Who spends pounds 500 on clothes in a day?: Julie Vogel

It's what they call in the rag trade 'a madame shop', mecca for mother-of-the-brides, brimming with day suits, slacks and smart separates with labels that sound like Ungaro but which are spelt Unegarro.

Julie Vogel, who deals in antiques, has been coming to Roja's in St John's Wood for 20 years, not every Saturday but almost.' They always have something a little bit special'. She selects a printed sarong dress by Guy Laroche Alternatives for pounds 235. 'It goes with your shoes, ' says Mrs Lipton, an assistant, helpfully.

A hand bag is proffered, she tries it out for effect in the mirror, she fixes her hair.

She is careful about what she buys. 'I like nice quality and a good French or Italian label but I don't go for status symbols. I wouldn't want to be seen wearing last year's Valentino or Chanel, people can recognise that. I wouldn't want to look overdressed, I just want to look interesting.

'Some prices do frighten me but my friends might buy cheaper things but often they only last until the first visit to the cleaners.'

The voice of her mother does however haunt her. 'I can still hear her saying 'it's ridiculous what you spend on clothes.'

Another outfit catches her eye, a jacket for pounds 199 which would go so well with a denim skirt for pounds 102, and the t-shirt at pounds 45 would finish it off nicely.

But she hears her mother's voice and plumps for the dress only. 'I think you look marvellous,' says Mrs Lipton.

(Photograph omitted)