Smashing Darling Blog

Arielle Parker Bergmann is the designer for her own line called, Elleira Couture. She began her love for fashion at the mere age of eight years old with the hopes and aspirations of becoming a fashion designer. She expanded her knowledge of fashion and fueled her passion to create with all things around her. Arielle learned more and more everyday by studying the work of the icons and forerunners of the fashion industry. She continued her education by studying fashion design at the Savannah College of Art and Design in Georgia.

Trish: How did you get into the business of fashion?
Arielle: Fashion is something I always have been passionate about. When I graduated college I thought I would find a great job and eventually pursue starting my company. After working for someone else for my first two years out of college I realized that I would never be happy unless I was designing my own line. I freelanced for a while and then when the time was right I took the leap and in early 2007 started my own line, Elleira Couture.

Trish: Where and what did you Study?
Arielle: I went to Savannah College of Art and Design to Study Fashion design. I graduated in 2004.

Trish: When did you start your own line of clothing?
Arielle: In 2007 I started really small. My first collection was in spring of 2007 and it only consisted of a few graphic tees and two skirts.

Trish: How is your clothing produced?
Arielle: All my clothing is produced here in the United States on a small scale. All my samples are made here in Huntsville, where I live, and all my orders are manufactured in a small factory in Tennessee. I am really adamant about keeping my clothing manufactured in the US. I want to keep everything here in the States to support local businesses.

Trish: Where do you turn for inspiration for your designs?
Arielle: It really just depends, I am constantly full of ideas, influences, and concepts. My decision making is very sporadic and usually my inspiration comes straight from my mood.

Trish: How do you market yourself and your label?
Arielle: I am a huge advocate of grass roots marketing and I try to reach people through the community and let them know what I am doing and what I stand for. It is also nice to have an active working relationship with most of my vendors.

Trish: How do you see your company in the future?
Arielle: Well hopefully, in the future I see my company being successful enough to support my current lifestyle. Currently, I am a high school teacher, and as much as I love it I don’t want to do it forever. The ultimate goal for my company is to quit teaching by the time I turn 30 and be able to design and manage my Clothing line and start a family.

Trish: What does your average day entail?
Arielle: I wake up around 6:00 am to get ready for my school day. I teach High School students all about my passion (Fashion). I get done with my school day at 3:30. Currently, over the past few weeks I have been preparing for Charlotte fashion Week and now Spring Market in Atlanta. Designing is probably the best and easiest part of my job but I spend very little time doing that. I am usually sourcing fabrics and working with fabrics and my manufacturers to get pricing and take care of other administrative stuff.

Trish: Describe your personal style?
Arielle: My style changes with my mood. I would never design something I would not wear. But on a daily basis, I change up my style. I love being able to express however I feel. So some days I dress classic and some days I dress trendy. If you were to look in my closet there is nothing you should be surprised to find, because I dress differently every day. So I guess if I had to described my style in one word it would be eclectic.

Trish: Who are your fashion icons (past or present)? Do you think they influenced your personal style?
Arielle: Coco Chanel is my all time favorite. I definitely think her style influences me as a designer because I try to keep my clothing classic but not boring. Coco Chanel was an innovator of her time. I hope that one day I will be able to have even some degree of the influence she has had on fashion today.

Trish: Do you have any current fashion obsessions?
Arielle: I guess tights and sneakers, but not together. I have tights and leggings in almost every color available. And well Sneakers are just awesome because they are fun and comfortable and you can still make a fashion statement by wearing them without looking like you’re going to the gym.

Trish: Is there anyone in the Smashing Darling community you have a question or comment for?
Arielle: Misile, since you have been producing in the US for about 5 years now, what is some advice you would offer to someone who is trying to do the same?