Today we’d like to introduce you to Heather Royal.
Hi Heather, we’d love for you to start by introducing yourself.
I’ve aways been a creative person and dreamt of a career in the arts since I was a kid. Then in high school I found part-time work at a bridal salon and fell in love with that world- it was higher stress and more emotionally charged than my tutoring job, but full of beauty, hope, excitement, ritual and tradition. The fast-paced, infectious environment hooked me, and fashion had already been in my orbit growing up watching runway shows on tv with my mom, a former model. I graduated Drexel University with a degree in Fashion Design and minors in Fine Art and Art History, still consulting and working as a seamstress at bridal boutiques through breaks, holidays and after graduation. Knowing I ultimately wanted to design under my own name, I registered an LLC shortly after college and did have a sprinkling of customers, but my earlier years in the industry were spent working for other luxury bridal brands in corporate, manufacturing, contract work or in some support capacity. Eventually I landed a role as Creative Director and Partner for a wholesale venture with a relatively successful 3 seasons of media exposure and global recognition. I discovered, however, that the commercialization process eroded the creative, and the partnership was a serious mismatch of character and objectives. After a short hiatus from that world, I returned to the bridal scene with intentions to only work under my name and focus on custom pieces.
Can you talk to us a bit about the challenges and lessons you’ve learned along the way. Looking back would you say it’s been easy or smooth in retrospect?
This definitely has been a bumpy road and a nonlinear one.
There’s been an evolution to how I wanted to represent myself in the industry, and I think that happened organically through trial and error and just recognizing over time what I enjoy, what aligns with my values, what allows me to still be engaged with the rest of my life and other pursuits. My original intentions were to become another big-name bridal and evening brand, but after testing out leading a slightly larger wholesale operation I found myself run ragged and disenchanted. I wouldn’t say it’s impossible, but I’d find it extremely challenging to become more corporate and commercialized and still maintain what I love about this work. I don’t want to find myself prioritizing a bottom line over craftsmanship, creativity and relationship-building, or to be pressured to maintain industry output standards and timelines. The market for bespoke is small though, and finding customers (or customers finding me) is it’s own challenge.
Given I want to settle into this smaller niche and the bespoke work comes at a premium, I recognize that my potential customer base is going to be limited. I don’t mind that, and I think the right clients will come to me if they can find me- but other side of that is I must have other income streams. That seems to be pretty standard for creative professionals, especially in this economy. It’s a balancing act, and depending on what projects I’ve taken on or life changes the weights can get heavier, but it’s still worth taking on.
And one more top-of-mind obstacle I am working on is rebuilding my network and connecting with the right clients. So much has changed with marketing from when I started to now, and I’ve been a bit resistant to broadening my social media footprint- I’m pretty exclusive to Instagram; I don’t want to puppet trends to gain notice but I do want to improve my visibility. I haven’t cracked the code yet there, but I am getting a plan together that will showcase what I offer and hopefully not get lost in a crowd of larger operations and mass-market brands with bigger budgets.
Thanks – so what else should our readers know about your work and what you’re currently focused on?
My brand today is mostly bespoke bridal wardrobe- gowns, separates and accessories. I also take on customizations and redesigns of existing gowns, refreshing family heirlooms or converting a wedding dress to a christening gown, etc. I love working with meaningful pieces and materials, extending the life of vintage fabrics and embellishment, and even in my custom work I aim to have as little waste as possible, using discontinued end cuts or repurposing and recycling where there is opportunity. I do everything from concept sketches to patterns and draping and then execution, collaborating with clients on their vision in a more direct and intimate setting, which isn’t really a model that can be scaled but is an exceedingly rewarding way for me to work. There’s a level of service and really seeing and knowing a client in bespoke design; it’s fun for me to help them build out their story, to create something one-of-a-kind that reflects who they are. One of my recent brides is a muralist and for her bodice I sourced three different laces resembling her floral pieces and referencing the birds featured on her save-the-dates. Another is a beach-lover and her dress was inspired by foam washed up on the sand with an embroidered belt in a rolling wave motif. I love weddings that are personal, with sentimental touches, and really enjoy my part integrating that into a bride’s fashion.
What I’m most proud of regarding this work is the trust established with my clients. Wedding planning should be exciting but is inevitably a stressful time, usually one of the first major collaborations and biggest short term spends for a couple, insecurities often surface and the pressure can bring out the worst in people. I want my contribution to be relaxing and affirming. I can tell when customers have looked forward to their fittings, knowing they’ll be in a space where they can take a breath from the more hectic side of planning- and that they trust me to help them feel like the best version of themself for one of the most memorable (and photographed, recorded) moments of their life.
We all have a different way of looking at and defining success. How do you define success?
Success for me revolves around agency and self-determination- having more freedom, controlling my working conditions, which projects I take on, remaining the person who sets the tone and direction of my brand… more commissions definitely, but also opportunities to collaborate with other artists and creative professionals in different spaces. Bridal is my home base but I look forward to connecting with kindred spirits on other projects where our visions align, like film or performance. And I’d like to be able to step back once in a while instead of operating on all cylinders most of the time, having the freedom for some distance so that I can experience more of the world and seek new avenues of inspiration.
Pricing:
- Full bespoke typically $6000+
Contact Info:
- Website: https://heatherroyal.com
- Instagram: @heatherroyal
