Saturday night fever It was created to be exclusive," Ali Murray, the owner of - and powerhouse behind - Alila told me. Her dad was a wholesaler, and so immersed in the rag trade is she that I reckon 24-year-old Ali was probably given hangers to teethe on. "Growing up, I always wore samples and things that never went into production in my dad's business. I had a wardrobe full of one-off pieces. As a result, I don't want to wear the popular labels that all the others have," Ali explained. "I look all over the world for small, independent labels that are definitely not in Ireland. Often, they aren't even in Europe yet. I like being able to assure the customer that a dress is a one-off, or from a really small collection," she said, adding: "It gives them confidence. They have something that is truly special." Alila specialises in high-octane occasionwear by designers such as Namrata Joshipura, OTT Funky Fabulous, Shecanko, Dawn Stretton and McGahon Millinery, but also stocks some jeans and casuals, as would befit a high-octane girl in her low-octane moments. She'd wear Koolaburra boots and jeans by Serfontaine, because they have X-Fit - the perfect lycra-to-cotton ratio. I can almost hear Elle Woods of Legally Blonde. "Vibrancy can be off-putting, but I can't sell black dresses here; people don't want them. I buy some black, but it is not a colour that you can feel fabulicious in," Ali told me, sagely. Ali prides herself on buying quality, highly crafted, well-cut, original pieces, which generally do not come cheap. However, there are silk tops for 99, prom dresses for 200 and full-length gowns for 295. All are low-volume, exclusive labels and not all are bling and young. Ali even has her shoes, by Suecomma Bonnie, customised to suit her stock. In such an emporium to glamour, you wouldn't expect social and environmental awareness to be part of the picture, but Ali tries to buy with an ethical consciousness, from labels such as Lotus London. "I have always asked labels about why their clothes are so cheap, where they are made, and whether they know about the working conditions there. It's as much to reassure me that I am not supporting something bad if I buy their stock," Ali told me. "There is a lot more awareness now about where fashion is coming from. People want to feel good on all levels when they buy."