Monaco-born lifestyle brand MyCrown Collection has opened its first boutique in the Principality, bringing together local design, fashion and interiors within Le Méridien Beach Plaza.
Created by Monaco entrepreneur Sophia Vaharis Tsouvelekakis, the brand is recognised for its crown emblem and its range of distinctive accessories, including its signature handbags. Until now, MyCrown Collection has largely been presented through events, collaborations and online sales; the new boutique gives the label its first permanent retail presence in Monaco.
The store also showcases a wider selection of fashion and lifestyle pieces, including furniture and furnishings by Ekle Monte-Carlo and clothing from several designers.
Its position inside Le Méridien Beach Plaza is a strategic one. Located close to the hotel’s reception and check-in area, the boutique is designed to catch the attention of arriving guests, offering them the opportunity to take home something created in — and closely associated with — Monaco.
A crown with a personal meaning
MyCrown Collection began during the first Covid lockdown, when Vaharis Tsouvelekakis started transforming her family’s old shirts, skirts, scarves and dresses into cushions, table linen and other decorative pieces.
The idea developed into a business focused on handcrafted accessories for homes and yachts, often produced using repurposed fabrics. According to the brand, the crown represents the value attached to cherished objects, people and shared memories rather than royalty alone.
The collection has since expanded considerably. Alongside its original homewares, it now includes handbags, sunglasses, jewellery, swimwear, scarves, tableware and other fashion and lifestyle accessories.
The new boutique reflects that evolution, presenting MyCrown Collection as the centrepiece of a broader Monaco-focused retail concept.
Sunglasses supporting the Princess Charlene Foundation
Among the pieces available are sunglasses from the Monaco by FAOS x MyCrown Collection collaboration, developed with the participation and support of Princess Charlene.
The collection features a crown-shaped detail and incorporates premium Zeiss lenses and internal anti-reflective coatings. A selection of the sunglasses was donated to the Princess Charlene of Monaco Foundation, while proceeds from the initiative support the Foundation’s work.
The collaboration closely connects MyCrown Collection’s defining symbol with Monaco and one of the Principality’s best-known charitable organisations.
A familiar figure in Monaco retail
While MyCrown Collection represents her own creative venture, Vaharis Tsouvelekakis is already a familiar figure within Monaco’s retail and business community through Brooks Brothers Monaco.
She has also played an active role in the Principality’s Greek community and has served as president of the Hellenic Community of Monaco.
The boutique at Le Méridien Beach Plaza now provides a prominent platform for her independently created brand, placing it directly before an international clientele looking for designs with a genuine connection to the Principality.
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Main photo credit: Cassandra Tanti
