“...supreme power in the universe;...embodiment of the female energy of Siva having both beneficient and malevolent forms of the aspects”
(wordnet.princeton.edu/perl/webwn)

3. Slang
A. An attractive person
B. A woman
C. A sweetheart or darling
(The American Heritage® Dictionary of the English Language, Fourth Edition©)

DeviDoll is a boutique that offers chic, up-to-the minute fashion; pure, organic products for the body and exquisite soft furnishings for the home. It is also a boutique that only stocks things that, in some way, benefit this earth and its people.

The moment you choose something from DeviDoll’s collection you contribute to a wiser use of human and natural resources.
As we become a more ecologically and socially aware society, consumption, especially of luxury goods, has come under scrutiny. DeviDoll makes it clear that such scrutiny is often misplaced - the consumption of luxury need not be conspicuous, selfish, thoughtless or shallow. Quite the contrary.

At DeviDoll every label meets at least 1 of the following criteria: fabulous design OR made from pure ingredients OR exquisite tailoring OR made with beautiful fabrics OR hip, classic, directional. Actually, most labels meet at least 3 of these criteria, but anyway....

At DeviDoll every label meets at least 1 of the following criteria: made from organic fabric OR made from alternative fabric (including soya, hemp, bamboo, peace silk, modal and more) OR helps revive traditional handicraft among local populations OR especially benefits women and/or children OR made from vintage or repurposed materials.

DeviDoll aims to be more than a fashion boutique, though this is our first and foremost avatar. In seeking out and supporting designers/labels that meet our taste in fashion and share our ethics, we are an incubator. New designers are welcomed into lasting relationships that are mutually beneficial in the long term. It is not just a commercial partnership but a pact to, together, populate and nourish the ethical fashion ‘space’ so that qualifiers like ethical / eco / green / organic / fair-trade are no longer required when speaking of fashion.

The instinct to look good is in all of us. So is the instinct to do good. DeviDoll’s intention is to bring these two important impulses together - making it possible to look fabulous on the outside and feel spectacular on the inside, in one go.

Doing good by looking good - a whole new way to be fashion forward.