Dawn Smart, Chief Executive and head designer of Dore Designs hasn’t made a seven figure success without living up to her last name namesake. Much of her success has come as a result of her approach to the ballroom market and beyond with highly coveted, custom made gowns – for all body types. Smart understands that all women are built differently, but they still want to look amazing and that shouldn’t limit their options.
She began working with Dore Designs in the ‘90s as a sales representative in a company of less than 10 employees. It was through her experience as a dancer, teacher and manager, as well as her background in fashion design and garment construction that really helped the business to expand their clientele, while also keeping their loyal client base happy and training new staff members. She began transforming the company from a local operation with only dance costumes to a global leader in cutting edge fashion for competitive ballroom dancing, professional athletes, and the everyday woman.
Since 2007 when Smart began her post as CEO of Dore Designs, the company has experienced tremendous growth as a result of her leadership. Boasting more than $2 million annually in sales, the company’s yearly gross margin has more than doubled in the last five years – having grown form 10 people to 40 full and part-time employees throughout the U.S.
Smart leads a sales-driven focused business, training her sales representatives with a plethora of design tools that have aided in reaching a diverse clientele beyond the ballroom market. Her representatives are not only talented in sales, but they receive training on the ins and outs of garment construction including how to execute rough illustrations and take extensive measurements, therefore empowering them to properly communicate the individual client needs to the designers.
One other unique aspect to the business is that Dore Designs remains true to the French tradition of haute couture – also known as “high dressmaking” – in which each garment is designed as an exclusive creation made to the wearer’s specific measurements and carriage. The garments are produced in a variety of materials to suit the wearer – from jersey to crepe, silk, elastin and even richer embellishments such as Swarovski crystals and hand painting for more glamorous looks. Each gown is hand crafted and is designed to make the wearer feel confident, comfortable and elegant.
Smart’s business success has also put her in front of the eye of America. Her designs can be seen on reality television shows such as “So You Think You Can Dance.” As a result of this show, she’s not only expanded the awareness of the business, but ballroom-style dancing collectively has enjoyed more popularity and made the art form more accessible and enjoyable for professional and non-professional dancers, as well as the everyday viewer.
Smart hasn’t stopped there. Her work will also be featured on a brand new upcoming reality show called “Ballroom Blitz,” premiering on TLC in the Fall. Smart is also working on preparations for her third showing at New York Fashion Week. Smart’s business model for the future will be focused on couture and ready-to-wear lines for evening. She will also provide practice wear that can be customized for dance studios.
For more, visit www.doredesigns.com and www.facebook.com/DoreDesigns.