We were recently approached by the lovely team at Boots, Shoes & Fashion.com
to participate in interview about the growth of ROSAvelt.. Here it is!
Hi! My name is Sadia, founder of ROSAvelt. From a very young age I had a lot of interest in fabrics, colours and fashion; as a child, I used to design my own outfits and hand-sew doll outfits for my crafts homework.
I embarked on a career in Engineering and Investment banking, but it didn’t allow me to pursue my creative interest to the degree I wanted. However, I persevered, slowly working towards my goal and after years of background work, research and personal enthusiasm I was able to launch ROSAvelt in 2012.
ROSAvelt is an independent British clothing label established in 2012. What inspired you to start the business?
I feel that most retailors and even designers are easily going out to markets abroad, sourcing products in mass quantities and pushing them on to buyers well over 4 times a year on the name of "Fashion". Salaries unfortunately do not change with the same rate as does the fashion so consumers are left out of pocket with these ever changing looks & trends.
I researched the products which were loved by consumer's season after season, year after year - call it the "Wardrobe constants" if you will. These are the products which ROSAvelt specialises in. We want to bring ever green, all season boutique concepts so our customer make the most out of their money and wear an outfit with many seasons, holidays and parties to come.
Our dresses are classic, clean cut and tailored beautifully, with an added benefit of them being Limited Edition. Let me elaborate on the Limited Edition concept a little bit more; I once went to a wedding where 3 girls turned up wearing the very same electric blue dress which was retailed by a well-known high street clothing brand. Much to their annoyance of course, let’s face it – it’s hardly an ideal situation! So going completely against the mass production retail market out there, we are creating pieces in truly limited quantities using old school, traditional tailors. You'll never bump into someone wearing the same outfit at a party ever again.
Your limited edition women's clothing combines classic, contemporary and vintage influences. So, when designing your outfits do you go by popular styles, customer requests, your own preferences or bits of all those?
I follow and research all possible fashion events; red carpet looks, colours of the season, fashion run ways, Oscars, movies, all-time favourite fashion icons…you name it. Sometimes just a passing by bus with a massive promotional banner can give me an idea. My main source of inspiration is nature, which is why I used a lot of natural backgrounds in the photography and used real pictures with no air brushing of any sort.
My favourite dresses from your collection are all the floral printed silk dresses and the flower printed silk dress. What dress/outfit is proving popular amongst your customers this season?
Linda you certainly have a good taste! Indeed, our silk dresses
are proving quite popular - I like to call them our "Multi-tasking dresses" because they are made of pure silk, very lightweight for your holiday wardrobe, colourful for a summer party, barbeque or a wedding. We intentionally use pure silk to create these dresses because silk is natural fibre so it adjusts itself to your body temperature, unlike polyester which sticks to the body and works against its natural temperature. Also very popular is our handmade collection which required a lot of effort and precision.
Out of all the outfits in your collection, what has been (or is) your favourite?
I personally love our pure silk printed trousers. They are very versatile; easy wear yet luxurious for all season wardrobes, especially spring/summer. I like the comfortable, no fuss look which doesn’t require too much time but still look fashionable. Our silk printed trousers always receive many compliments and I wear them with our lace tops for work, casual T's for a holiday and with plain T shirts/cardigan for a day out.
What do you feel are the advantages of shopping for limited edition outfits?
I think it’s for women who do not wish to be consumed with the ever changing fashion industry. They want to own looks which they know they can safely wear for a few seasons for a few different occasions. Also, for women with certain taste who like the delicacy of pure silk, pure guipure lace, original jacquard and of course hand embroidery.
I've also a soft spot for your white embroidered crochet dress - it has a definite 60s wedding dress vibe to it - reminds me of the sort of thing that the young Twiggy would've worn! Which famous lady would you love to see strutting their stuff in one of your dresses?
I can see Olivia Palermo and Big Brother House’s Emma wearing it. This dress was in fact inspired by an Oscar after party look which caught my eye and I created a more "wearable" version of it.
I love the idea of the monthly competition on your website, "Face of ROSAvelt" giving customers the chance to appear on your website and could potentially get a chance to model for future collections. What were the reasons behind launching such an initiative?
We are a young company and really want to connect with our customers. I mentioned above that photography was real with no magic wand techniques of air brushing so it’s something we want to adhere to in our future shoot, therefore we want to find models from real life instead of professional models only. It’s a win- win situation both ways because it gives newcomers a chance to start their modelling career and it gives us a platform to connect with our customers and see how they wear our clothes. We are open to ideas and all ages are welcome to become Face of ROSAvelt.
Your collection is full of bright colours! My summer wardrobe seems to be leaning towards the bright citrus colours, intertwined with shades of blue and snatches of red, white & navy too! What colour(s) are you personally leaning towards this season?
Yellow! An all-time summer favourite! Yellow is a very safe summer hit almost every season and I love the Canary yellow Crochet dress
in our collection. Pink is another colour you can't go wrong with; it instantly lifts the mood. In fact, I was reading an article just the other day and one of the recommendations to enhance your mood is to wear bright colour outfits – I couldn’t agree more.
We also have some great new additions to our collection coming up soon so look out for Nautical dresses, Ceramic print silk and sequinned shift dress featured on our website in coming weeks.
Personal now - what outfits and shoes would you normally be found wearing?
In summer: Sandals, skirts and tops as casual and always a dress for some outing/formal event.
Winter: Velvet skirts, Cashmere clothing, boots/heels etc. This winter I teamed our hand embellished velvet skirts with some cashmere plain tops for evening outs and they gathered many compliments because they are so lightly embellished without overpowering the entire clean look.
Do you have any favourite shops or online sites? (apart from your own!)
I like Vivienne Westwood for her edgy looks, Marc Jacobs for his laid back approach and Jenny Peckham's styles.
What's next on your clothes/shoe wish list?
This summer I plan to experiment with many of ROSAvelt’s collection for nights out and work, I do however have a Burberry black handbag on my wish list at the moment.
Boots or Shoes? ( & Why?)
Boots - they are easy to run around in rainy London.
For more fantastic interviews and all things fashion, head over to the Boots, Shoes and Fashion blog