The StudioApril 8, 2018
My experience at Gravure By AtlanticMay 17, 2018
Finally being in my own space. My dream came true. While the excitement was kicking in, I started signing up to all the fashion events I could ever think of.
At first, I would travel once every few months and slowly it became once a week. I became addicted to all these shows and loved getting inspired by the talented designers. It’s amazing how the fashion industry can easily keep you busy by watching and attending monthly/weekly/daily shows.
I’ve slowly realized that all I had been doing was traveling and buying more and more stock to fill in my space. When the studio was full of dresses I couldn’t be happier, but within a few weeks I noticed something wasn’t feeling right.
I got so caught up with the traveling and getting to meet new designers that I wasn’t focusing on what I wanted for myself.
Do I want to sell other brands?! Or create my own brand?
By attending these shows I was buying and selling, which would make me a retailer, BUT not just any retailer.
I specialized in designer gowns and made sure to be exclusive in Montreal. This meant my boutique would be the only one selling that specific brand in Montreal,.
As well I always added my special touch to the client's dress during the fittings and alterations. During this process I've build a specific clientele.
I was very satisfied as to how far I got on my own and how much I've achieved and yet something inside me was telling me I could do better then being a retailer.
I slowly stopped purchasing from these brands and only attended the shows to get inspired.
"Get inspired but don’t shop”
It’s easy to say, but very hard to do. I slowly put my talent to use and understood that if I wanted to be a designer I would have to stay still for a while and work on my own designs. I started hiring full time Seasmstresses and began to give them pieces to work on.
I suddenly found myself living in fabric stores, literally. I went from one store to the next and felt amazing every time I found the right fabric.
My brain simply couldn't stop thinking of more and more designs.My imagination was endless.
While I went fabric shopping to find the very best fabric for my creations I would leave behind projects for my employees to create.
I could envision what that piece of fabric would become, but I had to keep in mind that my employees didn't always understand what I was trying to do with it. I had to find the proper way of expressing what I saw and imagined in my mind so they could reproduce what I envisioned.
It wasn't easy finding the proper staff and training them. It took a while until they understood me. Even with the perfect sketch it would take several samples to get to the perfect design. My favourite part has always been when I hand them over a project and they look at me saying "this will never come out", and not only does it come out perfectly, but it’s beyond beautiful.
And slowly slowly I created my own designs. Which turned into my own collection.
I switched my shop from off the rack to custom made designs only. I had no choice but to sell all the designer brands at 50-70% off to make space for my creations. Now, when you walk in the shop your only option is to purchase a “Margalit Azerad” dress or to place a custom made order.
I create daily inspiration and designs and the ideas are endless. But it’s the best feeling knowing you're heading the right path and doing what you truly love.