Designer, Shadi Tambrchi, bases her designs on the ideology "Because Life is Too Short to Wear a Dull Dress". Shadi's creations mirror her belief that clothes should be used to enhance women - to give women that "wow" factor. Afterall, why look ordinary when you can look extraordinary? Shadi's strives to give women a stylish edge - an edge that makes women feel bold and courageous, whilst at the same time maintaining their elegance and femininity.

Shadi's designs weave together the contradictions, inconsistencies and opposites which make-up the modern woman - feminine/masculine, virtuous/wicked, sweet/seductive - and prove that a woman can appear to be all these things at once.