This London-based boutique, founded by visionary entrepreneur Belma Gaudio, combines striking interior design with a carefully curated selection of fashion and home decor. More than just a retail space, KOIBIRD is a playground for style enthusiasts—a destination where creativity and self-expression take center stage. Gaudio, the creative mastermind behind KOIBIRD, has reimagined shopping as a thrilling journey of exploration, making every visit feel like a delightful discovery.
Gaudio’s fashion journey began in Kuwait, where her formative years were shaped by a bold and eclectic style scene. “I lived in Kuwait from the age of 10 to 16, during a time when trends like fuzzy crop tops and checkered miniskirts were all the rage,” she recalls. “Kuwaiti girls had an impeccable sense of style, always dressing to impress, even for casual outings. It was there I realised the power of dressing well was not just for others but for oneself.” This early exposure to fashion’s transformative potential left a lasting impression on Gaudio, shaping her approach to curating and crafting immersive fashion experiences.
The evolution of Middle Eastern fashion is something Gaudio has witnessed firsthand. “It’s amazing how traditional attire has evolved,” she notes. “Women now blend modern cuts, vibrant colours, and unique embellishments with their cultural heritage. Fashion in the Middle East is about finding a balance between tradition and modernity, and it’s exciting to see how local designers and fashionistas navigate this space.” This blend of tradition and contemporary style is a cornerstone of KOIBIRD’s philosophy.
Gaudio observes that Middle Eastern women are particularly bold in their fashion choices compared to other regions. “Middle Eastern women love fashion and are incredibly daring with their choices—experimenting with colour, embellishment, and bold silhouettes. This sense of adventure aligns perfectly with KOIBIRD’s mission to inspire fearless fashion. Our clients appreciate the uniqueness and the point of difference that our curated pieces offer.”
KOIBIRD’s inception was inspired by Gaudio’s passion for travel and discovery. “My travels have always been about exploring local boutiques and finding hidden gems,” she shares. “I wanted to bring that sense of discovery to London, where every visit to KOIBIRD feels like uncovering something new and exciting. We focus on sourcing brands that are not only stylish but also unique, ensuring our customers have access to pieces that stand out.”
Looking ahead, Gaudio is enthusiastic about the resurgence of independent boutiques. “I’m excited about the comeback of small, unique boutiques,” she says. “People are seeking more than just mass-produced items; they want engaging and personal shopping experiences. KOIBIRD is well-positioned to be part of this revival, both globally and in the Middle East. I hope to see more independent boutiques in the region offering a diverse range of choices and celebrating individuality.”
Gaudio’s journey from finance to fashion has been marked by a commitment to innovation and personal style. “After high school in Kuwait, I studied Finance in the US and worked at a hedge fund before venturing into fashion,” she explains. “Starting with my own label and then establishing KOIBIRD, I focused on brand research and curating a unique fashion mix. Fashion is about experimentation and building a strong sense of personal style, and that’s what I hope everyone experiences through KOIBIRD.”
In the evolving landscape of fashion, Gaudio envisions a future where thoughtful and intentional purchasing prevails over fleeting trends. “The trend is moving towards buying less but choosing items that truly resonate with you,” she explains. “Fashion should enhance our identity and be part of our personal growth. Each new item contributes to building ourselves and our image, which is why we continue to seek depth in our choices.”
As KOIBIRD continues to make its mark, Gaudio is giving boutique shopping a personal touch. “Independent boutiques are making a comeback,” she affirms. “Clients want more than just status symbols—they want options that reflect their individuality. KOIBIRD is excited to be part of this shift, offering a distinctive shopping experience both in London and beyond.”
