Chica isn't located in Soho, it's located in Spitalfields!
In any case, after many months of walking past this shop, I walked in, attracted by the sale sign and a pretty blue dress on the racks. The staff were nice and friendly, greeting all customers who walked in and were available but not stalker-ish (you know what I mean).
I ended up trying a couple of dresses from Ingénue, which turned out to be a diffusion line from Chica, intended for everyday wear, as opposed to the more glamorous party dresses that come from the main Chica range. As an aside, the Ingénue range includes the Pepita dress, the dress which very much resembles the navy blue Issa engagement dress worn by Kate Middleton.
Prices for Ingénue dresses start from £65. I bought two in small for half-price! As a bonus, the jersey dresses are easy to maintain, according to the sales stuff. Machine washable at 30 degrees and no need to iron. And, they're suitable for the office too. Just throw on a blazer and you're ready to tackle the world. When evening comes, take it off, throw on an accessory or two, change in some party shoes and you're off. read more