Frustrated with the cost and lack of local retail space along with the high overheads associated with running a local shop, Edward Carlington did the next best thing ? he started an online catalogue.

The result is www.ToxicRose.com, and the 26-year-old retail salesman and buyer said it is already paying dividends.

He said it has always been his goal to own his own fashion business but he felt that, at this time in Bermuda, it might be better to be innovative rather than traditional in starting his business.

"I feel the fashion market is saturated here," he said. "Therefore, I started an online catalogue, as it's a fresh and innovative concept.

"To have my own business and to be successful within the fashion industry has been an aim of mine, and the online catalogue is a stepping stone to making my dreams come true."

Asked how long it took to bring his idea to fruition, he said: "It's an ongoing process, which has to be upkept, maintained and is always evolving, but the initial set-up was approximately five months, although it is always a work in progress."

Mr. Carlington, who launched his site just three weeks ago, said the biggest challenge of getting it off the ground was working with a limited budget.

"The overheads and the cost of real estate were part of the decision to start an online catalogue," he admitted. "But, I also wanted to venture into a new venue, a concept others have yet to incorporate within their businesses."

While running the site is keeping him busy, most days one can still find Mr. Carlington working either at The Edge in the Washington Mall or at Glam Star on the corner of Court and Victoria Streets.

He hopes to translate his in-depth knowledge of the retail industry into online business success.

"I have been in the fashion industry for quite a while, I was a buyer for seven years for three boutiques in Bermuda," he said. "Now that I have gained the experience and a following, it's time for me to venture out on my own and obtain my own success."

He believes that his fashion sense is not only great but "the essence of fashion".

"It's second nature to me," he said. "Like breathing ? I don't have to think about it, it just is and it comes naturally to me.

"I have a great sense of fashion and I think outside the box; what you least expect and the evidence is the hot-looking girls in Bermuda wearing it. I'm not conceited ? I'm convinced."

Travelling for fashion finds is of major importance in the industry, he added, as Bermuda does not offer venues for wholesale clothing.

"I will be offering unique and different styles with the places I tend to travel to for my merchandise," Mr. Carlington said. "I like to hand-pick my merchandise to ensure its uniqueness and fashionability."

The photographs used on the site to show potential clients what he is offering, were shot by Kiona Estravit.

"She is hot and has a creative eye," he said.

Mr. Carlington has been very pleased with the way the site has worked out so far.

"The website was designed by Daymond Philpott. He's very knowledgeable in his field and has done an amazing job."

Just a few weeks into business, he is happy with sales.

"I have been surprised how well it has taken off, but I owe that to my reputation with the girls I have styled over the years," he said. "Thank you for supporting me and my success."

At present, patrons can order online, but the feature is presently being fine-tuned and perfected by the IT manager.

To order online you go into the order request field and put the order identification number, your name and contact info and a sales rep from Toxic Rose will contact you within 24 hours to set up delivery arrangements.

The site will also offer Plus Size and shoe selections in the not too distant future, Mr. Carlington promised.

To see the latest fashions visit www.toxicrose.com. For further information 292-GLAM or email toxicrosebdayahoo.com.