There are entire websites dedicated to the sartorial choices made on behalf of Britain's Prince George. No wonder, then, that the style dubbed "European posh" by a Durban mother is making waves on our shores. Marina Tapia Martinez launched Minimi Ateliar in June this year after spotting a gap in the local market following the birth of her first child last year. The Spanish globe-trotter moved from Switzerland to Durban with her South African husband when he received a job offer there."When I arrived last year, I was pregnant with my first child. I'd brought clothes for him, mostly 'borrowed' from family. It's a tradition in Spain to inherit baby clothing from your siblings, cousins and friends. I even had with me some of the clothes I'd worn as a baby. I couldn't find any styles I liked in Durban - classic lines common in southern Europe. Whenever I was strolling around with my baby, Raphaël, people would comment about his clothes."The international business administration graduate drew on her years of experience marketing for global brands."I did market research and realised that the market for children's clothing was 90% cheap and low quality, of average design. Another 5% was cool, trendily designed but of low quality. The last 5% was a mixture of trendy, cool and local, with items of medium to good quality."In all my research, not a single brand had a style that I could honestly define as 'European posh'."Tapia used social media to build a client database. At full price, a pair of 100% cotton baby booties goes for about R300; a ''Violeta" dress, matching bonnet and nappy cover set goes for R1300; and a unisex, Peter Pan-collared baby blouse that buttons up at the back sells for R700.''My clients know that they're investing in high quality and timeless style. The items are never going to be out of fashion and are meant to last generation after generation."Doting aunts and grandmothers are some of her best clients. Tapia sources most of her boutique's items from favourite Spanish labels."I import from brands that I've tested for quality on my own child. I source mainly from young designers who believe in craftsmanship, use proper fabric, and pay attention to detail."She plans to expand her private sales to Johannesburg and Cape Town next year.facebook.com/MinimiAtelier..