Presenting

58 | GRAVITAS MAGAZINE GravitasMag.com You launched a grass roots effort to build the Tracy Negoshian brand during the economic down turn. What did you do to stand out? I k new our brand had a similar look and feel to other designers but at about a third to half of the price point. I created a database and I marketed directly to those boutiques by mailing postcards. ey were geing a Lily Pulitzer dress for $300 and a Tracy Negoshian cost less than $150. Wholesalers loved it because they were still able to keep their doors open at a time when a lot of people weren't spending extra money on their wardrobes. How has your step dad helped with your business? I enjoy look ing at markets, business plans, and figuring out how to grow the company, but I have the creative mind as well. My step dad has successfully managed companies, so he was my sounding board when I got started. At the end of the day, we are tr ying to build a national brand. I've learned so much from him, in many respects, but especially in regard to business. What were some of the lessons that you learned as a business owner and as a designer that have helped you stay in the public eye? I think it's staying true to myself. I stay true to what I like in ever y collection. I'm a Florida- based designer and I'm tuned into our southeast buyers and clients. Wholesalers k now they can count on me for bold prints and colors. I'm not tr ying to be a runway fashion designer. I'm an ever yday, casual resort lifestyle brand. What is your signature color? Turquoise. It's in ever y collection. What is the biggest lesson you learned in your career? When I was work ing at Saks, I would have celebrity clients come in. When they tried things on, if it didn't appeal or it didn't look right on them, I was ver y honest. I always wanted people to be honest with me. It's about what's figure flaering and what looks good on them. I took it upon myself not just to be my clients' personal stylist but also, to become their friend. I think the real reason I reached a million dollar client book my first year at Saks is because I was always honest. Where does your inspiration come from? Ever y where! When travelling with my family, whether it's the tiles in a restaurant or the wrought-iron gates, I can find prints within any thing. How does being a female in the fashion industry give you insight into what other women want? I listen. I spend quite a bit of time in our stores and I work with my in-store stylists while they are work ing with clients. I listen to the feedback while women are tr ying things on. I tr y to provide garments that can flaer many figures. I'm oen criticized for doing sleeves in ever y collection, including summer. However, some of our target market, customers in their 50s and 60s, want their arms covered, whether they are outside or in a restaurant. What were some of the challenges you faced when you opened your own flagship store? Not being able to go aer an idea the moment it strikes is the biggest struggle for me. I have so many ideas for grow th but I'm tak ing it one step at a time and tr ying not to put too much risk out at once. We just finally opened our first purchase order for a handbag collection, something I've been work ing on for 2 years now. at is something that has been in the works for a long time and now that I have two flagship stores, with a third opening in Sarasota on St. A rmands Circle, the timing is ideal. What is your overall perspective of the fashion industry and how it has transformed over the years? I k now a lot of buyers are a bit timid buying online because they aren't able to touch and feel clothing. At the end of the day, women still like to touch and feel clothing as they tr y it on. ey like walk ing into a store with their girlfriends and having an associate who works for the brand and who understands which styles look good on which body ty pe. Who influenced your design style? I love Diane von Furstenberg and her stories, and how her brand, especially her iconic wrap dress, came about. She's ver y much about being a woman entrepreneur and k nowing , from the beginning , that 58 | GRAVITAS MAGAZINE GravitasMag.com Be smart. Be true and listen to yourself. Stand your ground for what you believe in. " "

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