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From Boocom To Bohinc

Fashion Inc.

by Lauren Goldstein Crowe
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Nov 05 2007 12:00am EDT

From Boo.com to Bohinc

What do you do when the over hyped website you were building goes bust, leaving you with a couple million in the bank? Back at artist working in one of the oldest arts of the world. Ernst Malmsten, founder of Boo.com, is now the Executive Chairman of Lara Bohinc. (He also runs a seldom talked about brand consultancy called redgreenzebra.) He's having more luck in the old arts. Bohinc is a jeweler who consults for Cartier and also has her own line. Her designs translated neatly to handbags and stand out from the usual Balenciaga/Gucci/Prada offerings. (I saw them on the arm of many an it girl during fashion week.) Now, with the help of Malmsten she has just launched fine jewelry at Harrods and is opening a store on Sloane Street in January. Her collection of bags and costume jewelry is available at Net-a-Porter.

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