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Personal Curators of Style, in a French inspired boutique

‘Personal Curators of Style, in a French inspired boutique,’ is an embraced Blue Illusion ethos. Blue Illusion is an exciting and highly successful retail concept, launched in Australia over 15 years ago. Based upon the three fundamental pillars of Fashion, Lifestyle & Community, Blue Illusion has emerged as an important player on the Australian & New Zealand fashion retail scene and has established an enviable market position.
As the brand has evolved, so have its creators, Donna and Danny Guest. Blue Illusion is committed to maintain its charming formula of a local & personal boutique feel. This approach is key to the innovation of the brand. It has been a clearly articulated brand essence, which ensures Blue Illusion consistently stands apart in the sector. It is a credit to the Donna & Danny that, despite 107 stores in New Zealand & Australia and a growing e-commerce platform, many customers believe the store managers are the owners of the boutique business.
Each boutique captures the light, vibrant and inviting allure of the quintessential Parisian aesthetic. The romantic panorama of the French culture is reimagined within the retail store design. Blue Illusion’s beautiful products are displayed within this environment, providing customers with fun, comfortable and friendly surroundings. An environment which encourages one to explore new season merchandise including the latest apparel, fashion accessories, home wares, books and beauty offerings.
Blue Illusion is committed to developing a product range that not only captures the spirit of the brand yet is manufactured with a focus on quality. Blue Illusion has a comprehensive production compliance policy that ensures the conditions in which their products are manufactured are ethical. Only those manufacturers who comply with the policy are contracted for production purposes.
In addition, driving change and making a real difference is integral to Blue Illusion. Ongoing partnerships with charities including World Vision, National Breast Cancer Foundation, Dress for Success, Bali Life, Red Cross Australia and Smith Family are the foundation to the brand’s vision of ultimate success. In recent years, it is estimated that Blue Illusion has donated in excess of $500k annually.


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