There are few places that mesmerise you or evoke your senses the moment you step in—So Much Trouble is one of them. Drawing inspiration from the most iconic closets in TV history—think Carrie Bradshaw’s walk-in, but with cocktails and a curated selection of fashion’s best-kept secrets—Dominique Laird has created more than just a boutique. Plush velvet, baroque cabinets, and a layout that feels more like a friend’s ultra-chic dressing room than a traditional store set the scene for something different. It’s a place to linger, connect, and indulge in the joy of fashion. From the now-iconic Boujee Boot Sale to personalized styling sessions, So Much Trouble is part retail space, part social playground and a bar. In an exclusive sit-down for Women Building Empires, we get a peek inside Dominique’s world to talk about merging luxury with experience and why fashion should always feel like fun.
What inspired you to create a space that merges luxury shopping with an experiential lounge?
The idea for So Much Trouble (SMT) was sparked by my deep-rooted connection to fashion—it has always been more than just clothing; it was my pathway to self- expression and reclaiming confidence. Growing up, I faced moments where self-assurance felt elusive, but fashion became my armor and creative outlet, empowering me to face challenges with renewed strength. As part of Solutions Group, known for crafting experiences that resonate with people, I wanted SMT to be an extension of that philosophy. The aim was to develop a space that celebrates joy, inclusion, and human interaction, much like those moments of camaraderie I cherish in my daily routines. Drawing inspiration from iconic scenes such as Carrie Bradshaw’s unforgettable closet in Sex and the City, I envisioned SMT as a place where individuals could gather, feel seen, and rediscover the pure pleasure of shopping—wrapped in luxury, authenticity, and a touch of whimsical fun.
So Much Trouble brings a uniquely curated, almost intimate atmosphere to shopping. Can you share your thoughts on the design choices—like the velvet, baroque cabinets, and closet-inspired layout?
The design of SMT was carefully crafted to embody bold sophistication, taking cues from fashion icons and my personal experiences of appreciating detail and narrative within a space. Rich, plush velvet, baroque-style cabinets, and a layout reminiscent of a grand, walk-in closet were chosen to create an inviting yet luxurious ambiance. This “feminine paradise” is punctuated with handpicked antiques sourced from European alleyways, each carrying a story of its own, echoing the careful curation that I value in every aspect of my life and work. The result is a space that feels as intimate as your own home, yet elevated, blending retail therapy with the allure of a vibrant social lounge.
How has it been merging two very different worlds— retail and hospitality?
Bringing together retail and hospitality has been an exhilarating journey. I thrive on designing multi-layered spaces that encourage people to linger, connect, and enjoy moments of luxury, which aligns perfectly with my experience in events and brand management. SMT isn’t just a store; it’s an experience where guests can sip a cocktail, listen to music, or chat with friends—all while exploring unique fashion finds. This fusion goes beyond conventional boundaries, turning the concept of “just shopping ” into a sensory, social event. It’s about capturing the essence of community that I have always cherished and channeling it into a luxury setting.
So Much Trouble feels like a social hub for fashion lovers, from your unique styling sessions to events like the Boujee Boot Sale. What are some of your favourite memories you’ve already lived at SMT?
One of my most cherished memories at SMT is our inaugural Boujee Boot Sale, where the community gathered to showcase and shop each other’s pre-loved treasures in an atmosphere of camaraderie and fun. It was a day filled with lively conversation, shared stories, and the joy of discovery, echoing that blend of fashion and social connection I aimed for. Collaborating with stylists to host personal shopping sessions has also been particularly rewarding, highlighting SMT’s essence as not just a space for fashion, but a place of personal style evolution, celebration, and unforgettable experiences.
For anyone visiting So Much Trouble, what’s the one experience you hope will resonate with them long after they leave?
I hope visitors leave SMT with a sense of confidence and a feeling of belonging to something special. Whether they find a rare vintage piece that speaks to them, enjoy a drink while engaging in meaningful conversation, or participate in one of our unique events, I want them to remember SMT as a place where fashion, fun, and community come together seamlessly. It’s about leaving with more than just a purchase—it’s about memories that evoke joy, inspiration, and a sense of personal empowerment.
Finally, as the founder, what has been your biggest learning experience in building a concept like this? Any advice for others looking to tie art, luxury, and hospitality into one space?
One of my biggest lessons has been balancing exclusivity with approachability. Creating a space that feels luxurious yet welcoming takes careful curation and a deep understanding of your audience. My advice is to stay connected to your passion—it’s what will infuse your space with authenticity. Remember, details matter; from how a room is lit to the way a guest is greeted, it’s the thoughtful touches that leave lasting impressions. Also, be ready to adapt, as some of the most magical moments come from being flexible and open to change. Embrace your vision wholeheartedly, and let every element, from the décor to the service, tell a cohesive, compelling story.
This article originally appears in Soigné Middle East’s debut print issue.
