Every city has one: an atelier where those in the know are able to get an outfit guaranteed to turn heads. Trendi Editions forced us at SO to sit up and take note, a while ago, after spotting a few city chicsters styling à la Michelle O, in to-die-for dresses that made perfect sense for leisurely lunches, cocktail parties and fab balls.

Quite a few outfits later, we sit down with owner Consuela Blake, not for advice on the next must-have — although there’s a Michael Kors balloon dress we’re definitely keeping our eyes on — but to speak about her decade in an industry she was reluctant to fully embrace, as well as plans for her third FNO.

The former banker-turned-retail boss tells SO that selling clothing was at first just a “side thing” which later developed into a full-time job. “Initially, I started by shopping for nice office attire for myself. At that point it was solely about getting fashionable clothing, then I started selling to friends.” Eventually, the challenge to meet the demands of her customers became so great, it began to interfere with her banking obligations. A blind leap of faith led to her quitting that job and opening a boutique. It would be trial and error however, until a successful formula was found. “My first year in business was about testing the market. I sold shoes, handbags, make-up, intimates, accessories and clothing,” shares Blake in her frank, down-to-earth manner. A year later, she looked critically at the collection, edited drastically and focused on exclusive brands for the store. It was not however, until 2004, the third year of her business operations, that the tide changed and things began to flourish. Blake began hosting grooming courses for companies and on university campuses, which provided exposure for the store and boosted her clientele.

Blake’s next business decision, aided by her customer and style influencer Michelle Bovell and seamstress Hazel Myles, was to capitalise on her niche market and expand into the formal gown market, introducing labels by Alberto Makali, Tadashi, Terry Jon and Scala. Business for Blake became more sustainable and she started to generate a new type of clientele. By this time, Trendi Editions had outgrown its original location — 129 Constant Spring Road — and relocated to Central Avenue. That move was short-lived and so with the help of a customer, Blake moved shop once again in 2007 to 8 1/2 Worthington Terrace.

Blake’s new location introduced the LBD Room, where clients in an elegant, fully-airconditioned setting can truly indulge. There is, too, a truly magical Gown Room.

Always plugged into her customers’ needs and steeped in market research, Blake realised that her customers were not interested in simply following trends, but buying timeless pieces with clean lines that would build their wardrobes. Distributorship of brands like David Meister, Chetta B, Kay Unger, BCBG Runway and Yoana Baraschi was secured.

Naturally the economic recession has impacted business, but Blake has managed to keep her business afloat and her customers happy by adding lines like Va Va Voom, Ralph Lauren, Tracy Reese, Laundry, Polo and BCBG to the store’s repertoire. “I realised that as mature and responsible as my customers were in their careers, they needed clothes that were stylish yet demure.”

Enter FNO…

As a result of participating in FNO in 2009, Trendi Editions recorded a 70 per cent increase in new customers. The store registered for FNO again last year and was able to keep its head above water. This the company’s 10th anniversary Blake is in expansion mode and, thanks to NCB, has ventured into a new business and opened a department store named Dioutlet located at 22 West Parade, Downtown Kingston. The store’s merchandise ranges from men’s, women’s and children’s clothing to household items.