![](https://images.squarespace-cdn.com/content/v1/614dc7e91cb6290ae14d21cc/be4523df-bfc7-403d-b87e-89569eba3c46/068A4884.jpg)
A passion for fashion
How my journey began
Hi, I’m Laura Davies, founder of SMOOK, high street designer and mummy of two little girls.
I set up SMOOK in 2020 when the world went into lockdown and my design work was put on hold. With a degree in fashion marketing and more than 15 years’ experience in the business, I’ve always dreamed of setting up a styling and personal shopping business – in fact it’s been on my to-do list since 2014. Two little girls and a pandemic later, here we are :)
What style means to me
Having trained in personal styling at the London College of Fashion and continuing to work as a freelance designer, I’m an expert at targeted, clever shopping and skilled at putting outfits together. This service is proving to be a big hit with clients…it’s one thing having a fabulous wardrobe full of gorgeous clothes, but it’s quite another knowing how to combine them for maximum effect. And trust me, it’s a very common problem. If this is you, you’re not alone!
Over the years, I’ve built some amazing relationships with local boutiques and Manchester-based stores, which means shopping with me is a very special experience – we’re talking personal service and exclusive discounts with big names like Mint Velvet and Reiss.
My ethos is simple; buy what you love, wear it forever. Now, more than ever, I’m encouraging clients to shop sustainably and buy the best quality items they can afford, rather than being slaves to fast fashion. Building a cohesive, capsule wardrobe of around 20 quality pieces will yield around 50 fabulous outfits. Style isn’t an indulgence, it’s an investment.
I’m passionate about helping women to express their identity through clothing and encouraging them to wear pieces that suit their body shape and make them sparkle. Research shows that what we wear has a huge impact on our emotions and confidence, and it’s my mission to make women feel like the best versions of themselves.
Based in Knutsford, Cheshire and working with clients locally and across the UK, I offer online and face-to-face personal styling and shopping, as well as colour and body shape analysis.
A big fan of Scandi style, SMOOK takes its inspiration from the Danish word SMUK, which means feminine and confident. And this is exactly how I want women to feel.
Working with real women, I’ll guide you on where to shop, what to buy, how to wear it and why.
What people are saying
![](https://images.squarespace-cdn.com/content/v1/614dc7e91cb6290ae14d21cc/9c633a9c-82f9-41ab-879c-58ba5d36a04c/068A5039.jpg)