Then & Now: Greta Grossberg
Every edition Ragtrader takes stock of a previously profiled brand to see how it has evolved over a five year period. This issue Belinda Smart caught up with Greta Grossberg, founder of Melbourne accessories label Coussinet.
Company: Coussinet
Founder: Greta Grossberg
How has your company evolved in the past five years?
Coussinet has expanded its product lines and markets here and overseas. We now have stockists across Australia and in New Zealand Hong Kong, Taiwan, Milan, Paris, London, Ireland and Denmark.
What were the key issues or challenges for your company five years ago? What are they now?
They haven't changed all that much. It's always been about how to create a real point of difference for my products and, as we've evolved, maintaining that element of difference every season.
What were the company's ranges like five years ago?
Coussinet was originally all about one-off scarf pieces, all hand-made and catering to the top end of the accessories market. Now we only work with styles where we can run production and have broadened our market to cover several product categories for the middle and upper middle markets, and younger as well as more mature age groups. We release two seasonal collections a year and inject new styles between seasons as well. Our products include a broad range of original scarves in woven textiles, hand felted wool, silk, leather and tulle; a large collection of decorated fashion belts in leather and fabric, hand knitted accessories including boleros, capelets, shrugs, mini-cardigans, ponchos and vests; hats and specialised decorated pins and soft (fabric) jewellery.
What was the business climate like back then and how has it changed?
The response to one-off pieces was really strong in the early days, but now we are more subject to the standard market forces that affect the fashion sector generally. However we have found demand for our product remains strong.
How did you promote the brand then and what's your approach now?
Five years ago it was all pretty personal; in other words, word of mouth, whereas now we are seeking strong exposure across media and fashion platforms of all kinds that validate our products.
How have your staffing arrangements evolved?
It wasn't relevant early on as I was the contact for everything! Even now we outsource as many functions as we can to retain a lean profile.
What has given you the biggest thrill in the past five years?
Being asked to submit product for a shoot for Italian Vogue this year. Created by international stylist Karl Plewka and featuring model Lily Donaldson, the campaign will showcase pieces from Coussinet's upcoming winter 2009 range. Equally, important, this year also saw Coussinet product selected to feature in high profile magazine campaigns for China Vogue and Wonderland UK.
By Belinda Smart