London Eye

1. In a retail landscape populated by mega-labels, it's refreshing to find an under-theradar gem like Maria Grachvogel, who opened her eponymous shop in the fashionable nightsbridge area of London six years ago (162 Sloane Street; 011-44-20-7245-9331; www.mariagrachvogel.com). The designer has a fiercely loyal following among women of style who don't want their frocks' provenance fingered by other fashionistas at 50 paces.

2. Her showstopping evening gowns and sexy cocktail dresses transcend trendy. ''It's more about understanding women's bodies and making them feel fabulous about themselves,'' the designer says. This satin crepe dress is about $1,380 at the shop.

3. A connoisseur of beautiful craftsmanship, she relishes the vintage offerings at Virginia, in Holland Park (98 Portland Road; 011-44-20-7727-9908): ''I've seen fabulous coats from Poiret, gorgeous hand-stitched satin nightgowns from the '30s and wonderful ostrich-feather fans.''

4. Grachvogel hand-painted the design of this silk tunic, which is $2,022 at her shop.

5. In-the-know fashion folk skip London's hotels for the serviced apartments at Phoenix House, located around the corner from Grachvogel's shop (1 Wilbraham Place, Sloane Street; 011-44-20- 7259-8222; www.chevalgroup.com; from $2,207 per week). ''The rooms are modern and luxurious but very homey, with full kitchens. And I love Le Cercle, the French restaurant and bar downstairs.''

6. The designer has been to the ''Golden Age of Couture'' exhibition at the Victoria and Albert Museum three times since it opened in September. ''In couture, the garment is as exquisite on the inside as it is on the outside. That's really important to me.'' The show runs through Jan. 6 (www.vam.ac.uk).

7. When it comes to accessories, Grachvogel, who lives in Marylebone, doesn't stray far. She has her eye on this 18-karat gold necklace ($4,471 ) by SHO at Kabiri (37 Marylebone High Street; 011-44-20-7224-1808 ; www.kabiri.co.uk).

8. She's obsessed with the grilled turbot at Scott's, the beau monde haunt in Mayfair, where she likes to sit at the dramatic oyster bar: ''It's superglam, and great for people-watching'' (20 Mount Street; 011-44-20-7495-7309; entrees from $32 to $81 ).

9. The designer introduced the barman at Claridge's clubby Fumoir bar to her favorite drink, a passion-fruit caipirinha. The Grachvogel is now on the permanent cocktail list (Brook Street; 011-44-20-7629-8860; www.claridges.co.uk).

10. For cutting-edge design, Grachvogel heads to Mint (70 Wigmore Street; 011-44-20-7224-4406; www.mintshop.co.uk). She loves this ''odd and amusing'' brass sculpture ($3,150) by Stephen Johnson.

11. Daunt Books is a dream for a bibliophile like Grachvogel: ''Call me old-fashioned, but I can't bear the thought of ordering books on the Internet'' (83 Marylebone High Street; 011-44-20-7224-2295; www.dauntbooks.co.uk).

12. Whenever she can, she indulges in the stress-relieving Made to Measure massage ($172 ) at the Ritual Rooms day spa (13 New Quebec Street; 011-44-8700-855-066 ; ww.ritualrooms.com): ''After a long week, there's nothing more luxurious.''