As seen on WWD
Thank you WWD and Martino Carrera for featuring Geraldine London in your article "5 Brands Launched During the Pandemic". 🙏🏻 Being featured in WWD was always a dream of mine and it is an honour to be there alongside other incredible brands that launched with purpose in a difficult time.
Here is the part written about Geraldine London:
Alexia Genta, a well-known London designer who runs her Alexia Alterations couture alterations atelier in Knightsbridge, did not want to sit down and wait for the pandemic to wane. She had not only her business to preserve, but also the freelance jobs of her seamstresses who have helped her gain a reputation — hence Géraldine London came to light, a luxury headband label with a sustainable silver lining to it.
“The brand is all about the silver lining. We were in a difficult and painful situation and we made something beautiful and successful out of it. We make women feel beautiful effortlessly. While working from home, women are not dressing up, but the moment they put on our headband, they are instantly Zoom-ready,” explained Genta.
As per her main business with Alexia Alterations, which is on hold, Genta said it taught her “that resilience is everything, and this situation is no different. I have to fight for my seamstress and my atelier, and my weapon of choice is a headband.”
Four weeks in the making, the Géraldine London web site launched on May 1. Within two weeks the entire inventory of headbands sold out, with repeat purchases happening as well because the brand unveils new styles each Friday, allowed by a nimble business structure that was not impacted by the outbreak. “Challenges are big but so far manageable. I find that not being in the workroom where the headband is made is very challenging,” she noted, explaining that manufacturing is carried out remotely. Headbands are crafted from upcycled fabrics, making each piece almost one-of-a-kind, and the designer is also planning to allow customers to send garments in exchange for a discount and setting up partnerships with established London designers who provide their fabric remnants.
Debuted in response to the COVID-19 outbreak, the brand launched d-to-c and although Genta did not rule online wholesale in the future, she feels it’s not right at the moment. She decided instead to leverage her new business as a means to support Women’s Aid, an organization that fights domestic violence, by allocating 20 percent of sales to the cause. “I think that business for business sake in these difficult times didn’t sit right with me. I then read an article about the increase in domestic abuse during lockdown and I immediately turned to my husband and thought to myself how lucky I am to feel safe at home,” she noted."