fashionink
The Basics with Stacey Estrella

How do the creative assets manifest themselves?

SE: Through my designs and my ability to make them real. For example, my experience in pattern making, draping, and couture sewing enables me to better communicate my creative vision to sample makers and seamstresses.

These relationships, in turn, become a proprietary asset for the company. You need to cultivate important relationships based on mutual respect and integrity with the press, models, sample makers, and small production facilities.

Let's talk about the financial assets. What do you mean by that?

SE: Any business whether small or big makes money via clients or investors. In the early stages of a fashion company, you receive money from either or both. When you start a business, it's important not to make any decision out of desperation. You need "lead time" to be able to create a client base. So, you must go out to find investors.

What is your business philosophy?

SE: To always create as many strategic choices for my company as possible. For example, I raised money for my ready-to-wear line and doing that allowed a real opportunity for an expanded product mix, with my higher priced couture. This makes my investors feel more comfortable.

In Northern California where designers have an individualized sense of style rather than commercial, how do you balance the need to maintain that individuality against gaining media recognition?

SE: First, one shouldn't limit themselves to designs that are accessible to only a limited few. You need to know where your "bread and butter" comes from. (laughs) For example, I consider haute couture as "one of a kind" designs.

By definition, this is not sustainable on its own as a business model, so I consider it as part of my marketing expense. My business model seeks a balance between a collection that is "manufactured-to-inventory" and one that is "manufactured-to-order."