Designers and merchants hope to make Main Street a fashion destination
(photo by Katie Moon, FIDAMO)
Arts and antiques. That’s what Zionsville is known for. Now, a small group of merchants and designers hope to be known for another thing – fashion.
Antonio Fermin, designer of bridal and special occasion gowns and co-owner of A Step Above Bridal, is internationally known with his bridal line in 13 countries. Fermin has appeared on national television with well-known celebrities and won many national awards, such as the bridals industry’s Award of Excellence twice. His path to Main Street was an unlikely one, starting out as an oncologist living in Spain. Twenty years ago, Fermin left medicine and began designing wedding gowns with no formal training. He later came to Indiana for a bridal trunk show and opened his shop in the Potpourri building in 2004.
He hopes Zionsville will one day be known as a fashion district but sees challenges ahead.
“We need to bring in more boutiques and raise awareness of what we have,” Fermin said. “People tell us we are the ‘best kept secret’ but that can be a two-edged sword. We don’t want to be a secret!”
Increasing advertising outside of town, cooperation and cross promoting with other businesses and having more shopping-focussed events downtown are some ideas to raise awareness.
Making it happen
Raising awareness to help Zionsville become recognized as a fashion district seems reachable when talking with passionate Nikki Blaine, owner of Nikki Blaine Couture. Starting out as an accountant for seven years at Quaker Oats and later obtaining a masters degree in entrepreneurship, Blaine has no formal fashion training. She is self taught and currently teaches designers at Harrison College in Indianapolis.
“I have developed my own process. It’s organic, unorthodox,” Blaine said while explaining her creative process which involves original designs and “repurposing” clothing.
Her unique approach and styles have won her national acclaim working on red carpet events. Blaine not only has energy and passion, but tangible ideas on how to put Zionsville on the map in the fashion world.
“Everybody loves Zionsville, but we need to create excitement,” Blaine said. “We need more street walks for merchants, something for shopping once a month that builds momentum that people want to be a part of.”
Blaine is putting her ideas into action this week by spearheading a new event downtown called the Zionsville Charming Details Shopping Experience on Thursday from 11 a.m. to 7 p.m.
Bringing more shoppers is one important element, another is networking with designers to bring a higher concentration of them to Zionsville through co-ops, similar to the art co-ops on Main Street where artists share the space and rotate shifts manning the shop.
“What Zionsville needs to be is a fashion destination. There needs to be a co-op opportunity for designers to afford the rent. I would love to convert (my shop) into a co-op,” Blaine said. “We need to build hype so (designers) can see the rewards and then they will jump on board.”
Finding a niche
Building excitement can help bring shoppers to town, but unique products and customer service will make them return.
“My first boss drilled into my head that customer service is number one before merchandise and advertising,” said Steve Schwartz, owner of Ballerinas and Bruisers. “It’s about building relationships.”
In the fashion industry since age 19, Schwartz began his career at Neiman Marcus in Beverly Hills as a wardrobe selector for television shows like “Dallas,” “Dynasty” and “Knots Landing.” In 2007, he opened his specialty shop for children’s clothing and finds his niche in one-of-a-kind merchandise.
“The name of the game is to find things that are unique, unusual, and not in other stores,” Schwartz said. “My main goal is to find manufacturers who are local, handmade, and promote small business.”
Looking ahead – fashion runway?
Carole Toole knows the importance of finding a niche in the fashion industry where designers abound. As a former teacher and new shop owner of Electric Image in Zionsville since November, she also is a newcomer as a fashion designer, launching her own line in 2011.
“I want to build a runway in my parking lot so we can have fashion shows in the spring and summer,” Toole said. “For Zionsville to become a fashion mecca, we (designers and merchants) need to have creative thinking and cooperation. And, it will take a lot of promoting.”
Creating new events around fashion in Zionsville is a common theme with those wanting to expand Zionsville’s fashion identity. Last summer, former advertising executive Lesley Hunt of Lesley Jane Boutique, got the ball rolling with Schwartz, after a discussion with Blaine, to plan Zionsville’s first Fashion Night Out, an international event with satellite locations throughout Indiana.
This year, she hopes to repeat and expand the event.
“We want to be one of the locations in Indiana. This year, we are starting now so Zionsville can be a destination,” Hunt said.
Time will tell if the passion of this former oncologist, accountant, teacher, television wardrobe consultant, and business woman will build Zionsville into a fashion mecca.
