Searching for the Perfect Dress Turned Into the Perfect Business for Alyssa Kahle!

When Alyssa Kahle was searching for "the dress" ahead of her wedding day, she found herself repeatedly let down by the available options. She decided to take matters into her own hands and ended up creating her own stunning gown. 

Not long after, she quit her job as a CPA and decided to turn that first project into a thriving business. We caught up with Alyssa to find out how she's finding new customers now and what she's hoping to learn from you as she begins to think about expanding her retail business.

Name: Alyssa Kahle

Job: Owner and Designer, Alyssa Kristin Bridal Gowns

Started: April 2014

How did you create your awesome job?

With lots of determination and positive thinking! This sounds cliché, but starting a new venture has a lot of ups and downs, so for me it was critical to always keep moving forward and maintain a belief in myself.

I started Alyssa Kristin Bridal Gowns because I think a bride should have it all on her wedding day – a beautifully constructed gown at her price point that makes her feel like the most beautiful version of herself.

I failed to find a gown that filled these three criteria during my own experience of trying to find the perfect wedding dress. Ultimately, I decided to design and create my own. That process highlighted to me that there was a big gap in the marketplace. So, I left the world of corporate accounting and launched my own bridal line.

Who was your very first customer? How did you find them?

I guess, technically, I was my first customer! 

I was still working as a Certified Public Accountant and finding the "dress" before my own wedding was becoming unbearable, so I decided to take matters into my own hands. I had no formal training in sewing or dress-making, but taught myself throughout the process. I'm a very hands-on, creative person and love a good challenge – it was the perfect project.

After I launched my business, my first wholesale client was a new bridal boutique in Columbus, Ohio started by two sisters. They found my designs online while looking for emerging designers in the Chicago area. I was shocked to hear from them because I was very new to the online space. My website was very basic, and only showed up on the 12th page of results when you searched for me on Google.

That first sale gave me confidence and showed me that, above all else, a good product is key. After that, I rebalanced my focus and spent more time honing in on my designs.

When did you know your business was going to work? What was the exact moment?

I knew I was onto something good when I landed my second wholesale account. 

The bridal market is highly competitive and when I approached my second wholesale account, I was the third local designer to show them a collection. Not only did she purchase my pieces right there on the spot, I was the only local collection she picked up! 

I walked out of the boutique, turned the corner and did an unabashed happy dance in the middle of the street. I may have also let out a shriek of happiness.

What has been the biggest surprise in starting your own business?

So far, I've been blown away by the Midwest wedding industry. It's comprised mostly of small business owners (many of which are women) and it's a community that supports, encourages and shares. 

I love learning from, and working with, fellow entrepreneurs that empower each other and the entire industry.

How do you price your gowns?

I price my products with my end consumer in mind. Wholesale and retail pricing are formula driven, so to control the end price, I need to control the inputs. 

I start with a target end price and try to back into material prices and labor hours. This helps me decide what the lining materials will be and the finishing details. 

The biggest lesson in pricing I've learned is that I need to be realistic of what my costs actually are and not try to use lower figures today based on the idea that by the time I’m creating my next collection, I’ll have better economies of scale. That just doesn't work out right for my industry.

What does a typical day look like for you?

No two days look alike. As I grow my label, I've learned that I have to balance business and design. 

Some days, I seem to spend way more time behind my computer than behind my sewing machine. Between fittings, meeting with custom clients, sourcing fabrics for the new collection, sketching, marketing, production and networking... everyday looks a little different. This is one of the things I love about being my own boss. 

However, with so much to do, it's easy to blur the line between work and my personal life. There are weeks when I only put in 40 hours, but then there are other weeks when I log 100 hours. It's definitely not all glitz and glam, but I won’t trade it for anything.

If you could go back in time, what’s the one thing you’d do differently in starting your business?

I would have started outsourcing tasks that aren't my strengths WAY earlier in the process.

Starting out, I tried to do everything myself – production, samples, web design, marketing, bookkeeping, sales, etc.

I would have been much more efficient if I'd stuck to the areas I excel in and worked with other people who specialize in the areas where I'm weakest.

What would you like to learn today from a network of other small business owners and self-employed professionals?

I'm interested in finding a sales rep to present my collections to boutiques (selling is not my strongest area). Some of the questions I have are:

Where would I find sales rep candidates? How would I screen them to see if there are qualified and would be a good fit for my label? What is a typical pay/commission structure?

I’d also like to hear from those who have opened flagship stores. Has it been a positive experience? How did you weigh the costs and benefits? Did you get a negative response from your wholesale accounts?

For designers who have a licensing agreement with a large company... What is the percentage you get for each sale (net discounts, etc.)? Does that change if your name is associated with the label/collection?

These are the questions I'm hoping to get answered next in my business!

Can you help Alyssa out with her questions?

Alyssa is looking for ways to take her business to the next level by working with a sales rep and exploring what it would be like to open a flagship store.

Do you have an experience to share with Alyssa? Tell us below! :-)