From Diekirch To Luxembourg City: BIF Opens Its Second Boutique
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Time to read 2 min
The week has finally arrived: this Saturday, 28th February 2026, we’re opening the doors to our second physical boutique - this time in Luxembourg City. Here’s a little recap of everything you’ve asked us about, and how this new chapter of Buon Italian Fashion came to life.
When we first opened the doors to our boutique in Diekirch, Luxembourg, the idea of running a second store - let alone an online shop - never even crossed our minds. And yet, here we are.
From Italy To Luxembourg: Where It All Began
If we take it very literally (which we can do here), our story begins in 2002, when our founder, Iuliia Grinkiv, moved to Luxembourg. The Grand Duchy had many advantages, but an abundance of extraordinary Italian fashion boutiques was not one of them in the early 2000s.
So she did what any fashion lover would do (or so, she thought): she travelled. Her destination was always Italy, a country renowned for its elegant designs, high-quality fabrics, and impeccable craftsmanship, all of which are qualities that have remained at the heart of Buon Italian Fashion from day one.
Over time, friends began asking her to bring back pieces for them too. What started with a blouse here and a dress there soon turned into a small but profitable side hustle. The original “store location”? Her then eight-year-old daughter’s bedroom - rented out for commission, of course.
From Bedroom Side Hustle To Fashion Showroom
In 2011, that side hustle evolved into a full business with a private showroom for selected VIP clients. At the time, Iuliia’s eye for quality and her instinct for trends had already led her to work internationally as a Fashion Buyer for boutiques across the globe for a few years. The years that followed were marked by constant travel between Luxembourg and Italy.
In 2017, said daughter (that would be me) moved to London to study Fashion Journalism. For Iuliia, that meant having to add London to her continuous travel schedule. Then came 2020. Pandemic. Brexit. A shift in perspective.
I moved back to Luxembourg. Iuliia announced her “retirement” (her word, not mine).
The Bet That Changed Everything
For a few years, life looked different. I worked as a TV and radio journalist at RTL Lëtzebuerg, while my mother dedicated herself to renovation projects (some more necessary than others), creative side ventures, and well-deserved self-care. Then came the bet.
In 2023, she told her friends: if her dream location became available within a year, she would return to fashion buying and finally open the Italian fashion boutique everyone had been asking for.
She lost the bet.
And so, on 21st March 2024, Buon Italian Fashion officially opened its doors at 30, Grand Rue in Diekirch, Luxembourg.
One year later, I joined the business full-time. Since then, we’ve been running this little happy place with one clear goal: to make women feel confident and comfortable in exclusive, handpicked Italian styles that don’t break the bank.
In 2025, we launched our online shop, allowing customers across Luxembourg and other European countries to experience BIF beyond our physical boutique.
2026 marks a new chapter: we are expanding once again.
Our second boutique is opening in Luxembourg City, aka exactly where so many of you have asked us to be.
A New Chapter: Why We're Opening A Second Boutique
For those of you, who are from the Diekirch area: don’t worry! We’re not leaving Diekirch. We’re growing.
This new location simply gives you another way to discover our curated selection of Italian fashion in a space that reflects everything BIF stands for: craftsmanship, exclusivity, individuality, warmth, and personal connection.
Thank you for being part of our journey. We wouldn’t be here without you - and we cannot wait to welcome you to our new boutique at 19-25, rue des capucins in Luxembourg-City, this Saturday, 28th February 2026.
