Photo (above): Wedding dress: Dianna David
Article in collaboration with Dianna David
From doll clothes to a well-known clothing brand
Dianna Lambrechts was born in 1959, the third of six children. Her mother had a ‘small but lovely’ clothing workshop, where Dianna loved to spend all her free time as a little girl. “I wanted to spend every second of my free time in my mother's workshop. I sewed dresses for my dolls and later I also made my own clothes,” Dianna smiles proudly.
When Dianna was twelve years old, she already had a very clear idea of what she wanted to be when she grew up. By the age of eighteen, she already had a complete picture of her future business in her head. “I was completely ready, or at least I thought so at the time. I didn't think it would require so much sacrifice on my part. Everything I have achieved today did not come easily. I had to fight and work incredibly hard for this success,” says Dianna passionately.
“The experience I have gained over the years in my own studio is priceless. My father never allowed me to study fashion; he didn't approve of it. So I studied accounting instead, which ultimately came in handy,” laughs Dianna. "I actually learned the trade on the job and surrounded myself with people who had a wealth of experience. To this day, I am still enormously grateful for this and, in turn, I am happy to pass on my knowledge and experience to our younger staff," Dianna explains.
100% finishing and customization
“I finally started my business 39 years ago, in the midst of a crisis. Most workshops were moving abroad at the time because labor costs were much lower there. I, on the other hand, stayed in Belgium. Everyone said I was completely crazy, but in hindsight, that choice was my great fortune...”, Dianna says enthusiastically.
Dianna wanted to focus 100% on finishing and customization, which she believed she could best control in Belgium at the time. “Abroad, people often focus on the ‘cheap’ aspect, and not necessarily on the quality and finish of a design. I was convinced that the love for customization would return and that there would be a lot of demand for it in the future,” explains Dianna.
And she was right: today, there are very few people who can really sew and make patterns. An alteration is not ‘custom work’ and should not be called that, according to Dianna. “True custom work takes time and special experience. My staff receive two to three years of training in my studio before they can actually work for our Dianna David brand.”.
Every woman is beautiful and can shine!
Dianna knows that everyone is completely unique. She wants every customer to be themselves: “We insist that everyone feels comfortable. Every woman is beautiful and can shine, I am incredibly convinced of that. That's why it's so important to work with customization. We always look together at what suits our brides best and makes them look their most beautiful,” explains Dianna.
For Dianna, refined finishes and the use of high-quality fabrics are very important. “In our studio, we always choose top quality. This choice has strengthened us enormously over the years. Our prices are not necessarily more expensive than those in other stores, because we produce everything in our own studio in Belgium and can therefore deliver directly to our customers,” says Dianna.
Choosing and trying on
Dianna David's bridal fashion store has a collection of more than 150 different models for customers to choose from and try on. "Our customers can change any model and can also choose their fabric and color, after which everything is made to measure. We start from scratch for every customer. That way, we can give everyone our honest advice. I think it's very important that our customers can first see what they are ordering based on examples. Because let's face it, you can't buy your perfect outfit based on a drawing or a 10cm by 10cm piece of fabric, can you?," laughs Dianna.
“Above all, a customer must feel at ease. Every woman can be beautiful, I am convinced of that. By getting a good sense of what the customer wants and working with her to see what suits her best, we achieve the desired result,” says Dianna. “Every customer is a calling card for us when she walks out the door,” is Dianna David's motto.
Go for a unique experience and enjoy Dianna David's personal approach and philosophy.
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