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Project part-financed by the European Union
In a small shop window in North Leeds, framed like exquisite works of art, Anita Massarella’s unique bridal gowns combine haute couture with timeless elegance. (www.anitamassarella.com)
Massarella’s designs display an unmistakable Italian sense of style with her own brand of Yorkshire flair: open any quality bridal magazine and you are sure to see one of her creations gracing its pages. With the help of UK Trade & Investment, she is now seeking to explore overseas interest in her exclusive haute couture bridal wear.
Anita started out her career as a fashion lecturer but she always preferred designing and sewing to teaching. In 1990 she set up a company to focus on her own exclusively designed collections, using luxurious fabrics to create the sculpted styles that have become her trademark.
Anita said:
“I’ve made it my business to build up a passionate and skilled team here at the showroom in Leeds. Knowing you are creating something that’s going to be the focal point of your client’s ‘big day’ is always a wonderful challenge.”
All the bridal gowns are designed and made on the showroom premises so that Anita can personally oversee every stage of each gown from cutting to final fit. Sourcing the finest fabrics available from France, Italy, India and China is also key to the company’s success.
She added:
“In August I went to a trade exhibition in Dublin where I launched a complete new range of gowns. It’s the start of one of my first ventures outside the UK and the whole team is very excited about it.”
Lorraine Ellison, UK Trade & Investment’s fashion and textile specialist is constantly working to identify and create overseas opportunities for companies across the Yorkshire and Humber region.
Lorraine worked with Anita to ensure she got the most out of the exhibition, and also suggested that the company commission an Overseas Market Introduction Report (OMIS) on the bridal wear market in Ireland. Compiled by UK Trade & Investment staff at the embassy in Dublin, the OMIS gives an invaluable insight into opportunities in Ireland for designer bridal wear - as well as indicating some strong business leads to follow.
Lorraine said:
“For a small company like Anita’s that creates such an exclusive range, looking for fast expansion overseas would be a mistake. The quality and attention to detail that epitomise her gowns would be impossible if she were to grow too quickly, so we want to start the ball rolling very gently.
“Nevertheless, besides Ireland we are also keeping an eye on potential markets further afield. I have recently introduced Anita to Mohammad Al-Bastaki - one of UK Trade & Investment’s commercial staff based at the Embassy in Dubai where I believe there may be great market for her evening couture designs.”
Meanwhile the company has been limbering up for future overseas business with UK Trade & Investment’s Passport to Export programme which helps new exporters prepare the ground for their first international sales.
Contact: Anita.Massarella@btinternet.co.uk Tel: 0113 268 7783 Lorraine@lorraineellison.com tel: 07971 069465
