My Week in Beulah – Niomi Smart

Who inspires you, from past or present, and why?

Audrey Hepburn. She had a chic and effortless style and was an incredible humanitarian; she worked with UNICEF for many years on some brilliant change-making projects which I think is a real inspiration.

If you could change your career to anything, regardless of skill or experience, what would you be?

This is such a tough one! But I love being outdoors and I’m always happiest amongst nature so I think I would be a conservationist of some kind. If it could involve travelling the world spreading the message about how important it is to look after the planet, then that’s even better. David Attenborough’s job would be amazing!

Niomi Smart wears Beulah LondonNiomi

Bipasha Green Floral Dress


What’s your greatest achievement in your career/business to date?

Publishing my cookbook, Eat Smart. I worked so hard on creating those recipes and was so happy to be able to inspire others to eat more consciously and really think about what they are putting in their bodies.

What is your favourite piece from our NEW SS19 collection?

The Indrina Blue Shadow Kimono Blouse and Idhika Blue Shadow Stretch Trouser. It’s actually not something I would usually go for, I love a floaty dress in the Summer, but this two piece really stands out to me. The kimono style top over the beautifully tailored trousers works so well, I just love it.


Niomi Smart Beulah London

Indrina Blue Shadow Kimono Blouse and Idhika Blue Shadow Stretch Trouser


Tell us about a favourite place.

Indonesia has to be my favourite place. I have been lucky enough to travel to various islands in Indonesia, and every time I fall in love with it. The people are so friendly and happy, it’s infectious. In Bali, I spent a lot of time speaking with one of the locals about natural medicine, which I was fascinated by. I’ve tried to adopt some of their practices of healing through herbs and natural remedies. It really is worth a try!

What do you think of what Beulah stands for and the work it does through the Beulah Trust?

It is so inspiring for a brand to be built on the basis of helping others. Beulah has many brilliant initiatives helping women’s lives for the better by opening up opportunities and allowing them to create a career out of new skillsets. It’s refreshing to find a brand with such transparency in their production and it makes the items of clothing feel so personal.


Niomi Smart wears Beulah London

Naomi Blush Stripe Long Frill Dress


If you could only choose one accessory to use for an entire year, what would you choose?

A basket bag. This may sound completely unglamorous but it’s so versatile. If looked after well, basket bags can last a lifetime and can be used for any occasion, time and time again. I use the bag casually during the day and dress it up in the evening, and I also use it when I’m grocery shopping to avoid using plastic bags.

Tell us your best kept secret for a Brunch spot in London?

Hally’s in Parsons Green. It’s an Aussie-style restaurant with a chilled out vibe, friendly staff, incredible food and a beautiful interior with white washed wood and fresh plants. They also have delicious plant-based food options. Just be prepared to queue for a table at the weekend!


Getha Orange Silk Wrap Blouse and Kanta Navy Oriental Wrap Skirt


How would your best friend describe you?

Loyal, reliable and a good listener.


Where do you look for fashion inspiration?

I attend most fashion weeks which is where I get most of my aspiration from the catwalks to street styles.


Niomi Smart wears Beulah LondonNiomi Smart wears Beulah London

Alisha Emerald Maxi Dress


Follow Niomi on Instagram and her website.

Photography by Antonia Penia.

My Week in Beulah – Niomi Smart