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Kristine Iannazzi is over the “whole starving artist thing” that the fashion business can be in New York City.
That’s why the Kansas City, Kan., native started her own lingerie boutique, Embrasse-moi, in Pittsford in 2008 to satisfy her love of design — and to make money.
And she wants to do it her way, competing against the big-name lingerie stores like Victoria’s Secret with her own lingerie and swimwear line, which offers a distinctively “Rochester” feel.
All her designs are made locally, by design.
“I have complete control from start to finish. Producing locally is ethical, cost-effective, fair, and smart,” Iannazzi said. “The economy here is so resilient.”
Q: How did you wind up in the lingerie/fashion business?
A: After leaving the grind designing in New York City, I decided to pursue my love for fashion by opening a retail lingerie and swim boutique and launching my own line of bras and lingerie here in Pittsford.
Q: Are there any special challenges you had to overcome in order to succeed in business?
A: I opened my doors literally one month to the day before the stock market crashed in 2008.
Since then I've worried about the strength of the economy, but my business has felt overwhelming support from the local community, and continues to thrive.
Still, raising new capital for shop improvements, new and more merchandise, and the raw materials for the design line poses a challenge with the banks' lending all but locked up in these new conditions.
Q: Why did you decide to locate in Pittsford?
A: The village of Pittsford was my natural choice because of its reputation for high-fashion boutiques, the quaint historical setting mixed with the idea of a “walking” community, and the sheer amount of traffic that passes through every day.
Q: What inspired you to try to open a new line of clothing?
A: I am trained and educated in the art of designing and engineering bras, panties, and lingerie.
I saw a need in the market for pretty, supportive, high-quality bras and lingerie and took the plunge!
I now wholesale to two lingerie boutiques and have my sights set on acquiring five to 10 new accounts this year.
Q: How difficult, or competitive do you have to be, to be a small business owner and compete against big-name designers?
A: The number-one quality that all successful small business owners possess is the absolute passion for what they do.
Kristine Iannazzi is over the “whole starving artist thing” that the fashion business can be in New York City.
That’s why the Kansas City, Kan., native started her own lingerie boutique, Embrasse-moi, in Pittsford in 2008 to satisfy her love of design — and to make money.
And she wants to do it her way, competing against the big-name lingerie stores like Victoria’s Secret with her own lingerie and swimwear line, which offers a distinctively “Rochester” feel.
All her designs are made locally, by design.
“I have complete control from start to finish. Producing locally is ethical, cost-effective, fair, and smart,” Iannazzi said. “The economy here is so resilient.”
Q: How did you wind up in the lingerie/fashion business?
A: After leaving the grind designing in New York City, I decided to pursue my love for fashion by opening a retail lingerie and swim boutique and launching my own line of bras and lingerie here in Pittsford.
Q: Are there any special challenges you had to overcome in order to succeed in business?
A: I opened my doors literally one month to the day before the stock market crashed in 2008.
Since then I've worried about the strength of the economy, but my business has felt overwhelming support from the local community, and continues to thrive.
Still, raising new capital for shop improvements, new and more merchandise, and the raw materials for the design line poses a challenge with the banks' lending all but locked up in these new conditions.
Q: Why did you decide to locate in Pittsford?
A: The village of Pittsford was my natural choice because of its reputation for high-fashion boutiques, the quaint historical setting mixed with the idea of a “walking” community, and the sheer amount of traffic that passes through every day.
Q: What inspired you to try to open a new line of clothing?
A: I am trained and educated in the art of designing and engineering bras, panties, and lingerie.
I saw a need in the market for pretty, supportive, high-quality bras and lingerie and took the plunge!
I now wholesale to two lingerie boutiques and have my sights set on acquiring five to 10 new accounts this year.
Q: How difficult, or competitive do you have to be, to be a small business owner and compete against big-name designers?
A: The number-one quality that all successful small business owners possess is the absolute passion for what they do.
With that said, lingerie is my love, and makes my job a true joy every day!
It is difficult to convert customers away from mainstream or “big-box” retailers like Victoria's Secret or Marshall's, but customers that are willing to give Embrasse-moi a try always mention the superior service, excellent product selection, and wonderful atmosphere.
Giving shoppers a reason to steer away from the competition and making a commitment to a great customer experience is just what my small business needs to compete.
Q: What are your long-term business goals and how do you plan to achieve them?
A: For the first five years, a goal of 10 percent sales growth per year is aggressive but obtainable. I want to expand Embrasse-moi into other metropolitan areas like Washington, D.C., Baltimore, Md., Charlotte, N.C., and Naples, Fla.
