The mega brands are opening yet more extravagant stores and the boutiques are booming; You’d be forgiven for ever thinking online shopping would usurp bricks and mortar. Now there’s another new shop in town that'll make you take a break from the virtual basket. Ally Capellino has opened a Marylebone store – the third location from the label and it’s quite a thing of beauty.

Designed by Listen Studio, the simple leather accessories are displayed in the pale grey space on fabric covered frames on the walls or marble surfaces. The place is understated and calm; a marker of Ally Capellino’s world.

Designer Alison Lloyd has been in the business of fashion for over 30 years. Her fashion label, named after the Italian for ‘little hat’ was set up in 1980 but in 2000 she restructured, emerging again as an accessories designer. Since then, Hackney based Lloyd has occupied her own quiet corner of fashion – there’s no big branding or loud marketing pushes. Her utilitarian, anti-It bags come in waxed cotton, canvas or leather.

As shoppers hunt for increasingly more exclusive pieces that aren’t driven by the “T” word (that's trends), it’s little wonder Ally Capellino’s on to store number three.

11 New Cavendish Street, W1G 9UD, from Monday to Saturday 10am – 6pm and Sunday 11am – 5pm.