Name:
Alexandra Lind Rose, Creative Director and Co- Founder ARMARIUM
How your clients refer to you:
Alex
Company:
Armarium
Contact info:
ARMARIUM – 1 East 52nd Street, New York, New York, website: www.armarium.com
How many years have you been in business in NYC?
Armarium has been in business for 1 year.
Formerly, I had my namesake ready-to-wear dress company, Alexandra Lind, from 1996 – 2003, and then relaunched the collection from 2008 – 2011. The collection was available in stores and specialty boutiques nationwide.
How did you get your start and what was your initial inspiration?
I started designing gowns when I was in high school growing up in New York City because there was a void in the market at that time for party dresses. After I closed my dress company, I conceptualized Armarium because I began to realize a shift in women’s buying habits. Through my background experience doing trunk shows nationwide and my made-to-measure private clientele, women were increasingly less interested in investing in statement dresses and high trend luxury items because of social media documenting. They were realizing that they were only able to wear these pieces once and therefore not a good investment.
What do you feel differentiates you from others in your field?
My background in designing luxury ready-to-wear and hands-on experience servicing private clientele gave me a great understanding of all body types so the Armarium assortment is based on 4 things: construction, proportion, on trend, and price. It has to answer all questions: Is it flattering on a particular body type? Is it well made, high quality? Is it on trend or timeless? Is the price fair?
What do you feel gives you longevity in this big city with so many options?
The best way to figure out what works best for you and your body type is to make enough mistakes to innately realized what works best.
Growing up in New York City allowed me the time to experiment with trends and also make many fashion mistakes. At Armarium, I always encourage our clients to listen to their intuition about what silhouette and color shades work best and what doesn’t. This applies to everyday clothes as well as selecting a statement piece for a one night only occasion.
How do you positively impact your clientele?
I always see the best qualities in women and focus on them when selecting looks for them.
I also listen to them: What is the event they are attending, location, weather, what shoes do they like to wear, what areas of their bodies do they not want to highlight, favorite colors, etc.
What is your favorite part of your job?
Meeting with clients and working with the luxury brands to select the seasons’ collections.
What is your favorite secret NYC spot?
I love Via Quadronno on East 73rd Street.
How do you benefit Mamas?
Every season, I select gowns and dresses from the luxury brands that can also work for a pregnant or nursing mothers figure. I recall when I was pregnant and postpartum, I chose either vintage couture pieces or dresses from luxury brands in larger sizes to accommodate my larger frame, and it worked out really well. This is a great rental category offering, since these piece are normally quite expensive at retail, and would typically be worn only once or twice during pregnancy. It is always a great mood uplifter for a pregnant or new mommy to feel extra beautiful.
What is the most memorable feedback a client has given you?
That she felt fantastic in the outfit we styled her in and it made her night!
What is the best advice anyone's ever given you? Or what is your "mantra" / words to live by?
Focus on your best qualities AND don’t take yourself too seriously!
As moms, the day can escape us, what is your best time-saving trick?
Ordering basic necessities online for home delivery! ☺
Name:
Trisha Gregory - CEO and Co-Founder, Armarium
How your clients refer to you:
Trisha
Company:
Armarium
How many years have you been in business in NYC?
Since November 2015
How did you get your start and what was your initial inspiration?
I had many social commitments and always on the hunt for the perfect look but the dresses I gravitated towards were more statement pieces - pieces I would only wear once and I didn’t necessarily want to invest in. My partner Alex had the same frustration and we saw an opportunity in the market and launched Armarium in November 2015.
What do you feel differentiates you from others in your field?
What sets Armarium from others in the field is the access to high end, statement fashion and accessories. We’re the only brand to bring this level of luxury to the shared economy. We currently offer fashion from more than 45 designers and the offering is continuously expanding - the support and interest from the industry has been incredibly positive.
Additionally, Armarium offers the services of an in-house stylist and the Style Brigade which is a network of more than 35 renowned stylists - our clients can hire the same stylists working with celebrities for red carpet appearances.
What do you feel gives you longevity in this big city with so many options?
The vast collection of highly curated designer collections and the level of stylists. We’re the only shared economy business model to offer avant garde fashion on loan - Mugler, Haider Ackermann, Christopher Kane to name a few, Armarium is like having access to your most stylish friend’s closet. And of course the Style Brigade - there is no other business model offering the option of hiring the world’s leading stylists.
How do you positively impact your clientele?
We solve a problem and makes things easier for our clients. Armarium acts as a personal shopper, editor and stylist - all available in the palm of your hands! Looking good and feeling good is the ultimate confident boost.
What is your favorite part of your job?
I love building something that is useful and problem solving to both the consumer and the brand. Partnering with global luxury brands to further disseminate their brand message is something I have always been passionate about; I love introducing our clients to new and existing brands and further educating them on high fashion through our platform.