Beauty, Fashion & Beauty, Toronto

Top 5 Hair Products from Back in the Day: What’s in Your Momma’s Vanity Drawer?

I visit my Mom once a month. In the Summer, I usually stop by her place with nothing else except for flip flops, a sundress and shades. If I’m staying over and not rockin’ the braids (some Summers I don’t-) I need products that work as good as what I use at home. (I’m always trying out different curling custards and gels!) I had a look in the cupboards in her bathroom and just like me, she had TONS of product.

I reached in and some of the stuff was laughable. I chuckled because I saw products my Mom used to use on my hair when I was little. The products of my childhood!!! I started checking for dust and grime on the various bottles and containers because they were pushed deep, deep into the back and I opened bottles and jars to smell the contents and look for expiration dates to see if anything had gone bad. This stuff was all new!

The product was purchased a few weeks ago-maybe a few months back……If my Mom is still buying this stuff-not only is it what she is used to, but it’s got to be some stuff worth trying out. Here are the 5 items I found:

let's jam extra hold

SoftSheen-Carson-Let’s Jam-Condition & Shine Gel (Regular Hold)

If I don’t feel like wearing the ‘fro, I do a sleek low bun. I do a centre or side part, get all the edges in from front to bank. It’s sticky enough to get the hair all down, a little wavy and VERY shiny! It’s great-however, depending on how much you put on it can get a little greasy. Actually, more than greasy…..my forehead was shining lol It does a good job,still!

 

Queen Helene Cholesterol

Queen Helene-Cholesterol-Hair Conditioning Cream

With many days of extreme heat and sun…hair can get thirsty. If you’ve got low-porosity hair (What’s your porosity?) a good deep treatment might be what you need. I dumped half the jar on my hair and combed it through from root to tip before a typical co-wash. I put on a plastic cap, wrapped it with a heated towel and was left with some hydrated curl-defined hair! I didn’t think it was going to do anything with this massive amount of hair but glad I tried it out!

 

mane-n-tail-conditioner

The Original-Mane ‘n Tail-Moisturizer-Conditioner

This is great for co-washing. Hair ends up super curly, super moist and dries well for the perfect wash and go! This doesn’t flake or dry-out on you midday. Try the LOC method with this and you’ll see how well it works. The conditioner is not too thick. If you decide to blow out your hair in the Summer, this gives a very smooth and bouncy laid bob!!!

 

world-of-curls-comb-out-cond-8oz-15

World of Curls-Comb-Out Conditioner & Oil Sheen (Moisturizer)

This product made me laugh because this is a ‘Jheri-curl’ product.   I wondered why she’d be using the ‘juice’ without having jheri curls. I sprayed it on with the Mane ‘N Tail as part of the co-washing style process and it gave a very wet and wavy look that dried that way. I checked the ingredients and one of the main ones: GLYCERIN. It’s an excellent humectant for dry hair! (Ease up on how much you use though, it can be a little greasy if it’s not applied to wet or damp hair.

SoftSheen-Carson-Care-Free-Curl-Instant-Moisturizer

SoftSheen-Carson-Care Free Curl-Instant Moisturizer with Glycerine

Of every item I tried in her stash I felt they were just okay. This is the ONE product I took home! It’s perfect! IT goes on smooth, deeply absorbs into the hair and disappears. It leaves the hair with defined, hydrated curls. It helps my thick hair dry faster and you can apply as little or as much as you like! I use this so much now that instead of buying a bottle or two at a time I started purchasing a 946 ml salon-sized bottle which lasts a few months.This product has been carried into the cooler months and still operates the same way in Winter. This product also has glycerine and can be used with a deep conditioner and/or grapeseed,jojoba or olive oil combination it looks the same every single time.

If you have a chance, check your Momma’s stash you’ll be surprised some of that stuff will never go out of style!

 

 

Biography, DJ Culture & Music, House Music, Movers & Shakers, Music, promoters

Ralf Gum-GO GO Music-International-House Music Series-Creative Connection

ralf-gum-sofa-01

When I meet artists with an extensive and accomplished body of work….I’m not sure where to start and what to ask….I’d love to ask about IT all. He’s released a slew of hits year after year over the last 6-7 years. He’s one of many really good German Soulful/Deep House talents with a production career spanning many decades! In the 90s he played at Studio Lounge (Wuertzberg, Germany) and Club Airport in his own town. On his first visit to NYC in 1991 he said ‘it was then that I decided that House Music was IT…..He became more focused on it after hearing people like Louie Vega and Ron Trent playing pure House all in one night- ‘I remembered how I had been so used to playing all genres at home and it blew him away.’

In 2001 he started label GOGO Music and used it as a platform to keep his style of music consistent and real. With such exceptional production he brings absolute harmony, soul and groove to the music! UK Blues & Soul Magazine says about DJ Ralf Gum: ‘He emphatically demonstrated his ability to orchestrate Soul House goodness on the grandest possible scale’ (And he does this well!) His productions have become more lush and full-bodied over the years. They’re deeper. I can identify a RALF GUM production anywhere!

In 2008 Gum released a very impressive debut project titles ‘Uniting Music’. It was unique in that it was one continuous connected piece of music-like a mix CD but seamless. With this production he pushed traditional DJ mixing boundaries. I wondered if he created a piece like this for creativity’s sake or for the sake of being able to mix for a long period of time-I realized he enjoyed both. We talked extensively about his connection to creativity…..

When he first arrived to Pretoria he really missed playing long sets and wanted to create a journey where he could play some obscure music and because there was more time, he could be left to create what he callsed an up and down of moods. That was one of his many main goals when looking for the right venue. The night would be split into two sets and everybody played 4 hour sets. With a open venue, it was easier to showcase more sounds. It’s not possible to pack all that into 1 hour sets. ‘It’s a lot of fun, I love this style especially when the venue has an amazing sound system. It’s just one of the ventures I ventured in when I first arrived here.’ (That was for him.) For the House Head, he says ‘it’s incredible-the real House Heads will hear old,new,known and unknown and this is just to keep House culture alive.’

Ralf visited South Africa for the first time in 2008 and during many of those visits he conducted DJ workshops. Those trips then became every two-three months. On his later visits he brought his wife. He loved that national SA radio plays sounded like a bunch of well crafted mix-tapes on air and at the time it was Osunlade’s latest playing on a taxi radio-like top 40 plays everywhere else. All media outlets promote and cover all aspects of House music unlike Germany where he comes from-national or local broadcasters would hardly play Deep House and National TV didn’t report about House either. It was never treated like other popular genres like Hip Hop for example-this is one of the reasons why he chose to change locales……

You’re not the first producer/DJ to talk about South Africa’s support of good House Music. South Africa REALLY supports the artists and now you’ve moved there-how’s it been? 

‘It opened up the possibility for a different way of life for me to be honest. I used to travel a lot for gigs and like many other DJs do today  for example I’d play in Europe one day and then tomorrow be in Asia or whatever.’ He emphasized that South Africa changed his life in many ways because the need to travel far was no longer necessary. He realized that over time he found much better gigs because this country has the highest consuming House Music fans in the world. He boldly sums it up that ‘wherever you go-you find educated crowds who are really into the sound which makes it a pleasure for a DJ like me to play for them.’ (I just love that he calls real House Music fans educated crowds! )

His move South reduced his time on the road and he could still play the same amount of gigs or more. He honestly says, ‘I obtain income and I can still do my music and most importantly I’m being appreciated as a white person of all places like South Africa…….. considering the history with apartheid….. which only ended 23 years ago…’ I paused for a second before continuing our conversation to let that sink in-that he even considered if he would or would not be embraced in a country with such a tense political history and that he would even speak about this as an artist. This was another topic that further broke the ice in our conversation. He matter-of-factly stated,”My race has a lot of implications… because people still don’t really trust the white man here……and this is very understandable and truthfully my luck is the music. Music is my connection with the people and through the music I’m very much accepted here…..with confidence.’

In 2012 Ralf emigrated to SA with his wife and kids. And dropped hit after hit, remix after remix with : All This Love For You, Complicated, Fly Free, Little W.12th St., Free Is All I Wanna Be, Take Me To My Love, The Pap and SO many more!

What was it like throwing your first conference/event at WMC (2006)? Did any opportunities come out of there? How were you received by fans? What was your expectation?

RALF: Tons of preparation, organization and very exciting to have an event in a space where you are not located. Many factors depend on the outcome of the event than if you were in your home town. I’d been to Winter Music Conference a few times before I organized the event with the label. So I didn’t completely tap into something I didn’t know. I’d been there for some years. It’s a challenge. It was a vehicle to promote the label. Over the years I’ve held 3 or 4 events with partners at different locations. We had great parties we had an impressive line up. So yes, I loved doing it. I stopped doing them because I felt that Miami didn’t have the relevance anymore which it used to have for me. In addition-it’s far away for Europeans. Its easy to reach for Americans but the costs involved in doing an event there just didn’t justify the fun and promotion. I eventually stopped doing them. It’s a great occasion to make contacts.To meet people. It’s especially great if you are new in the industry. Its important in case you’re starting a label and wanna get its name out there but it lost relevance for myself because I felt I had the contacts already. The only reason to continue is to take advantage of a nice and warm holiday!

 

 

GOGO-Music-Logo.jpg

 

What are you working on today? This year? Who would you like to work with? Multi-genre?

I loved every collaboration to be honest. Most people I worked with again usually because it’s a mutual pleasure. What sticks out though is working with Monique Bingham. We go back a long time and everything we do REALLY has an impact so I feel we are a special match when we work together. Maybe Monique Bingham sticks out the most but I always find it a bit unfair because working with other artists who have a musical mindset and who love working with and creating music like I do……are very important.  I usually have a good feeling to pick who I should work with before I start working on a project. Sometimes even understanding why they are in the industry helps a project along…..if creation is the actual reason…it (the idea) usually works out perfectly with me… and to put out quality work is the spirit of creation.

Ralf-GUM-feat.-Monique-Bingham

You’ve been to Toronto? You mentioned at the beginning that you’ve been to Toronto once? Yes. In the Winter. It might have been 2009. Or 2010. I had a great, great night. He wasn’t sure what to expect. He was told (by the promoter) that Hip Hop was to be played and later on that night move on to House. He said ‘I was like oh shhhhh…..it could’ve be one of the nights that the crowd would maybe expect something a little bit more commercial. It wasn’t at all what I expected. It was an amazing party! I can’t wait to come back at some point……’ (That’s Toronto!)

Sir LSG

Currently (June 2017) he is finishing up Sir LSG’s project (Circles-cop that album it’s gorgeous!) and his own album. (We talked a few months ago!)  Sir LSG’s album dropped yesterday! This past July/August he was helping with some mixing. He was inundated with requests to mentor and assist so many artists when he first arrived to South Africa and couldn’t help everyone. He’s helped break artists like Raw Artistic Soul and Black Coffee. He’s decided to focus on one artist at a time to be more effective and also give the artist a strong platform to steady their own career. Ralf will be refocusing efforts on his own projects soon and we should expect an album from him next year!

Here’s a Carl Cox quote: Your favourite artist was once a local artist, don’t wait until they blow up to start supporting. How do you feel about what he said?

He answered me with a German quote: ‘The Prophet Doesn’t Count In His Home’ but not being understood is a great school of learning…….Unfortunately we live in times where a lot of things are based on media hype and if you’re able to travel continents with your music and so forth, you suddenly become interesting to media that might not have cared about you for a long time. Actually you might have been doing the same thing in front of them all this time.

The reason being I can’t explain. I feel like I said its wrong but I wouldn’t know how to change it. I strongly believe you have to make it to a certain point in your hometown or country before you should start venturing out to other territories and as well you grow your skills while working with smaller audiences. For me it was a great school to fight against the prejudice that Deep House received. People at home thought it (Deep House) wasn’t hard enough and people can’t party with it enough. It made me better at reading crowds and work them rhythmically and get away with playing music that certain crowds wouldn’t necessarily listen to. It took me awhile until I was able to start travelling with my music. A good DJ is a good DJ and a good artist is a good artist no matter where he comes from. Look at the artist for his craft and not where it has taken him. And of course the city pays attention to it because it makes money…..

Next to the passion which is the foundation for creating or doing anything related to the arts is patience- which is extremely important unless you have a super hit and become a star overnight–usually is a long way to popularity or whatever you wanna call it or just to be able to make a living with your art. If you keep having passion or patience it will work out for you. I’m pretty sure there will be a lot of obstacles financially and in other aspects or other but you can overcome them and at some point with enough talent it will work out. It’s the most fulfilling thing to really do what you want to do and yeah if you make it to the point where you can fully focus on your passions. Its the most fulfilling and best thing that can ever happen to you but I think patience is the key!

 

Super special thanks to DJ Ralf Gum!

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

DJ Culture & Music, Establishments, events, Manifesto, Movers & Shakers, Music, Social Media, Toronto

Manifesto 11 -Toronto-Let’s Re-CAP!

Post-Manifesto re-cap and I’m still reeling from the festival’s High Energy vibe. A weekend mash up of Oldskool meets NuSkool under many historical roofs and under the open sky. (RBC Echo Beach) It was such an exciting weekend to look forward to and what an unexpected show it was! (The weather was fabulous!)

The peaceful party vibes continued all 4 days! Shout outs to local lady DJs Dre Ngozi and Nino Brown alongside special guest Selecta Vashtie for throwing down! What I loved was the way all eras and genres connected to Hip Hop legacy with pride and knowledge. All events were spread out all over the city!! Local acts Tika Simone,The Sorority,Sean Leon,Derin Falana,Matthew Progress and Majid Jordan all represented! Truly a pleasure to watch and sing along!

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Sitting in to chat with Brooklyn’s Sweetheart Vashtie, we get to see the other side of urban culture and what it actually took for her to build her foundation from the inside/out. Che went from the mundane to the spiritual to the video light perspective. We learned a lot about how she ‘arrived’. Her story’s amazing. In a new age of the music industry, where it doesn’t take much to be notable, we often forget about what it takes to get there. Vashtie talked about Health/Wellness, the Art of Networking, her time at the record label, her travels, her childhood and her heritage. She’s a remarkable young woman. No wonder she’s sought after! Not only did Manifesters walk away with a little bashment but they walked away with some gems for self development.

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Right now as social media reigns, Che asked about her play-by-play social postings online (prior to her arrival to the T.Dot that weekend.) She talked about her reasons for relying on it so much, “I think it comes from my filmmaking, storytelling side…..I feel like if you’re watching something, you should see it all-the conversations I have with people…..from having a blog…I want to show that I’m like everyone else.I come from a generation where we just don’t share information—and so now making a connection with people with every snap (Snapchat) I feel like I’m showing what’s happening. Back then (in 1998/1999) I felt that Social Media was so strange and I’m coming from a generation where we just don’t share information….but with technology we can talk to anyone anywhere”.

With social sharing permitted at a showcase like Manifesto-all angles of the weekend were splashed all over the web and city. Yes, there were smartphone users all over the concert but the ability to capture these moments helped show the world what’s here and it’s an incredible kind of new beginning.

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If Manifesto is one of many Urban Culture fixtures that collectively brought the rest of North America to look at Urban Culture they way they did this June-I’m down. What’s most inspiring is to see the crowds of people at the live concert and parties enjoying all the incredible acts! Toronto is diverse-all ages and all faces really show what a mosaic looks like united in music and I love that.

The verdict: Toronto people love music and support local acts with force. According to Vashtie, (Che didn’t have to twist her arm or nothing) J Canadians are killin’ it with talent. Manifesto you’ve come a long way, Toronto let’s keep going!

Biography, DJ Culture & Music, Establishments, House Music, Movers & Shakers, Music, Offering Recordings

House Music Series –International- Summer 2017-Migosy-Offering Recordings – AfroHouse/Future Deep

Last summer as I sifted through some of the new tracks over at Traxsource. I stumbled on one of Amsterdam’s upcoming Afrohouse DJs. The track released at the time truly ‘quietly invaded the scene’. 

Fantasma is a gorgeous tune. He’s signed to Offering Recordings and has the deeper sound usually coming from that label. Earlier this year we talked about his plans for the future with Offering Recordings. Let’s look at his discography.

He’s dropped solid tracks for the last five years. Skyline (ITH) 2012 (Defected Records), Life Takes Time 2013 (Tribe Records),Embrace You 2014 (Z Records), Loyal People 2015 (Offering Recordings), Follow Through 2016(Global Diplomacy),Fantasma 2016(Offering Recordings) Each track has built on the release from the previous year.

Before this interview I went checking for your biography and found an awesome discography. I found maybe….one interview. Is this by design?

Thank you, and good to hear you liked the interview. It kinda depends on the questions that are being asked. I try to give as much information about myself as possible without the feeling of reading a book or something. But always pure and honest.

Get to know Migosy….Migosy is based out of the Netherlands which lends a very unique sound to the Afro House style.Offering Recordings and Migosy were brought together because it was a combination of the right timing as well as his unique/rhythmic sound. Offering Recordings is always looking for something fresh and new.
Music was a strong influence from a very early age. He remembers fiddling with his Mother’s amplifier. He’d mess around with buttons and knobs. He’d turn the amplifier on/off in a rhythmic way.

He laughs ‘it would keep me busy for minutes…my mom would stop me of course because I was interrupting the music and that’s was pretty annoying for her’

As he got older at about 12; My brother (Fode) got me a PC so I could explore my musical needs a bit more. I had no idea I’d be making hits some day. He thanks his brother!!! ‘thanks bro’ It’s amazing when family can/does support your goals somehow.He grew up listening to 80’s music: Prince, Michael Jackson, Duran Duran, Ollie & Jerry, Rocksteady Crew, Earth, Wind & Fire which made a heavy impact on Migosy wanting to make music. I could easily fall in love with their music. One very important person in his life, his sister Aisata Blackman she taught him how to really sing!se taught him how to sing in a different tone and how to vocally harmonize. It’s so enjoyable. They used to sing along to 90s RnB-R Kelly,Shai,Jodeci (ain’t nuthin like 90s rnb!)Aisata is currently the lead performer/singer in Sister Act-The Musical (in Germany) I’d love to watch her perform if I (shine) get a chance!

You’re based out of Amsterdam-besides ADE what is the Underground House scene like over there? Is it anything like London or NY? I haven’t experienced the underground scene in London or NY yet but I can say Amsterdam is poppin’. There is so much raw talent here. That’s why myself and my good friend Deep Rooted Soul started our concept Cuisine @ Club NL, Sifa Siluvangi (Label Manager,Offering Recordings/DEPTH Music) recently played that other night was fire!!! It’s a concept where we book DJ’s who have their own sound and are not afraid to try something outside the box. Currently we’ve moved to a new spot in Amsterdam which we’ll reveal soon!

During ADE we work with many international names & labels in the scene such as my big bro N’Dinga Gaba & Global Diplomacy, Federico Luyo & Double Cheese Recordings/House of Franky, Pascal Morais & Arrecha Records, Paris Cesvette, (Ministry of House) Todd G and many more.

5) How has the Netherlands embraced your signature musical set? (What do you like to play?) I have to be honest, it took a while for people to understand what I was playing, but it didn’t take long for my sound to really stick. We as Dutch people have so many choices so you really have to come up with something good to impress us. (kinda critical yes?) lol

6) Describe your spiritual connection to music in general? What about Dance Music?Everything in life is a vibration, with music it’s the same thing. That explains why music can trigger sadness, anger, happiness or euphoria. It triggers our emotions. Now that I’m getting older I seem to understand this more and more. Music is a moral law. It gives soul to the universe, wings to the mind, flight to the imagination and charm and gaiety to life and to everything. -Plato

8) With the warm reception of ‘Fantasma’ are you working on anything new for 2017? 2018? I’m actually always working on something new so I can play exclusive music in my sets. You’ll notice on his Jan 2017 top 10 Traxsource choices. If I can surprise myself I will definitely surprise the crowd I’m playing for. I like to test my music first before I put it out. But there will definitely be some new releases coming out this year.

9) When are you visiting North America? Do you intend to visit North America? There aren’t any plans just yet but I would love to pay a visit one day!

10) Any advice for other cats in the game? For young cats starting out? We all have our own story to tell.It’s okay to be influenced by anything, but make sure you stay authentic and create your own sound.  That way you’ll stand out from everything.

Migosy on Twitter>>>https://twitter.com/migosy

Migosy on FB>>>https://www.facebook.com/Migosy/

Migosy on IG>>>www.instagram.com/migosymusic

Migosy on SoundCloud>>>www.soundcloud.com/migosy

 

 

 

 

 

 

 

 

 

 

 

Beauty, Fashion & Beauty, Product Reviews, Toronto

Introducing YsthéAL: Highly Concentrated -The Perfect Product for Luminous Skin!

I’d never seen Avène products until I’d been to a cosmetics counter in Asia. Many Asian women use it to hydrate and cleanse their faces. They have an extensive facial and body care line and they’ve recently added YsthéAL Intense. It can be used together with the water. The water is excellent for tired,oily,dehydrated and aging skin.

When asked to try their newest product, I decided to give it a try. It smooths fine lines and wrinkles which I’m not sure I need for that just yet lol. ‘It promises to be 2x concentrated than the rest of the range’ (Concentrated it is!) It’s recommended to be used at night for effectiveness. It’s a good idea, it’s VERY concentrated.

It’s got ‘Retinaldehyde’ it restores radiance and luminosity to the skin. ‘Radiant skin is always in’ #YstheALIntense. With Summer finally here  it reduces age spots, blemishes and the (Pre-Tocopheryl-Vitamin E) Keeps it hydrated.

It was much colder in May (when I received the product.) I found it really drying to the skin. Be mindful of more sensitive areas like nostrils, lips,ears and eyebrows. There is quite a bit of initial peeling and mild irritation. If you alternate days and use the product as it suggests-‘Only basic moisturiser should be applied over it if you have very dry skin’. I recommend this method for sensitive skin also.

So far I’ve used this after my Clarsonic deep-cleaning, microdermabraison or laser treatments it works VERY well. It’s great for sun damage and hyperpigmentation which is great for darker skin. The results are immediate!

The product is as concentrated as it says it is and does what it says it should do. Eau Thermale Avène YsthéAL Intense Anti-wrinkle skin renewal concentre at 30 ml retails at 55.00. Avène products are sold in drugstores across Canada. #YstheALIntense

DJ Culture & Music, Establishments, events, Knowledge, Manifesto, Movers & Shakers, Music, New York, promoters, Reflections, theshineprjct, Toronto

Manifesto 11 – Toronto (June 2017)

It’s with the utmost pride that I can say Toronto’s got an organization devoted to Urban Arts & Culture. Something I’ve always supported and it’s where my musical roots came from. Artists like Maestro,Kardi,Julli Black,Ghetto Concept and Dream Warriors is what I knew. I’ll always love Hip-Hop no doubt but I turned away when outlets remained bare.

I was so frustrated that I even started a talent showcase with fellow York U Undergrad (Dj Nana) we hoped to provide a platform for unsigned hype from Singers to Battle Rappers to Poets and it ran for a minute. We even tried to start an Urban Media Arts Association-but the work and support back then was bleak.

As I took stock of the many years learning about the music scene in Toronto, I started with my first internship at what was Flow 93.5 and from there I became a NXNE and Honey Jam volunteer to promoting parties and events over at CHRY college radio station. Manifesto is the evolved and growing version of what I’ve always hoped for.

An organization like @Manifesto_TO is something to be incredibly proud of. To see artists,acts and personalities rally around an incredible festival that’s put Toronto on the map (permanently) is quite amazing. With Canadian exports like the Biebs,Drake,Tory,Party Next Door,Weekend,Tika,Slakah,Majid Jordan and the list gets longer….. we’ve got so many more to put on display!

If you haven’t purchased tickets to anything; look for something and become a part of Toronto’s rich ‘Urban Culture’ landscape. Find an art installation, find a concert.Hit up the Opening/Closing Party and Artists Panel. If Urban isn’t your thing check it out, you’ll be blown away. Here’s the website: http://mnfsto.com/

This weekend the #theSHINEprjct is pretty excited to be stationed over at Echo Beach not just as a volunteer,intern or avid concert goer but a part of the festival reppin’ Toronto at Manifesto 11. Here’s to another groundbreaking decade!

Stay social:

Socials
Twitter: @Manifesto_TO
Instagram: @Manifesto_TO
Hashtag: #Manifesto11

 

Establishments, Fashion, Fashion & Beauty, Movers & Shakers, Social Media, theshineprjct, Toronto, women & entrepreneurship

Studio Fitzroy Dress Rentals in Toronto

I’m proud of these ladies because from a vision they had they created a very savvy business for fashionistas wanting to spruce up their look for multiple occasions. Looking for a few dresses but don’t wanna spend more money? You get to spend more money on makeup, shoes, a handbag and hair! Not just any kind of dress-but very high quality, high fashion on trend pieces.  I walked in there and it looked beautiful. Right away I saw Carrie Bradshaw’s closet. Racks and racks of beautiful dresses.Flowers,velvet,chiffon,silk. Absolutely, Amazing!

 

Studio Fitzroy’s assistant asked me where I was going, when I was going and what my size was. She pulled together two racks of items and offered me some Champagne. On a lazy Sunday afternoon-why not? There were dresses in the pile she gave me that I felt right away I didn’t wanna try AT ALL-but she urged me to try. I tried the ones I didn’t like first. Surprisingly they all looked amazing.The assistance is great! The two dresses I chose: For Love and Lemons Ornate Velvet Mini Dress 100.00 CAD for (4 days) and retailing at $800 and Glamourous UK’s Dynasty Dress at 60.00 CAD for (4 days) retailing at $150! Excellent choices for the holidays!

 

When was Fitzroy established exactly and why a dress rental biz?

Fitzroy is 5 years old, but we’ve only been a rental business for less than a year. We were previously just a regular clothing boutique selling clothing online and at seasonal Pop-Ups several times a year. Our first one was in Yorkville back in September 2011, and since then we’ve been hovering around the Queen West and Ossington area where we’ve established a good following.  Over the years as social media’s influence grew, we noticed women didn’t want to wear the same thing twice anymore, and that they were sick of spending a ton of money on dresses that would just sit in their closet taking up space. So we decided to test out the rental concept and it turned out there was a huge demand.  It’s more fun,more affordable,better for the environment ; just makes more sense for so many reasons, so making the switch seemed like a no-brainer!

How is Fitzroy different from the others in Toronto? (i.e. Rent, Frock, Repeat, Rent The Runway)

We definitely have our own unique style, we call it boho-glam. There are certain brands we carry that have that edgy, cool-girl bohemian vibe for sure, a very Californian / Australian look. We’re also different in that you don’t need an appointment to come in and try on the dresses, just pop in anytime during store hours!

I visited the shop while it was a pop up located on Ossington. Why go from a Pop-Up to a full-fledged shop? (the new shop is beautiful by the way!!!!!!)

We’ve been a Pop-Up for 5 years as I mentioned, trying to figure out what we wanted to do with the brand. Once we landed on the idea of rentals we knew we needed to find a permanent home for the collection and create a welcoming, intimate space where women would feel comfortable coming in to try on the dresses. We wanted to make it feel like you’re at your best friend’s house trying on dresses, and that’s the feedback we get about the space most often – it makes us so happy!

What brands do you carry and how do you choose? Do designers approach you or vice versa?

It works both ways but we are very picky and selective about what brands we carry.They all have to fit in with our unique style/vibe, and each piece needs to be something special and unique, that you wouldn’t necessarily see everywhere.

Who’s your target market? Who did you anticipate that would become your target market-any surprises with the types of customers you’ve attracted?

Our target market is largely the same as when we were a clothing store; 20 and 30 something young professional women with a packed calendar and social schedule and a great sense of style.The Queen West girl essentially. However we’ve also had lots of dresses rented by younger and older women – which we love! Fitzroy is for everyone, and we’ve had clients in their teens up to their 70s!

What kind of events do people rent dresses for?

All kinds! Weddings are the most popular in the summer when everyone has at least a few on the horizon, then there are Birthdays, Bridal Showers, Bachelorette Parties, Engagement Parties, Photo Shoots, Trips, Awards shows, Film Premieres (we were slammed for TIFF), Charity Balls, Galas or just something as simple as an anniversary dinner or date night.

Who are your fave local designers?

We love Marika Brose, we have a ton of her pieces, lots of super fun details like feathers and sequins! Also Narces has some beautiful feminine pieces and Jordan de Reuiter makes the most beautiful tulle dresses – we have a few different styles.

What are your fave fashion pieces? Dresses and fashion accessories? (A must have for you.)

My personal go to is a 70s Kaftan! I have quite the collection that i wear in summer with sneakers and big sunglasses. In terms of the shop, we love really flowy, easy to wear pieces in fun colourful prints. The racks are a rainbow of colour when you walk in, and that’s just how we like it.

What’s in store for Studio Fitzroy for 2017?

We’re working on getting in some new styles, definitely more gowns and dressier pieces and a lot more options for our large and plus size ladies. Stay tuned!

To check out what they’ve got before you go try on what they’ve got visit them over at https://www.shopfitzroy.com/collections/rentals. Follow them on social IG or Twitter @studiofitzroy

Dresses can be booked in advance or same-day, either in the studio, online or over the phone at 416 901 6572.

Studio Fitzroy Dress Rentals is located in Toronto at 1227 Dundas Street West, Upper Floor The SHINE prjct wishes Ang and Jules all the best this year and beyond!

 

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