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Amuse Logo


Amuse, a new lifestyle concept store, will be opening its doors to the public with a cocktail reception on October 20th, at 8pm.  Located in Zamalek, the ‘It’ location for Cairo’s boutiques, Amuse will carry everything from ready-to-wear, fashion accessories, home accessories to giftware.  Named after the muses of fashion, Amuse hopes to create a haven that will both inspire fashion muses and inspire the store as well.

Expect to find brands such as Hotel Particulier, Queen of E.vil, Voom, Cecilia de Bucourt, OTT, Asli Filinta, Fiona Paxton Jewelry, House of Harlow and more.  You can find home accessories by Alchemy and the beyond cool Boho candles, books and great gifts.  The most exciting part of it all, they will be carrying the Fashion Rules! board game.  For obsessed ladies like us, this is THE board game to play for a girls night in!

We will bring you more from the cocktail reception and hope to see you there!  Below is the invite.

amuse Launch Invite

Location: 15 Ismail Mohamed St., Borj Jeddah on the ground floor, Zamalek


I really love how the Egyptian accessory designers stay true to our culture, but honestly its becoming too much! The Arabic calligraphy and the evil eye are really overdone nowadays.  I am not saying to stop designing those typical necklaces, bracelets, and earnings, but why not change it up a bit.  So have a line once a year that is bohemian or inspired by vintage jewelry.  Take a cue from the Nicole Richie House of Harlow 1960 line.  Below are same pictures to give you an idea.  If you agree with me, comment on the post, maybe the accessory designers will listen to us!

house of harlow by nicole richie jewelry collage

House of Harlow 1960 Jewelry by Nicole Richie

A is for assymetric necklines (one shoulder is better than two)

B is for bandage dressing (shape up and streamline your silhouette)


C is for cocktail bathing (swimwear purely for posing)


D is for denim (as always)

E is for easy chic (loose-fit blazers and ankle cropped pants)

F is for fringing (flirt with your flapper girl style)


G is for geometery (personally not my favorite)

H is for hip hop (’80s icons such as Run DMC, WhoWhatWear dedicated a a post to MC hammer check out this link:

I is for ink (paint your wardrobe with inky tones)

J is for jumpsuit (my personal favorite)


K is for kaleidoscopic print (hazy blend of intricate patterns and electric color)

L is for Lanvin (no need to comment)


M is for miami vice (classic tailoring is reinvented in bubblegum hues)


N is for nude (take a cue from the golden globes)

O is for orange (orange is the citrus shade of the season)


P is for peplum (new way to shape your waist, and super flattering too)

Q is for quilted (Chanel!) Do you really need a picture??

R is for ringselectic (glamorous flourish to every ensemble) check out this link and the House of Harlow line:

S is for scalloping ( its all about the detail and the scalloped edge is the most sophisticated embellishment du jour)


T is for transparency (peek-a-boo) CHECK out WWW’s sheer and sexy article:


U is for underpinnings (let your lingerie speak volumes)

V is for vertigo heels (step carefully! super-skyscrapper heel height will make you dizzy with desire)

W is for woodstock (breezy dresses and oversized shades)


X is for xpose your shoulders (display your decolletage)


Y is for yacht club (take a cue from gossip girl at the hamptons)

Z is for zebra (show off your wild side in bold zebra print)

Find link below: