Haute on High
15 High Street Fremantle
West End
The other day I happened to be walking down High Street in Fremantle, Western Australia (Round House end) and I stumbled across a beautiful shop called “ Haute on High”. They specialise in “Couture by Elsa Lloyd” and “Ready to wear designed by her daughter Bernice Sara” as well as a selection of additional local and imported labels. After chatting to Elsa Lloyd about my studies she agreed to answer a few questions about “How she got started in the Fashion Industry”. If you haven’t already been to “Haute on High” do yourself a favour and go. I would also like to say a “Big Thank-you” to Elsa for taking the time out to inspire students wanting to get into the industry”.
When did you open the door?
'Haute on High' opened its doors on Wednesday 9th February 2011. I searched many areas before settling to this area of Perth. Once I decided to accept this location, many doors of opportunity opened.
Did you study fashion design? Well, that’s short and sweet, no! I'm self taught.
I raised 3 daughters and made our clothes. When the girls were in high school I designed and made their party dresses and ball gowns. Their friends then asked me to design gowns and party dresses, and eventually I was asked to design for weddings which lead to requests to have my own label. Asked often enough, you begin to think it may be something, so I then registered 'Elsa Couture'.
I had not decided to become involved in fashion as a younger person. It simply evolved raising my family. But I had a love of 'others' creativity, whether it be a dress or a piece of furniture or a sand castle. I loved beautiful fabrics whether it be for clothing or furnishings and spent many hours looking at fabrics.
What Challenges have you endured setting up “Haute on High”?
The greatest challenge becoming involved in starting a label is the finances required to start producing designs and the time it takes to correctly produce patterns and finding suitable manufacturers.
Inspiration is an ongoing part of my life. I eat, sleep designing. I sometimes pull over when driving and sketch what is in my mind and the same when going to sleep. Pencil and paper beside the bed, is the only way I can clear the mind to go to sleep.
Some of my designs are a 'one of' item. I travelled to several countries overseas and purchased fabric pieces which I produce into a single garment. Some of my designs are now manufactured in Asia as I found it impossible to produce the more involved pieces in Australia. I personally design and make the first sample and pattern and send it to the manufacturers. They copy the garment but sometimes it needs adjusting and sometimes remaking. It goes back and forth until corrected
We do you see yourself in 5 years time? I hope to have grown to a reputable boutique and have stores on the east coast of Australia.
How do you balance Family and work? Family and work life is moulded into one at the moment. Work does not end at closing of the boutique. I look forward to personal time in the future.
The End
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