By Suzanne Dowling
Most fashion designers start their own label after spending years in the fashion world.
UA graduate Lauren Leonard waited only two months.
Leonard had several job offers after graduating in December 2006, but she turned them down to pursue a request from her boss at The Shirt Shop in downtown Tuscaloosa, where she had worked throughout college.
“My boss asked me if I would design game day dresses,” she says.
“I thought I would work in New York for a while, then come back to start my own label.”
But Leonard took on the challenge and the game-day line was successful and the experience showed her she could really do her own clothing line full-time.
“It was a great microcosm for seeing the whole process and what it would be like. After that I knew I could do it.”
And The Leona Collection was born.
To sell her line, she went on the road showing her line to specialty boutiques throughout the Southeastern United States.
The tour was successful with 30 accounts acquired. However, Leonard though a website might be the most efficient way of reaching potential sellers.
“I realized that I couldn’t go everywhere, so I knew I needed to develop a website,” she said.
Unlike most websites that use e-commerce, Leonard’s website is used as more of an informational or marketing tool for her company.
“I’m a wholesaler, so my site allows reailers to online, view my products, then place their orders.
Although Leonard admits starting her business has been harder than she expected it would, she is pleased with the decision.
“I couldn’t be happier with anything other than what I’m pursuing right now,” she said.
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