Ducasse restaurant at the Bulgari Hotel in Knightsbridge, with guests including Karen Groos, Lillian von Stauffenberg, Rebecca Korner, Maryam Zamani, Allegra Hicks, Felicia Brocklebank, Giulia Azmoudeh and Kim Hersov.
“The site came from an absolute personal need, and it’s for women who want to have their wardrobes online,” said Chodieva, the London-based Kazakhstani entrepreneur who doubles as head of investor and public relations for ENRC, a leading natural resources and energy group in which her family has a stake. “It started with an idea I had three years ago, and it’s moved on from being very exclusive. We’re branching out: There are now styling services, you can put looks together yourself and share them with friends.”
In addition to sorting, photographing and storing wardrobe items — everything from clothing and accessories to eyeglasses and jewelry — Vault Couture can also sell them, and offers what it calls “luggage-free travel.” It will send its members specific looks that it keeps in a climate-controlled, museum-quality storage. “Luggage has wings,” said Arthur Metz, marketing consultant for the brand.