The Pink Pamper strikes in Dublin

One of the biggest British retail successes of the 1990s has been Space NK, the specialist cosmetics and skincare stores started by Belfast-born Nicky Kinnaird. Now with branches throughout London as well as several outlets in other English and Scottish cities, Space NK carries lots of unfamiliar brands and specialist products which are not available in more mainstream stores. Now something similar has opened on Dublin's South William Street, where Blueriu began trading last week.

Deriving the second part of its name from the Celtic goddess Eriu, the new shop is the brainchild of Irish-American Pat O'Brien, who for many years has worked as Lainey Keogh's agent selling her clothes internationally. Thanks to his extensive global travels, O'Brien has spotted the trend for niche retailing - other examples in this section of the market include the new Helena Rubinstein spa on New York's Spring Street and French cosmetics/skincare specialist Sephora. What marks Blueriu apart is the inclusion of additional elements. For instance, at the front of the South William Street premises is a fresh flower and plant outlet staffed by both a florist Dave Clancy and New York horticulturist Jennifer French.

Elsewhere, is a variety of items which, while highly covetable, do not fall into the cosmetics category - Jade Jagger's jewellery, impeccably cut T-shirts by James Perse of Los Angeles, Venetian glass hearts from Murano and Kate Erbe's fine voile shawls and bedspreads, into which dried flowers have been sewn. But the core of the business lies with beauty products, opening with a large area dedicated to perfumes. Many of these will be new to Irish consumers who may not yet know the sensory delights offered by companies such as Antonia's Flowers, Route du The, Aqua de Parma and L'Artisan Parfumeur. The biggest area is given over to skin and hair specialists like Kiehl's, Shu Uemura, Francois Nars, Chantecaille, Philosophy and Stilla. At the back of the shop are two rooms where luxury treatments will be on offer: Eve Lom facials; Elemis body therapies; Brazilian bikini waxes; and Dr Haushka facials. The most indulgent of all these services is called the Pink Pamper, in which a rose oil massage will be given on a bed strewn with rose petals, after which the client departs with a posy of fresh roses.

The shop's layout is such that customers are gradually led through the space by a path of blue lights set into the floor of wideplank walnut. Interspersed along the way is a section of fish tanks, the occupants of which co-ordinate with the products being sold in that part of the premises - purple fish for Chantacaille, black and white for Nars, white with black stripes for Philosophy and silver for Stila. The biggest tank of all, behind the main cash desk, contains a riotous burst of fish in all colours.

Given the uniformity of most mass-market cosmetics brands and their widespread presence in pharmacies and department stores, Blueriu provides a refreshing alternative for Irish consumers. Given the success shops of this ilk have enjoyed elsewhere, it certainly ought to find a ready market for the products on offer. If nothing else, the opportunity to be massaged on a bed of rose petals is hard to resist.