Durban - Colleen Eitzen is living “every designer’s dream”. The Durban fashion industry doyenne launched her first signature store in Innes Road in Morningside recently.

“Every designer wants to be able to put out what they absolutely love and your own store can be the epitome of that. It’s been my life-long ambition to own a stand-alone space and I’ve put my heart and soul into it,” she said.

“This is my premium brand.”

The shop, designed in collaboration with Eitzen’s close friends and design gurus Greg and Roche Dry of Egg Designs, is a unique, intimate space filled with beautiful silks in monochromatic colours.

The look and feel is sophisticated and high-end.

Eitzen said customer satisfaction was the key, and part of the designer experience are garments that can be altered to suit individual needs and shapes.

In the pipeline is a bridal collection that will be sold exclusively at the store and another opening in Joburg in February.

We’ve feature Eitzen’s Durban Fashion Fair collection, which was on the runway last week.

Omeshnie Naidoo, The Mercury