A Store Is Born

A few months before the Chiltern Firehouse hotel screeched into action in a sedate corner of central London, Maria Lemos opened up her elegant concept store, Mouki, just a few doors down the street with little more than a whisper.

In no time, Mouki has become the go-to option for shoppers who are exhausted by fashion’s increasingly brief seasonal turnarounds. “I think people are looking for pieces that they can fall in love with forever,” says Lemos, who owns the RainbowWave sales agency, which represents many of the world’s top brands. Proof of her ethos is to be found in the skinny ground floor of her shop, filled with eclectic jewelry, and in the four rooms at the bottom of a splashy spiral staircase. There, the cherry-picked offerings include clothing by under-the-radar labels, like 45rpm and Dosa, as well as exquisite Norwegian blankets and Japanese linens.

At 29 Chiltern St.