Lela Rose, the Dallas-born designer best known for her eponymous collection of classic, feminine-inspired clothes coveted by women with active social calendars is gaining a new following with Pearl by Lela Rose.
Conceived two years ago, Pearl is a casual version of the main collection, which is sold at high-end retailers such as Bergdorf Goodman and Neiman Marcus. “Pearl by Lela Rose is for women who want to be dressed daily, but not in a dressy way,” says Rose in a telephone interview from her company’s headquarters in New York. “It’s not meant for the big events, but for everyday occasions,” she says.
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This week, the line of easy separates designed to mix and match launched in St. Louis at a “Sip and See” trunk show hosted at the home of Pia Koster, who joined the Pearl style team earlier this year.
“I went back and forth about whether or not to bring Pearl to St. Louis,” says the busy mom of three, “but I got so many compliments on the pieces I wore from the spring collection! I don’t think you can find anything like it in St. Louis. I love that the clothes aren’t made to wear for just one season. You can add to your wardrobe by combining pieces from the next season’s collection.”
Koster is taking private appointments to style clients at her home for one week. The 2019 fall line, inspired by the glamour of Paris and impeccably tailored menswear, can only be viewed via Pearl’s network of stylists, 45 hand-picked women in 42 cities across the country. Once orders are taken, garments are cut and made in New York’s Garment District, then shipped to clients in approximately six weeks. Pearl releases two collections per year: Spring (in January), fall (in June), and a capsule collection for holiday in October.
“Customers are loving working with a friendly stylist in an atmosphere that’s casual and relaxed,” says Rose. “We’re linking fashion with food, friends, and fun.”
Frontenac resident Melynda Brackney sees herself wearing her Pearl pieces to fall and Christmas parties around town. “I also think of it as great après-ski wear,” she says. “You don’t dress up a lot in the mountains but you still want to be stylish. This will be perfect for a night out in a mountain town.”
But selling Pearl isn’t just about making sales, says Adriene Coffey, senior director of sales and organizational development for the brand. “It’s about working one-on-one with clients on sizing, fit, and coordinating elements,” she says. “We’re working with women to help them build a wardrobe.”
Grace Jones of Kirkwood attended the trunk to shop for staple items for fall, she says. Jones selected a wool coat with three-quarter-length sleeves and a print poplin blouse, among other pieces.
“I’m not a formal person,” she says, “but I can see myself wearing these clothes anywhere.”
