23 Nov Expert Advice for Shama and Co

In August 2022 the production team at Fashion-Enter Ltd (FEL) conducted a full review of Shama and Co’s (tenants at the FC Designer Workspace), patterns and garment quality. Over the past three months FEL has supported with garment construction, regrading and quality assurance as well as marketing support for an event late November.

The silhouettes from the brand are excellent for their target market, with soft styling that flatters form and elegance perfect for their target market. However, quality was an issue and the label was selling their styles at below market prices too.

Working on the collection has been a big team effort which has included: Claire Solley, Agnes Szepligeti, Gee Fletcher and Fashion-Enter’s Fashion Studio team.  

FEL operates as a not-for-profit social enterprise so the aim is to cover costs. For Islington residents we offer a 15% discount as part of the Affordable Workspace program. 

Jackie Bertram FEL Deputy CEO also commented: “We really do support the tenants at the FCDW. We are also supporting on marketing and PR too and wish everyone a great event on 26th November.”

FEL CEO, Jenny Holloway said: “When a brand like Shama is being responsible in all respects, using end-of-roll fabrics to prevent landfill, making their own patterns and upskilling their sewing abilities then these garments can not be compared to high street brands that are producing off-shore at a fraction of the price. All brands need to cover costs and make margin so their busines is not a hobby or Labour of Love but has foundations so it’s a financial stable business.” 

Jenny concluded: “We really do care about our tenants and want to see a flourishing business for them.  Their success is very much our success and we’re a team together.”

A big thank-you to Claire, Agnus and Gee for their support with Shama which was over 5 hours of meeting time and then thank-you to Gonul, Boyko (cutter), Singh, Tanzi and Linda for making the production look amazing!