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Queen of Clubs “It is exclusive but then like anything in


life if something is difficult to obtain then it
has value,” explains Yoozooph. “London is
finite for this type of thing. There’s a pool
to muddy the waters somewhat, which is
always effective.”
Looking ahead to the rest of 2010,
Yoozooph is planning his second annual
another way to put it, but the good thing is
that businesses that emerge out the other
end still standing are much stronger.”
Jalouse then, is a showgirl-style club
of about 3,000 people who all the high-end international tour, taking Jalouse to the with that rarest of combinations – beauty
In the 18 months since it first pulled back the velvet rope, private members’ clubs want to access. If Cannes Film Festival, Greece, St Tropez and brains. H
Jalouse has established itself as one of London’s top ten in you know the key opinion-formers in town and Ibiza to cement his brand with the
clubland’s Premier League, says Georgina Wilson-Powell then you will know one of the founding international jet-set. He’s also looking at
members and, by extension, us. If you don’t opening the first Jalouse outside the UK,
know one of the founders, then you aren’t “Wealthy people, wherever they are,
Mickey Rourke has tussled with “Ten years ago you wouldn’t have moving in the right circles.” have certain things that they like doing,
blonde beauties here. Leonardo DiCaprio had table service in a club but people’s The club was named ‘Best New Club’ at which are universal,” he explains. “The last
is a regular when he’s in town and has tastes have evolved and they want to sit in the London Bar and Club Awards last year year has been challenging, fun would be
got cosy with Sienna Miller here. Jenson comfort in beautiful surroundings. The and even though it is only open four nights
Button celebrated his Formula 1 win here. decor has to reflect your clientele. We want a week (it’s available to hire the rest of the
London’s bold and the beautiful have people to recognise they are in luxurious week), it hasn’t been shy of attracting the
flocked to private members’ club Jalouse, in surroundings and act accordingly.” column inches in the press.
Mayfair, since it opened in October 2008. These luxurious surroundings include “It’s been great to see that Jalouse is a Aura
Jalouse’s founders, one of whom is Moruf a space-age DJ booth custom-made out of firm favourite with the really high-profile Aura, one of London’s top members’
Yoozooph, set up shop behind a neon-lit a carbon composite and a heart-stopping, celebrities. People like Leonardo DiCaprio clubs, reopened under new ownership
doorway in Hanover Square. With an showpiece ceiling. It was designed and don’t just come once, but often, when in September last year. Situated on the
executed by award-winning interior they’re in town, which means we must be prestigious St James’s Street, Aura’s
enviable contacts book, Yoozooph realised
established location is complemented
at university that social networking, the old- designer Mark Humphrey, who has created doing something right,” says Yoozooph. by its sleek, sophisticated interior and
fashioned way, is what he was born to do. spaces for people as varied as Ringo Starr Although there is a raft of luxury private innovative cocktail menu.
The belle monde clearly know a good and Lakshmi Mittal. members’ clubs in London, from Movida to Aura successfully launched its Hedge
thing when they see it. Jalouse could rival Just as important to Yoozooph as Maddox, Boujis to Bungalow 8, Yoozooph Luxx Fund Membership card this February
Last month saw the opening of with 275 founding members from the
the bright young things that trip through its the fittings and fixtures are the founder explains, for Jalouse, it is a balance between
London’s newest boutique club – Luxx. hedge fund community.
doors with its stunningly inventive and sleek members of which there are about 500 at not wanting to deviate too much from the Located at 3 New Burlington Street, As well as exclusive membership
design, which was created with one thing in Jalouse, (it currently has approximately script in terms of music and atmosphere Luxx showcases a spectacular glass parties, the card is linked with Hedge
mind – it’s all about being seen. A variety of 1,500 members in total). and wanting to stand out from the crowd. runway of coloured lights, which Fund Net allowing the cardholders
multi-level areas guarantees even non-VIP “A successful club has the right “London has had six high-end clubs stretches through the front to the back discounts in the corporate, leisure
of the club. 1980s-inspired black lacquer and lifestyle sectors. It’s already met
members visibility when they splash the
cash. Jalouse is an attention-seeking show-
demographic of people. If it is mixed
correctly you’ll have a great atmosphere “ A successful club has open in the last 12 months, which is highly
unusual, especially with such an adverse
walls are embedded with coloured
strips of red, yellow and green LED
with some welcoming hands, with one
member spending £44,000 in one night
off of a club – and it works wonderfully. and that’s what people remember and that’s the right demographics. economic climate,” explains Yoozooph. lights, while outside there is a private, last month.
“I wanted to build a club that emulated what keeps them coming back,” he says. If done correctly you’ll “Having that many players in a small walled garden. General manager, If you’re interested in finding out
the customer base of the 21st century and The club’s founding members have market has meant that everyone has had to Andreas Jansson, previously bar how you can become a member,
trends in design and human behaviour. The their roots in London’s creative industries have a great atmosphere work a lot harder to stand out and attract
manager at Cuckoo Club, oversees the email ‘Aura’ in the subject line to
eclectic cocktail list, which is seasonal info@hedgefundclub.co.uk.
flow of the rooms is very important – today’s – from rock stars to fashion designers, and that’s what people the right crowd, which I think we have with Italian influences. Salute! ■■ 48-49 St James’s Street, SW1
customer likes to spend money and wants to socialites and singers – guaranteeing Jalouse done. For our birthday last year we hired ■■ 3 New Burlington Street, W1 ■■ 020 7499 9999
be seen to do so, so I wanted somewhere that a star power in pulling the A-list and the
remember and that’s what international DJ Bob Sinclar, who has a ■■ luxx-london.com ■■ the-aura.com

allowed that to happen naturally,” he says. paparazzi to its doors. keeps them coming back ” fantastic reputation and who managed

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