Collectable, Not Disposable Fashion!

“Our clothes are a different sort of luxury…”- Alia

JUMA Fall Preview 09

“JUMA is designed with young, affluent, refined individuals in mind. Customers buy our line because of our unique styling distinctive designs and fabrics. Our collection is quite dark, yet inviting with an energetic rhythm,”- Jamil

The Kurta Pant for men.

Loving the Women’s Kurta Pant!

A little about JUMA:

JUMA is a fashion design company that specializes in men and women’s contemporary ready-to-wear, active sportswear and other products.

Founded in Toronto, Canada in 2003, JUMA was created by Alia Juma (Design Director) and Jamil Juma (Creative Director). Alia, a former actress and model; attended George Brown College and worked as a production design intern at various design houses. Jamil, an undergrad with a degree in Bio systems Engineering, B.Eng from McGill University, worked as an investment strategist with Swift Trade Securities and at the Host Marriott Corporation.

The siblings set out to create luxury clothing for men and women with brilliant tastes. As the fashion director, Alia organizes and implements activities related to product design and development, manufacturing and distribution; while Creative Director Jamil leads the company’s strategic planning and policies and manages the overall image and positioning of the JUMA brand.

JUMA is carried in a variety of retailers, including Fred Segal, By George, Caravan, and has been featured in international publications such as Elle Canada, Fashion Magazine, National Post, as well as Fashion Television, Rogers Television and the Life Network.

I love this line 🙂 Spent at least 2 hours creating a wish list!!

Check out their latest campaign and news here!

Check out their website!



ps:If you’re a paper-doll reader, JUMA is offering a $75 gift card to shop at To redeem; use coupon code paperdoll. This runs till July 31st

Think Pink

So this past Thursday, after writing a gruelling Macroeconomics test, I attended Think Pink; an event held in support of Breast Cancer. It was really nice to see so many people come out and support for a great cause 🙂

It’s important to raise the awareness of Breast Cancer, and what better way than to focus on the lighter and brighter side of breast cancer awareness by throwing a lovely fundraiser at the luxurious, spa inspired bar; C Lounge.

I was one of the lucky ladies wearing pink, to receive a pair of Jessica Simpson flip flops!! There so cute!!

There were plenty of give aways throughout the night from Franco Sarto, BCBG & Jessica Simpson; and a lot of ladies with huge smiles on their faces and shoes cradled in their arms!

Day ended on a very positve note!

Shout outs to everybody that came out and supported 🙂

For more info on shoes like those at the give away and more! Visit



The Sartorialist hits T.O

Scott Schuman will be in Toronto tomorrow (Wednesday the 22nd)

Holt Renfrew on Bloor Street from 12:30 PM – 2 PM (on the menswear floor) on Wednesday afternoon.

Also tomorrow evening we will be having a very non-organized gathering at the bar in The Drake hotel (1150 Queen Street West), starting around 9:30 or 10pm

give him a kiss for me!


Madewell Denim

For those of you who shop with me, you know I rarely buy jeans because I find it so difficult to find ones that fit. The last time I wore jeans was when Brazilian low rise stretching jeans were popular, you know with the 1 inch zippers! You know, kinda like this. So basically it’s been a while!

Last week, I was invited to the Madewell 1937 denim launch by the nice girls who came to the FiDM job fair to recruit. So my girl Ting and I went down to see the what these jeans were all about. Madewell is sprouting up everywhere in LA, NYC and hopefully Toronto soon! Their parent company is J.Crew. They introduced the 1937 cut in 5 different washes and they are all $59.99. Recessionistas, hello!
Madewell is such a cute store, full of their signature jeans in all sorts of colors, cuts and different levels of distress. They even have the ‘ex-boyfriend’ jean. Ha ha. They also have all the Bensimon shoes in every color, with laces and without. I have the tan ones with laces and they are super comfy!

I asked if they fit small or big, and the girl at Madewell told me they are true to size and she was right! I am a 27 🙂 I got the Madewell ’37s in Avalanche Wash for $59.50. I love the fit and is mid waist and just hugged my body and didn’t squish my bum! yay for that.

and then we got a super cute giftbag, a green tote and Madewell wayfarers! woohoo! (puppy nose not included)
You can check them out here
and Tweet with them here

Isle of Eden

O-EM-GEE! I found Isle of Eden researching for my Beauty Chemistry final project and I am in LOVE!

They are a company based out of Merritt Island, Florida. The brainchild of this fantastic line is Alexa – Here’s her MySpace. They make beautiful and scrumption bath and body products that are to DIE for. This is what I want for my birthday, for Christmas, for Valentines day and for every occassion from this day forward! Each and everyone is custom made and made to order to check out their TAT (Turn around time… if you are buying it for a present). There are only a few thing in life that make my heart sing! And Isle of Eden is one of them. LOVES

This is true creativity and you can just tell how adorable, fun, cheeky and lovely the creators must be. Just check out some of their newest scents. Just reading the list makes me giddy.

7 Strawberry Lane
Our Best Selling Strawberry! Nothing but Pure, Juicy, Strawberry Bliss here! Succulent and Sweet!

Banana Rice Crispy Treaties
O.k., who doesn’t love those Delicious Marshmallow and Rice Treats? Add a little Banana Frosting, and it’s total yum!

Be My Sugar!
Sugar Overload! Fresh-Cracked Coconut Milk, Swirls of White Sugar, Light Brown Sugar, Brown Sugar, Madagascar Vanilla Beans, White Cake infused with Puffed-up Giant Marshmallows, and a slight whisper of Creamy Pink Sugar.

Birthday Party’s Forever!
Let’s have an everlasting party! Sparkling Fruit Punch, with Vanilla Ice Cream floating on top, sprinkled with Grape Pixie Stick Sugar. What else for this party? How about a slice of Yellow Cake with Creamy Frosting and tons of Candy-Colored Sprinkles? This will surely get the party started!

Blood Orange Cotton Candy
A Summer Favorite! Italian Blood Orange, and Sweet Cotton Candy. Best Seller!

Blue Ballgown
Before you head out the door, slip into this combination of sensual dark blue sugar, fresh baked white cake and sultry warm vanilla pods. Your chariot awaits, beautiful!

Brown Sugar, Granola & White Chocolate
Sweet Brown Sugar, Delicious Granola and a Drizzle of White Chocolate.

Bunny Crack
Dreams come true for all Bunny Rabbits with this Fanciful Treat! Loads and loads of Sugars, Fluffy Carrot Cake, Coconut-Lemon Buttercream Frosting, Juicy Lemon Slices and Orange slices covered in Huge Sugar Crystals.

Can’t Sleep, Cherries Are After Me!
A Dark Twist on a Sweet Treat! Freshly-Spun Pink Cotton Candy, Funnel Cake with Powdered Sugar, and Dark, Delicious, Candied Black Cherries!

Can’t Sleep, Marshmallows Ate Me!
An amazing twist on our best selling Can’t Sleep, Clowns Will Eat Me! Imagine sugary-sweet Marshmallow Cotton Candy, Marshmallow Funnel Cake, and Candied Marshmallow Apple. You’ll want to devour it in just one bite!

Indulge here: