Paperdoll

Paperdoll popped up as an online boutique last September. Within a month, it was offered a lot in Tropicana City Mall, and had its soft opening by the end of December. Dubbed the boutique that went the distance by the online boutique community, Paperdoll is soaring high in times of economic depression.

While it still retails items online, its full-fledged range is available at its boutique, which truly is, the pop-up version of its website. Conceptually, Paperdoll looks like a walk-in closet with cupboards and shelves of an assortment of sweet and girly designs. 80% of what’s available are dresses. The remaining 20% includes bags, accessories, tops and corsets. Almost everything is either embellished with floral prints, or washed in feminine pastel tones.

While it is often mistaken for an upper class children’s clothing store, Paperdoll still manages to hit all the age groups, from 11 to 60. Despite its niche offerings, Paperdoll is a success that can be solely attributed to Joanna Saw. As the owner and buyer of Paperdoll, Saw personally hand-selects each item on the rack according to her personal taste. Call it the Midas touch but somehow her picks beckon to the feminine side of every woman who walks into the store.

Clothes aside, Saw also pays great attention to the shopping experience in its entirety. Her boutique is small, cosy and personalised. Despite its unique interior décor, it feels homey. This also might have to do with Saw’s incredibly sincere and hospitable service. She’s the sort who’d discourage you from buying an item because it doesn’t accentuate your body shape, but also give you a hard time if you felt fat in a certain piece. She treats everyone like regulars. And likewise, her customers always come back.

Paperdoll items range from RM60 to RM300. The boutique is open everyday from 10am to 10pm. It can be found at Lot L1-43, First Floor, Tropicana City Mall, 3, Jalan SS20/27, 47400 Petaling Jaya. For more information, visit Paperdoll's website.

Text & Photo Claudia Low