SPOTTING a gap in the market for online, delivered fashion in Ireland, marketeer Emily Murray set up www. misamu. com.

"The majority of [our customers] are professionals or stay at home mothers who just don't have time to shop . . .the web is their high street." Bestsellers this season include the Tracy Reese Babydoll Dress, 286 (pictured). Labels include Nanette Lepore, Rebecca Taylor and True Religion.

PRETTY MITTY

'MITTY James' children's beachwear label has become something of a miniphenomenen in certain celebrity circles, with Reese Witherspoon, Jools Oliver and Elle McPherson among its fans. "We want children to look like children, " says the brand's founder, Victoria Leach, who based the range on her own childhood memories of summers by the Cornish coast of England. The pieces have now hit shops here and are available at stockists nationwide or online at www. mittyjames. ie.