Closing the Brand: A Note from our Founder
My Fellow Petite,
I wanted to reach out to let you know we've made the difficult decision to unfortunately move on from our beloved brand. This has not been an easy decision by any means as it has been such a gratifying journey to get to know so many of you, to help solve some of your shopping pain points and to rally around the cry that “Petite is Powerful!”
I was inspired to start this journey to solve not only my own challenges, but those of millions of petite women who found shopping as arduous as I did. Having no background in the fashion industry I knew this wasn’t going to be an easy feat, but since half the female population in the US is 5’4” & under I knew I had to at least give it a shot. We started off as an online boutique (under a different name and brand) and eventually decided that we needed to make our own pieces to deliver the customer experience we thought petites deserved.
Thanks to your help, we successfully launched the first product on Kickstarter and it was a blast to hear your incredible reactions! Since then we’ve been working hard on a new collection, mainly inspired by your feedback. However, sometimes you have to pause and assess if you’re really making the right decision for yourself, your brand, and most importantly, your customers. And when we did just that, we realized that we weren’t going to be able to deliver on our vision. Fashion is a cash-intensive business and quite simply we did not have the right amount to invest to deliver the customer experience you deserve.
While we are closing this chapter, I’d love to leave you with a few things that really stuck with me through this experience:
- Women are really hard on themselves: Whether I’m self-reflecting with other female entrepreneurs or talking to customers, I can’t help but notice women have a tendency to undermine their own accomplishments and be their own worst critic. Through Carolina Alvo I was very passionate about showcasing “petite” in a positive light by highlighting other amazing petite women because I felt strongly that women needed more affirmative messages in their life. As I approach my 30th birthday, I’m trying to take a strong dose of my own advice and not be so hard on myself (which has not been easy given this transition). But I’m trying to focus on all that we have accomplished and learned versus what didn’t go as planned. I hope to make this a habit in the future and hope you do as well!
- How we shop really matters: There is no easy way to say it: the fashion industry is an incredibly wasteful industry and we are all responsible for it being this way. Here are two great resources that sum it up better than I ever could: Overdressed & The True Cost. I would encourage you to check them out and learn how our habits have an impact on millions around the world as well as major consequences for generations to come. The good news is there are many organizations and brands that want to change the course of the industry like Project Just and the Brooklyn Fashion Design Accelerator and we all have the power to get onboard and be a part of this small, yet growing trend.
- There has never been a better time to create a niche business: The startup community is inspiring and there is no shortage of amazingly creative people who are solving new problems everyday. Fashion startups are no exception and there has never been a better time to start a business that is solving a unique problem. I still strongly believe that petite fashion will have its moment and I will be keeping my eye out for great new brands that will fill the void. I encourage you to support emerging brands, as you have supported us, because the little brands need all the help they can get. A new favorite of mine just recently launched here in New York by three sisters, Gertrude & Sly. Check them out and keep your eyes out for the next emerging designer trying and change petite fashion!
It’s been such an honor to take this journey with you and words cannot tell you how much I appreciate it. If you have any questions, please feel free to reach out to me directly: Carolina@carolinaalvo.com. We do have still have limited stock of our Kathleen Dress in black so if you or anyone you know needs a great fit & flare dress, please let me know.
Thank you again for your continued support and remember: Petite is Powerful!
With a disproportionately large amount of gratitude,