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

  • Clair C

    “What an absolute revelation! Laura explained which colours suited my eye, skin and hair colour, followed by endless styling tips to suit my figure, age and wardrobe goals.

    I can’t thank Laura enough for her honest advice and expertise, for boosting my confidence, for taking me outside of my comfort zone and above all for making the process so much fun!”

  • Anna M

    “My journey with Smook started with hosting a ‘Fizz, Fashion & Friends’ styling party… We all had such a fun and informative evening and each of us left with the confidence to go out and purchase clothing items that best suited us.

    The personal styling services I have received from Laura have undoubtedly given me a newfound confidence. Clothes really are an expression of yourself and before I met Laura I’d completely lost my way, now I feel like I’ve found ‘me’ again. “

  • Claire R

    “After a Wardrobe Detox with SMOOK, I feel so much more confident in my wardrobe – you have literally given me a new lease of life and I can’t thank you enough. I actually look forward to getting dressed in the morning now, and can’t wait to put my capsule wardrobe together for my holiday – how things have changed!”

  • Sarah W

    “I recommend laura to absolutely everybody!

    After having my second baby my body shape changed and I felt like nothing looked good on me. Laura took the time to get to know exactly what I needed and what would best suit my body shape.

    She helped me to understand what items flattered me and how to dress up or dress down other key items.

    I love my new wardrobe and newfound confidence in dressing each day! “

  • Claire D

    “I have received lots of lovely compliments since I started wearing the clothes you picked out for me. I feel super lucky that the instagram algorithm connected us! You truly have helped me rediscover my style and gave me the extra confidence boost I needed as I started my new position at work. I appreciated the the time you took to get to know me and understand what I needed from my new wardrobe, as well as carrying my colour chart in my handbag I will carry your wise words in my head as I go shopping!”