About us

I created LoveIt to make it easy for women like me to look attractive and feel confident... 

The story behind the LoveIt Brand

At 5'1 with curves, I've never been able to walk into a shop and buy clothes that made me look good because I'm not a standard size. I tried buying clothes and having them altered but realised that whether you're short or tall, clothes that aren't designed for our vertical proportions make us look fat and old!

Now I'm in my early 50's, but look much younger. That's because I choose a LoveIt style that's designed for my shape and then I use our 'Customize Service' to tweak the fit to make it perfect for me from top to toe. I use it to order the colours I love too!

Over the past decade I've helped thousands of women achieve the same results! If you want to look younger and feel confident about your body, you'll love shopping with us. Here's why...

Our styles are designed to help reverse the visual signs of aging and make you look great as you ride the hormonal rollercoaster of life after 30!

We offer our customers much more than the typical DIY fast fashion shopping experience because we know many women over 30 don't know what clothes make them look great. And...

Tobey Hill

I am complimented all the time!!

LoveIt and Catherine give the best shopping experience. Catherine takes the time to show you how clothes fit you best and what styles accentuate the best parts of your figure. I came to her after seeing how amazing the professional women she dressed looked - style, colors, patterns. She made the trying-on experience very fun, and I now know what the right 'fit' is for me. I have bought many dresses, skirts, tops, and even the best cargo pants ever. Everything washes nicely - and I am complimented on my professional and casual clothes all the time. You will LoveIT!

The last thing we want to do is to sell you a frock that isn't going to make you look and feel fabulous. That's why we also offer a range of styling services designed to educate and help you buy clothes that make you feel confident, empowered and beautiful!

When you look good you will navigate the swings and roundabouts of hormonal shifts, weight gain/loss, and aging, with ease. That said...

Our shopping experience isn't for everyone. If you want a quick fix of the latest trends you won't find them here!

Our shopping experience isn't for everyone. If you want a quick fix of the latest trends you won't find them here!

In fact, when you shop with us, you should expect that you may sometimes have a short wait for what you want. That's because we can customize the details that make the difference between you looking old or younger, fat or slim, frumpy or stylish. We guarantee the result is worth it!

Check out our customers below and you will see what I mean. Whether you are 30 or over 60 the result will be the same...

The Benefits

Our clothes Make you look younger

That's because we are perfectionists about colour and fit. With over 10 years of experience designing clothes for women over 30 we know it's the small detail that makes ALL the difference!

We would rather sell you one outfit that makes you look and feel amazing than a bunch of clothes that don't. That's because...

I know from personal experience that looking fat, frumpy or old can make us feel self-conscious, insecure, anxious and stressed. That's why...

When you shop with us you can expect to be talked out of buying clothes that don't do amazing things for your body!

Muktaa Arya

An amazing place for dresses!

An amazing place for dresses that not only suit my body type but are also beautiful, trendy, and absolutely lovable. I like the fact that Catherine will not allow me to buy clothes that do not suit me!

What you can expect is a fun and inspirational adventure that shows you how easy it is to look your best. When you own the right clothes there is no need to spend hours getting ready. You will be able to 'throw' something on and walk out the door feeling confident. And...

It goes without saying that the right clothes are super comfy and easy to care for. You can wear our clothes straight out of your suitcase. In fact, you can throw your iron away!

I designed the LoveIt shopping experience based on my idea of what a dream outcome should be for women like me. If you want to feel respected and treated as an individual instead of a mass market, this is the shopping experience for you...

Sheila Partrat

Catherine and the LoveIt team bring styling and clothes shopping to a new level

Catherine only creates beautiful and practical clothes for the modern and demanding woman who expects comfort and style. She ensures that women leave her space feeling and looking great, exactly as they are now, and suggests pieces that one would never think of, thus gently and professionally pushing out my boundaries into gorgeous new territories. Catherine and LoveIt is a 5-star discovery that upgrades your quality of life!

Case Study

Let me illustrate the difference in results when you shop with us...

Meet Peta-Rene, one of our wonderful customers. She is a US Size 14 and has a typical 'apple' shape with a 'FF' cup bust and a tummy... 

LoveIt Model Peta-Rene

Below is Peta-Rene wearing two different dresses. Both dresses are beautiful but only one of them looks AMAZING on her. The other one...well! We'll let you be the judge...

There's nothing wrong with looking frumpy and unstylish if that's what you desire. But...

That's definitely NOT what we do here!

LoveIt A-Line Wrap Dress

What do I think about this look?

LoveIt Wrap Dress with Side Ruche WR-4-D-S-PJ

What about now?

Why Shop With Us?

The problem for many women over 30 is they don't know what to wear as their body shape changes. Sooner or later we all get jiggle, muffin tops, loose tummy skin, fat wings or a layer of soft downy skin that most of us (myself included) want to hide...

DIY hiding is great if you want to look older and frumpy. But that's not what our customers want!

Think about it this way...If you wouldn't cut your hair by yourself and expect to be ecstatic with the result, why try and work out what to wear as your shape changes if you're not an expert? Why not give your body the same amount of attention to detail as you give your hair? We guarantee you'll love the result. That's because...

Nothing gives you a better and more enduring natural dopamine hit than looking in the mirror each day with a smile on your face! A fantastic haircut is great, but it won't give you the same long lasting high that wearing the right clothes will!

If you're a confident shopper you can shop with us online or in-store just like you would anywhere else. But if you want to look younger, slimmer or simply your best self...

You might like to take advantage of our style and fit services too! That's what most of our customers do! And...

You won't find our unique combination of clothes, customizing and styling services anywhere else. It's the reason women over 30 love shopping with us!

Are you ready to explore more?

Monica Stroehle


Thank you sooooo much for your friendship, patience, and wise counsel. For guiding me through this fun and empowering journey of understanding, appreciating and sharing my uniqueness and beauty and (re)claiming the confidence to shine. Really love who you are and what you offer to others...

Monica Stroehle

Our Products & Services


Instant gratification for women in standard sizes

  • Shop online 24 x 7
  • Shop In-Store
  • Sizes XXS to Plus-Size USA 20
  • Maternity Friendly 

Bespoke tailoring with designs exclusively for you

  • Wedding/Bridal Party Gowns
  • Special Occasion Gowns
  • Graduation/Prom Dresses
  • Cheongsam & Qipao
  • Tailored Linen & Silk Suits

Nail the Basics

HK $


1 Hour

  • Understanding my proportions
  • The basics of balancing my shape
  • Bra essentials I need to know
  • Colours basics to make me look FAB
Lookin' Good 3

Get-Fitted Masterclass Series

HK $


2 x 3 Hours

  • Lookin' Good 1 & 2 plus...
  • Mastering colour and style combos
  • Shoes and accessories
  • Wardrobe review - keep, mend, gift
Transformation 1

Weight Loss Goal

HK $



  • Everything in Lookin' Good 1 & 2
  • Measurements & Size Goal Setting
  • Monthly Progress Measurements
  • HK $5,200 LoveIt Voucher at Goal
  • HK $500 LoveIt Bonus Voucher*
transformation 3

Weight Loss Goal

HK $



  • Lookin' Good 1 & 2 plus...
  • Measurements & Size Goal Setting
  • Monthly Progress Measurements
  • HK $12,600 LoveIt Voucher at Goal
  • HK $1,500 LoveIt Bonus Voucher*
'new' me package 1

It's Time to Shine

HK $



  • Everything in Lookin' Good 1 & 2
  • HK $2,200 LoveIt Photoshoot*
  • HK $3000 LoveIt Voucher*

It's Time to Shine

HK $



  • Lookin' Good 1 & 2 plus...
  • HK $2,200 LoveIt Photoshoot
  • HK $9500 LoveIt Voucher*
  • HK $1000 LoveIt Bonus Voucher*



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