Damzels In This Dress

MODW: "Has it been a rocky road for you two to launch this business? If so in what ways?"

Damzels: "Damzels in this Dress, our clothing line, began very organically. It started small, about 15 years ago,and gradually grew. We were young when we started designing and selling the brand so we had endless enthusiasm and we were fortunate because our line took off right from the start. But of course, starting your own business is always a challenge, and there are plenty of obstacles to overcome along the way."

MODW: "Are you both surprised that you've ended up here, or is it the realization of a dream come true."

Damzels: "Opening the store, Doll Factory by Damzels in November of 2006 is both a surprise,and the realization of a dream come true. As designers and wholesalers for years, we had always discussed the possibility of opening a boutique. But it was always just that, a discussion. When we found the space at 1122 Queen E., we knew it had to be ours, and finally, our years of "maybe we should" turned into, "lets go for it".

MODW: "What do you think about the idea of women having it all these days? Work. Great Sex. Great Relationships. Is achieving that as important to you has building a great business?"

Damzels: "When we first started our business, we worked six days a week. Now that we're established, having a life outside our careers is definitely key. We feel that its important to have a good balance, a happy life outside of work, makes coming to work a pleasure as well."

MODW: "At it's best, what do you think the world of fashion is telling modern women right now?"

Damzels: "Dress up. Have fun. Show off. You deserve it. You've worked for it and you've earned it. Enjoy."

MODW: "On the other hand, are there certain messages coming from fashion land that you don't like and therefore ignore when it comes to stocking your store?"

Damzels: "Our store is fun and flirtatious, with a very strong girly rock and roll flavor.(we like to call it "girly rock and roll retail heaven"). Therefore, when we're making purchases for the store, that stays top of mind. We have a great variety of sexy dresses, lots with a strong vintage vibe, and pin up girl flair. We make our buying decisions by going with brands that fit in with the stores identity and our customers lifestyle."

MODW: "What has running a business taught you the most about people?"

Damzels: Its really interesting to get to know all the different people who come into the store. We've had the opportunity to meet so many awesome folks who are involved with amazing things. And Leslieville has such a great sense of community, its a pleasure to be a part of that."

MODW: "What's has it taught you about yourselves - both good and bad?"

Damzels: "That we are determined. When we make a decision to do something, we do it. No matter what. And in this industry, determination, drive, and desire are half the battle. We've also learned that we work best when we set goals, be it 6 months down the road, or right around the corner; meet deadlines offer benchmarks of accomplishment."

MODW: "Who are the female role models who have inspired you?"

Damzels: "Any woman who has made a decision to strive towards a goal, create her own destiny, follow her dreams inspires us. It reminds us that its truly something special to focus on a career path that doesn't feel like a 'job'. We love the work that we do and are truly fortunate to be able to do it."

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www.damzels.com