Designs on success for fashion business
Callecia Brown's designer garments are gaining national
attention thanks to her top-notch tailoring skills and flair for
individuality.
The fashion business - Callecia J Brown - was set up in 2004 and
works on two levels. "I take commissions for clients who want
one-off garments for special occasions, from weddings to award
ceremonies," explains Callecia. "I also design and make
'ready to wear' collections for independent shops and boutiques
around the country."
Classic style
Callecia has a background in fine art and studied fashion at the
Nottingham Trent University specialising in women's wear. She makes
all her garments in Nottingham and is very much influenced by the
spirit of the 1940s and Hollywood glamour. "After gaining my degree
I learnt traditional bespoke tailoring. I love creating something
special using innovative combinations of fabrics, designs and
tailoring that complement and use the body's natural form."
Although the business was growing through word of mouth,
Callecia wanted to give her marketing a boost and contacted EMB
Ltd, the leading enterprise and economic development company that
delivers a range of business improvement services for some
help. "I wanted the right marketing tools in place in order
for suppliers to take me seriously as a business.
"Attending trade shows is a must for a company like mine in
order to generate orders. To back up events like this I needed
business cards, work samples and a good website."
Teamwork
With her sights set on applying to the British Fashion Council to
take part in the New Generation Show, Callecia was also looking for
some funding to help her develop her work.
"EMB arranged a meeting with one of their Business Advisers and
although there was no funding available at that time, the meeting
was very useful," adds Callecia. "Together we identified an action
plan to give me more direction and help the business become more
productive. I was also linked into EMB's networking events
programme to get me meeting more potential customers and people who
could possible help me and the business."
When Callecia attended EMB's Lord Alan Sugar question and answer
session, where she not only picked up some top tips from Lord Sugar
but met a potential customer amongst the delegates. "It was a very
useful event for all sorts of reasons," she explains. "I realise
how important it is to network and you never know when you could
pick up potential business."
Raising awareness
Callecia's aim over the coming year is to increase the number of
shops she stocks and explore new opportunities to showcase her
innovative collection.
"I am in a good position to market the business and increasing
the number of shops that I stock will provide the funding I need to
produce a collection for the New Generation Show with the British
Fashion Council," she explains. "This is my ultimate
short-term goal and will bring my work to the attention of many
more potential clients. My Adviser has been great and I will
continue to work with EMB to make sure my business
develops."
Callecia's Top tips
• Don't undersell yourself
• Seek external, professional advice from organisations like
EMB
• Aim to compete on the same level as your competitors.
• Don't give up … it's the people who try that get success in the
end.