A Little Q&A with TSALT (+ How the Atelier is Perfect for Your Body Type)
TSALT’s inspiration started with Tamara’s love of vintage styles. There is a romance that resonated from the 30’s and 40’s eras that intrigued her…if they could be updated with attention to new textiles that would bring a lifestyle sensibility to the collection. Zoe models the sequin t-shirt dress, which is the same dress Christen wore to the Alexandria Stylebook party last October. We made some modifications to the design per Christen’s request, which made her dress her own.
It’s been more than a year now since the brand now known as TSALT (sôlt) began as an idea: Tamara wanted to create a brand for women who fall outside the standard model and have had difficulty finding clothing that fits correctly. Tamara, with her athletic shoulders and small frame, is not an off-the-rack fit herself. She understands the frustrations that women face when looking for a dress, or clothing in general.
This is the original inspiration scape I shot in my back yard last summer based on fabrics and the essence of what we had been discussing for the collection. It now feels like such a part of what hangs in the boutique, proving that we never strayed from the original concept.
What started as a clothing line has evolved into a full-blown boutique, with our offices and studio residing above. Getting first-hand information from women in our community is how we intend to perfect our fit and establish a clear idea of what is desired from a lifestyle collection. We hope this is somewhat refreshing in comparison to feeling that fashion wants to dictate our needs.
I thought it would be a great time to explore the timeline of this little Alexandria business that continues to evolve, and perhaps answer some of the questions that have been posed by our clients and in conversations around the community.
How long have you been here?
Many of our clients who stumble in are soon to ask, “How long have you been here?” To us on the inside, this is a running joke as we are still waiting on a sign. As the marketing director, I’m a firm believer that some things should be allowed to be discovered. Consider what it feels like to find a special seashell on the beach. Anyone can go buy that perfect shell in a little shell shop by the seashore, but to actually find that shell gives it the power of unexpected delight. Our “soft opening” has taken to new lengths as we have been juggling a variety of tasks inside the boutique, however I love to watch those who have entered our door as they relish the feeling of discovery.
This is the Northern Virginia Magazine “Shop Talk” series that just hit newsstands this month.
Soon all of this will end and the honeymoon period will be over as our second mention in Northern Virginia Magazine is out this month in Shop Talk. Patience is indeed a virtue.
How would I use the custom aspect to my advantage?
The custom collection is where we will differentiate ourselves from other shops in the neighborhood. Here is one story that exemplifies how unique the process can be for those who are open to “custom” clothing. The major difference is having to wait for the piece to be made thus understanding the timeline for your purposes. Last-minute shopping can lead to less thoughtful decisions. Putting a little preparation in place will offer a woman something that has been made to her measurements that she will really use.
TSALT’s inspiration started with Tamara’s love of vintage styles. There is a romance that resonated from the 30’s and 40’s eras that intrigued her…if they could be updated with attention to new textiles that would bring a lifestyle sensibility to the collection. Zoe models the sequin t-shirt dress, which is the same dress Christen wore to the Alexandria Stylebook party last October. We made some modifications to the design per Christen’s request, which made her dress her own.
Here is an actual example of what happened when using our custom service. One afternoon I overheard our sales team assisting a woman who was searching for a top to pair with a skirt she owned and happened to be wearing that day. She was heading out of town to a wedding in Nashville at the end of the week and wanted to wear the skirt but was having a hard time finishing the look with the right top. For the church service wedding, she wanted to have some arm coverage.
The stylist in me saw an opportunity to help and get involved at this moment. I introduced myself and my profession and asked her to take a leap of faith with me for a moment. Although we did not have the top readily available on the sales floor (as that one was now en route to Aspen for Tamara’s mother), we had the pattern. I showed the client a swatch of the fabric and explained in detail the style of the top and how it would be ideal for the skirt. I believe it was a match made in style heaven because as convincing as I can be, she obliged me by letting us take her measurements and create the top for her. Three days later, she came in and tried on the top that Rebecca has sewn upstairs. Her reaction? She said this was such a great experience and was thrilled with the finished product.
What should I expect from the TSALT process for having something made?
Our process usually begins with setting up an appointment. We have a rack of styles that show examples of the styles that TSALT offers and by the fall we will have a lookbook for clients to see a more comprehensive collection of styles Tamara has produced. The initial appointment can take about 30 minutes to an hour to discuss the parameters of what the client is looking for. We charge for the consultation but the cost can then be used toward the price of the custom garment. Some pieces take a little more time and multiple fittings but we try to establish expectations during the initial design phase process. For example, the availability of fabric and cost of shipping can create unforeseen dynamics when you are making something from nothing.
Seeing ideas become solutions for clients is an entirely new aspect to my experience with retail. Fit issues can take up a lot of time and energy. Taking a personal approach to clothing through utilizing tailors and seamstresses is nothing new but it is something that we’ve steered away from with the onset of the Industrial Revolution. Adding a design element and bringing this type of service to a historic town seems like we’ve come full circle. We hope our community will welcome the unique nature of an atelier, reminiscent of something you would find in a European town. Understanding that it takes time to nurture a new process, we have curated a lineup of supporting collections from brands like SBJ Austin, Velvet by Graham Spencer, Smythe, FRAME, Elizabeth & James, Alice & Olivia to name a few, offering shoppers who still want that immediate gratification.
Reflecting on how far we’ve come in a year has been helpful because we’ve had our fair share of mishaps on the production end. Nothing gets us down for long though as we absorb how the mistakes are part of the process towards our success. With that being said, we have three considerably strong contenders vying for the spot of best seller: The Split Back Sweater, The Cowl Top, and The Cowl Dress. Young and old alike have been in love with these styles and appreciate how they enhance the existing wardrobe.
To see our entire TSALT lookbook, click here.
This fall we are excited to present more great lines to our sales floor and invite clients to consider Tamara’s custom designs for the upcoming inaugural events. We also want Alexandria Stylebook readers to set aside September 29th for our long awaited launch party. Old Town is such a special community and finding our niche in a place that used to pride itself exclusively on small businesses that were vital to the community’s needs feels exciting and a form of destiny at play.
I invite you to follow us on Facebook, Instagram, and Twitter…we are still trying to understand Snapchat but we’re getting there!
