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hand chic all the fashion for tycoon Smurfit daughter,[link widoczny dla zalogowanych]
Sharon Smurfit,[link widoczny dla zalogowanych], daughter of multi-millionaire packaging tycoon Michael Smurfit, is calling on women to bring in their designer gear, in exchange for cash, so that other women can look every bit as fabulous for a stitch of the price.
The entrepreneur says she got the the "thumbs up" from her wealthy father, who described the idea as "ingenious", telling his daughter, "it is very clever to reinvent ourselves in the current climate".
"I think the emphasis is now on people looking to get a little bit back in their pockets from investments they've made over the years. Everyone loves a bargain. People will still spend some money on themselves, especially the girls, on their hair and makeup,[link widoczny dla zalogowanych], but not at the same scale as they did before. Everyone has had to cut back a little bit and keep their money closer to their chest," says Sharon.
'Wear it Again', which will open its doors in Dublin this week, will take in medium to high-end clothes, shoes and handbags. Big names on offer include Christian Louboutin, Helen Cody, Gucci, Prada and Juicy Couture.
Sellers will receive a cheque for 50 per cent of the retail price once the item has sold and can have the clothes collected from their door. Sharon, a well-known Dublin socialite,[link widoczny dla zalogowanych], is hopeful her stylish circle will shop in the new store.
"A lot of my friends have given me clothes and a lot of the girls have already bought a good few bits," she says, but she won't name names because of "client confidentiality".
The savvy businesswomen described how her father and her mother,[link widoczny dla zalogowanych], Norma,[link widoczny dla zalogowanych], instilled a value for money ethos in their children from an early age.
"We always had to earn our pocket money,[link widoczny dla zalogowanych], we had to cycle to school,[link widoczny dla zalogowanych], were never chauffeured, we had to earn our own way. We grew up to value work and money and it was never sitting around the house willy nilly," she said.
And she says that the best bit of business advice her father, now worth a reported 450m, bestowed on her was to "work hard, always be true to your job, only do what you can afford to do and never get yourself into too much debt".
But Sharon says there was no pressure on her to stay in the family business, Dublin packaging firm Smurfit Kappa. "I enjoyed working there but it wasn't glamorous enough," she says, smiling. "I don't think paper and boxes were quite my cup of tea."
Instead, she wants to become a businesswoman in her own right.
"This is my job, it's like anybody else working; I have to work. I don't get chunks of pocket money every month from Dad.
"He wouldn't believe in that,[link widoczny dla zalogowanych]. I have my bills to pay and a family to feed. This is my business and it has to work like everything else."
Speaking about how even the top tier of society has been affected by the recent downturn,[link widoczny dla zalogowanych], Sharon says: "Everybody at every level has been affected by this. I think there are a lot wealthier people than the Smurfits out there nowadays. I don't think there's anyone who hasn't been hit by it.
"People who were at a very high level have probably fallen a lot harder than those who are in a medium-income range.
"People are genuinely struggling. It's very scary and really, something has to be done because people are finding it hard to pay bills and people are finding it hard to go out. I think there's a lot more socialising in-house now; people are having a lot more dinner parties. We're all doing that." Sharon says that she would happily wear second-hand garments.
"I'm not a huge spender on clothes. I always felt that you could buy just as nice on the high street. My sister and I have never been people who bought a huge amount of designer wear. If I see something I'd like, I would consider making an investment. But I can safely say that I've never spent more than 600 or 700 on a pair of shoes."
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