Look your best, dress for les
Do you want to look as though you have walked out of a glossy magazine?then try the pre-loved fashion route, writes
DESIGNER clothes, labels, exclusive fashion, the sort you see being strutted on the international haute couture ramps, are about as far removed from the lives of ordinary folk as glass is from diamonds.
“But that shouldn’t stop us dreaming about the idea of having beautiful clothes, exclusive perfumes and accessories,” says Patsi Abernathy, a former gardener-horticulturist, who has joined forces with a low-carb superstore owner, Robyn Webster, in a partnership venture aimed at making fairytale fashion and perfume statements a reality.
“We live in an age where buying good quality clothing, accessories and shoes, at affordable prices, is important,” says Abernethy, who makes her own fashion statement in bright and smiley colours – everything cheerful.
“The problem with these wonderful clothes,” she continues “is that they are often so distinctive that you cannot wear them more than once or twice. That also goes for accessories, bags, shoes and jewellery.”
It’s in this fashion label market that “50-something” business partners Abernethy and Webster have niched their entrepreneurial enterprise, offering “pre-loved” fashion items and branded perfumes to shoppers in a busy area of Durban North and beyond for a fraction of the original price tag.
A quick look around The Dress for Less outlet in Mackeurtan Avenue is a real treat for those wanting to look good, enjoy designer perfumes, and not have to spend a fortune.
It is a one-stop shop for women of all sizes and shapes.
The stylish displays, similar to any fashion tableau in an upmarket store, certainly tells you that there is real enjoyment going on here.
“Love it, love it,” says Abernethy from the top of a ladder where she is carefully placing a bright green scarf and hat with touches of pink and burnt orange silk thrown in for good measure.
Being “ruthlessly selective” about things that people want to sell is the key, they believe, to making their enterprise viable.
“Every day we go through several bags of merchandise, choosing only the best,” says Abernethy.
“We love pure good quality cotton fabrics, especially shirts, blouses and prefer to stay away from synthetics.
“There is always a market for these lines – a top quality ladies’ cotton top that would go for about R400 retail we can offer at a third of the price. The same goes for our ladies’ and men’s range of clearance perfumes.” fair price,” says Webster.
“Most people are happy with this arrangement. It’s certainly better than cluttering up your wardrobe with clothes you will never wear again.”
The fact that what they are doing is proving popular is not enough for these two enterprising women, who say that they’ve “only just begun” their journey of beautiful things.
“We started with clothes and accessories, but now we are expanding,” says Abernethy, who attributes her love of bright colours to the pre-restaurant days when she owned and ran a wholesale nursery “that was awash with brilliant colours”.
The evolving, nearly new venture includes a bright coral pink gift showcase that has everything from Victorian china to funky bracelets, ornaments and a display of colourful designer handbags and purses.
Also on the expansion list one day is being able to include men’s clothing.
“This will be something absolutely new for KZN,” says Webster. “There are quite a few fashion-conscious men out there. We certainly can’t wait to meet them.” lizclarke4@gmail.com