Growing demand for Atelerie's distinctive lines of women's clothing and designer jewellery have led to the boutique expanding and relocating to Hamilton.

The store, launched six months ago by owner Heather Macdonald-Armour, quickly outgrew the small space it occupied in Paget.

It opens today at its new home on the ground floor of the Six apartment building, at 6 Dundonald Street, where shoppers will find 33 high-end brands. Ms Macdonald-Armour, an artist by trade, said she aimed to offer products shoppers could find nowhere else in Bermuda, in a relaxed setting. And she tries to keep as close to US prices as possible.

"In Bermuda you often hear people say they need to shop abroad to meet their wardrobe needs," 28-year-old Ms Macdonald-Armour said. "We are trying to change that attitude for women in Bermuda. Since starting this boutique our international location has enabled us to carry brands that you could never find housed under one roof in the US.

"For example, in New York City you could never find Rebecca Taylor, Calypso by Christianne-Celle, Roberta Freymann and Matta NY in the same store."

Apparel brands stocked by Atelerie include Bell, Calypso by Christianne-Celle, CK Bradley, Joe's Jeans, Rebecca Taylor, Splendid and T-Bags. Accessory and jewellery brands include Epice, Hanky Panky, Kenneth Jay Lane, Alexis Bittar and Commando by Her Look.

"Our lines range from pajama sets and stylish 'yoga' wear to party dresses and evening wear," Ms Macdonald-Armour added.

Atelerie will strive to provide a personalised shopping experience in a relaxed setting. Its opening hours will be 12 p.m. to 6 p.m., Monday to Friday, and 10 a.m. to 4 p.m. on Saturdays.

Ms Macdonald-Armour started Atelerie because she believed there was a gap in the market for a range of high-end brands that are not stocked here by other retailers. Since she decided to go ahead with the business in February this year, she has built up an inventory and had a strong response from customers. Word of mouth has helped the business to grow its customer base and Atelerie has kept customers posted about new product lines and promotions via e-mail alerts.

She conceded that the business side has not come naturally to her, but she had received help from family members with financial expertise, particularly her father and brother. The creative side is her strength.

"This was always a pipe dream for me, to have a boutique," Ms Macdonald-Armour said. "It's been a lot of hard work. People have really responded and the feedback has been pretty much all positive."

The new boutique's Dundonald Street location is a five-minute walk away from Hamilton's retail heart, but the owner is confident people will make the effort to pay a visit. She said she had "looked everywhere for retail space", before finally Gilbert Lopes, the developer of Six, offered her a premises which turned out to be ideal.

The boutique has launched a 'Christmas wish list', where shoppers can leave their name and an item they like, so that a friends or loved ones have the option of coming in and buying it for them.

Atelerie will hold an official launch party this Friday evening, when visitors will be offered complimentary cocktails and a raffle will be held for a set of 12 gold vermeil bangles worth around $350. The store will remain open until 9 p.m.