Skirting the stores: 
Women execs embrace home-based clothes shop

November 19, 2004 
By SOFIA KOSMETATOS,
Daily Record Business Writer 

Wardrobe consultant operates out of her basement.

Shopping with personal wardrobe consultant Salli J. Ward is an intimate affair.
 Salli Ward sells clothes out of her Owings Mills home for North Carolina-based Tanner Cos., which makes two private label lines of clothing for women: Doncaster, and élana, a collection for full-figured women. Photo by Max Franz 

There are no crowds, no lines at the register and 
no parking hassles. Instead, there is light music, a cozy 
basement and one-on-one attention.

Many of Ward’s clients, including time-crunched 
professional women, prefer it that way.

“It’s certainly convenient,” said Cynthia A. Berman, a commercial real estate attorney and principal with Kramon & Graham P.A., a Baltimore City law firm. Berman met Ward through a fundraiser last year for the Baltimore chapter of Commercial Real Estate Women, of which Berman is president.

 “I don’t have time to shop on a regular basis,” and shopping on her own is “hit or miss,” said Berman, who bought clothes during the fundraiser and has since returned to Ward for more items.

Tanner is one of a few companies that offer high-end, private-label clothes through home-based wardrobe consultants. Others include the Carlisle Collection and the Worth Collection Ltd., both based in New York City.

Booming Business 
Ward, a former elementary school teacher in Illinois, said she started selling Doncaster clothes in 1990 because she loved the clothes, not because she needed the extra money. At the time, her husband Bill was a senior vice president with a large insurance company.

Nearly 15 years later, Ward’s second career is booming.

She sells about $200,000 in clothes annually, making her the No. 1 Doncaster representative in the Baltimore area and among the top 40 in the nation. Tanner has about 1,200 reps nationwide. Ward declined to reveal her income, but said it is commission-based.

She has about 200 active clients who vary in age from 20-something to 90-something. Their occupations are diverse, but about 40 percent are executives like Berman. Ward is actively pursuing this demographic through referrals and presentations in corporate offices.

How much Ward’s clients spend also varies. It could be as little as $65 for a scarf or other accessory or as much as $6,000 to $7,000 per visit. On average, though, clients spend about $1,000 each, she said.

Ward’s busiest days revolve around four trunk shows — fashion shows that let clients check out the clothes firsthand — per year for the fall, fall/holiday, spring and spring/summer lines, before which she calls clients to schedule personal appointments.

The appointments usually run an hour or less, during which Ward encourages customers to touch and try on samples.

She studies new clients meticulously, quizzing them about the types of clothes they find most comfortable and the fabrics and styles they prefer.

For returning clients, a file with swatches of fabric from previous purchases helps ensure that new purchases complement previous ones.

Because the clothes are an investment (blazers can be several hundred dollars, for example), Ward aims to provide customers with clothes they will wear over and over.

“I try to educate them on cost per wear,” she said.

Ward might compare prices of less expensive Doncaster designs with similar ones by Chanel, Valentino and other designers to show value.

Worth the Price
For Baltimore County-based interior designer Lindsay Flower, the price is worth it.

“My budget doesn’t go quite as far [as in department stores] when I spend it on Salli’s clothing but those are the pieces that I feel more comfortable in, more powerful in,” she said.

Style is important, too. The clothes “are different and unique and show quality without being ostentatious,” Flower said, an impression that is important in both her business and for other women executives.

Personal attention and convenience have kept Flower a loyal customer of Ward’s since 1997.

Flower recalled a dry cleaning disaster that ruined a pair of her Doncaster pants. Ward called Tanner to see if they could help salvage the pants, and when the company could not, Ward gave Flower a generous discount on another pair.

“She took care of that so I didn’t have to,” Flower said.

While Ward has no formal schooling in fashion or design, she has gone through training with Tanner Cos.

Seasonal meetings and avid fashion magazine reading as well as trips to New York City keep her informed about the latest trends and tips, which she will often pass on to customers in a bi-monthly e-mail newsletter.

She networks through word-of-mouth and membership in about 10 organizations, including Business Networking International, Baltimore Symphony Associates, Executive Women’s Network/Women’s Leadership Alliance and the National Association of Women Business Owners.
Mark Your Calendars!
NEXT TRUNK SHOW: 
   2010 Doncaster Fabulous Fall Fashions - Aug. 30-Sept. 11.
Contact me for YOUR APPOINTMENT to be in the drawing for the $100 Doncaster Gift Certificate.  To schedule your one-on-one appointment to see the latest Doncaster Collections, please contact me at
        410-654-2459 or via email at sallijward@aol.com.
Copyright 2008 - Salli J. Ward 
This Week's "Fashion Flash" Tips
For a personal stylist call: 410-654-2459 or    Order Online 
Wonderful Wardrobes
Sizes 2 -24 & Petites
Extraordinary Apparel. 
For Extraordinary Women.
with Salli J. Ward
Consultant #109005
Next Show: Aug. 30-Sept. 11, 2010 -  Call for an appointment today
My March issue of InStyle arrived yesterday, and I eagerly turned to the article, Clothes We Love, on page 298, to see what TRENDS they highlight.  I am delighted to report that Spring 2008 Doncaster Collections have beautiful examples of ALL the trends that are highlighted, except one.
 
  • Florals - "Bloomin' beautiful!" We have a lovely florals in several colors in a jacket, shell, wrap blouse and scarf.
 
  • Brights - "This season is about color with impact"  We have silk jackets in royal blue and yellow, a short, swing jacket in golden yellow, wonderful pants suits in jade and deep purple, as well as several pieces in deep strawberry.
 
  • Hemlines - "At all lengths"  Doncaster has skirts that flare, are pleated, straight, or swirl.
 
  • Shirt-Dressing - "The most uncomplicated of options..." Doncaster has a great shirt dress in black stretch denim pinstripe with a rope belt.
 
  • Sheer - "The sheer overlay completely transforms the outfit.." Doncaster has this look in great shawls/scarves.
 
  • Goddess - "A goddess gown is the evening-wear equivalent of a no-brainer"  Doncaster doesn't have these gowns in our Spring 2008 Collections, sorry.  InSyle says there are six big MUST HAVES for spring 2008.  
 
  • Trenchcoat - I am pleased that Doncaster has a trenchcoat in sizes 2-14 in a vanilla bean color as well as a fabulous white coat with patent leather binding detail.
 
  • Full-Skirt Dress - Doncaster has a wonderful black wrap dress that has a wonderful full skirt.
 
  • Safari Jacket - 2008 Spring Doncaster has this classic look in both a stretch silk dupioni and in a heathered cotton blend.
 
  • Blazer - There is a new look to this wardrobe basic with narrower waist and higher armholes.  Doncaster has several in fun fabrics and colors.
       
  • High-Waist Pants - These pants offer an ease and flow.
 
  • Cocktail Shorts - These are not for everyone, but Doncaster has a great pair in both black and khaki that are very flattering.        
    Metallics are still very IN, IN, IN. 
 
Come see the amazing Silver "throw over everything" 3/4 jacket.   
 
Also, some great things in Gold.  Lots of Gold Buttons for accent. 
The hottest color combo for Spring and Summer is White Pants, or White Skirt, or Ivory Pants or Ivory Skirt with a wonderful Java or Gold Metallic Sweater!  
 
Really is a very sophisticated look.  Also you have to see and try on a new jean style that we offered in corduroy in the Fall that is very slimming in both regular missy, petites and women's.  It is available in Royal, Ice Blue or Navy.  

PLAN A HEAD - Next Trunk Show dates:    Fall Trunk Show August 25 - September 6 
  
 
 
Fashion Wardrobe Tips Fall 2007  -  Updating Your Fall Wardrobe
 
Need some fashion wardrobe tips - Give new life to your image, assess what aspects of your silhouette can take the strongest elements of the new season. 
 
The best wardrobe tips are that you don't forget the importance of an up to date hairstyle, which is regularly trimmed and color maintained.  Also realise the importance of the hot accessory or current color trends.  If you prefer to wear classics and many women do, updating to this season's colors and getting a new hairdo can reinvigorate your image no end.
 
Then when updating your wardrobe review the items you already own. 
 
Research also suggests that while women love new fashions, the most important factors when choosing anything for their wardrobe are color and fit.
 
This autumn, colors are more somber with odd splashes of vibrant hues such as gold, red or purple which add a welcome burst of passion to the muted powdery palette.
 
As you reassess your clothes closet, consider what items are the backbone of any good wardrobe.  Can you always put your hand on the basics that take you anywhere?  Often very simple items with a good cut, but which are quality garments are the ones your hand reaches for. Hopefully all your Doncaster!!!  Ask yourself how often you have had to go somewhere at short notice and your hand just immediately honed in on say that go anywhere fits most occasions taupe or black trouser suit.
 
Black, plum, navy, chocolate, charcoal grey, silver grey, taupe, champagne or camel always work well for the basics such as coats or jackets.  In autumn/winter a good winter coat, a wearable trouser suit, an edgy (cropped) jacket, a handful of basic cashmere knit sweaters with different necklines, a shrug or waisted cardigan or cardigan coat, smooth line tops, perfect black trousers, well cut jeans, a great simple dress are the mainstays of a well turned out women.   Make sure you have these basic items before you move onto fashion fads.  The items can still all be the latest cut in the fall colors of 2006.  But now we want to add a few new pieces from FALL 2007.
 
Fashion wardrobe tip - Visualise putting an existing sweater with a newly purchased jacket that has an up-to-the-minute collar or sleeve.  Choose it in the season's hot new color and already you know you are half way there.  Not every item needs to be this seasons, but some items must flow onward with new shapes and new cuts.  Top garments like coats and jackets are what an onlooker sees first, so try to get this bit correct for you. This  season it could be a cropped jacket, a swing trapeze jacket, a posh parka, a Balenciaga effect cocoon coat or a 60s number.  DONCASTER has successfully incorporated all these looks into this season's fantastic FALL COLLECTION.    Check out the Extraordinary Fashions at www.doncaster.com  
 
Yes, the Miracle Pants are back in basic colors but also NEW COLORS.
 
Thought for the week:  You only have ONE chance to make a great first impression.
 
Have a wonderful week!
 
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