In 2007, friends Clare ROUS and Kara ILAND left their legal careers to set up ROUS ILAND. Using their personal savings, they bought their first collection from a hit list of designers they loved with feedback from 100 founding members – clients, colleauges and friends. Originally purely an e-commerce business, their real USP emerged when they hosted a summer party in their Holland Park basement. Realising that above all busy women want personal service, they decided to focus their offering on the showroom experience.

Despite the economic crisis of 2008, ROUS ILAND expanded rapidly and moved premises to Mayfair to be more conveniently located for their members. Rather than opting for the obvious publicly accessible store front, they decided to retain their stealth business model with a by-appointment service in a discreet location. In 2009, Clare and Kara began to design their own collection, which is produced in London and offered exclusively to ROUS ILAND members.

In 2010, ROUS ILAND sought to focus further afield sourcing emerging designers from Brazil, Russia and Asia. Through designer collaborations, they ensure the collections are unique yet wearable. That year, Clare and Kara were asked to contribute a weekly column for London daily, City AM.

In 2011, they expanded to a grander showroom on Dover Street and has become an established insider’s secret on the London fashion scene.

In order to acheive true growth, ROUS ILAND has never advertised, but has grown purely organically via word of mouth referrals. ROUS ILAND Ltd continues to be 100% owned by the founders.