Dagmar Krafft, Managing Director of new online fashion brand VelaBlu spent most of her working life in leading roles for some of the best-known fashion mail order houses in the world (Managing Director of Elegance UK and CEO of Artigiano), so starting her own mail order business felt like the most natural thing to do.

Surprisingly enough, considering her career as a high-powered business woman, her first collection has a feminine and relaxed feel about it, featuring soft pastel colours, feathery-light fabrics and great finishings.

 “I created this collection with a busy working mum in mind - whether at work or play. The white shirt is an all-time classic that can be worn at an important business meeting as well as at the school gate, and the hoodies work with jeans or chinos,” she said. “VelaBlu separates are luxurious yet versatile and are inspired by the relaxed way of life of the beautiful English south coast which is where I live now”.

Cashmere, silk, cotton and linen all feature in a collection of beautifully-cut casual luxe pieces at very affordable prices.

This is the Spring/Summer 2010 collection.... Catch it while you can!