Behind the Brand... Sant Elia
Established in 2013 as a project of love to explore the artistry of bridal fashion, Sant Elia has evolved into one of Sydney’s premium couture bridal labels. At the helm, Creative Director and Founder Stephanie Caltabiano Cherrington is mused by the individual bride, her style and her sense of integrity.
Instagram & Website?
Star Sign?
Libra
A day in your life?
I wake early with my son and start the day by making him breakfast, getting us ready whilst inhaling a strong coffee or two. There’s unnecessary long social media and email checks followed by drop offs and the commute. On the way I listen to a lot of podcasts and make my catch up phone calls as I drive (on Bluetooth of course).
Usually I’ll start the working day with a team WIP and a bagel if I’m lucky enough to be able to stop into my favourite local coffee shop.
My day usually consists of lots of different roles – customer fittings, sales consultations, creative direction, collection sketching and management of the work room.
There’s lots of inappropriate music, fun conversations and hard work that happens in the Atelier.
After work, it’s time to start my mum life shift again. I cook dinner, play with my son and prepare him for bed and then it’s back to social media to post before 8pm! I try to find time to read or unwind with Ru Paul’s drag race, then it’s to bed in preparation to do it all again the next day.
The reason you started Sant Elia?
Sant Elia was a project that I could approach with authentic passion and love for the process. It's a place where I was able to get to know my clients and work closely with people to have an impact on their lives as the memory of their wedding dress lives on forever. Also importantly, I have a conscious eye on the environmental impact of the fashion industry and was able to see how I could cultivate a process that involved sustainability and slow fashion ideals.
AND ON THAT NOTE… WHERE DID YOU START? IT SEEMS LIKE THERE ARE SO MANY THINGS TO ORGANISE AND THINK ABOUT, SO WHAT WAS THE FIRST STEP?
The first few steps included creating garment samples and shooting content. Since the beginning of Sant Elia I have been creating samples and producing creative campaigns/photoshoots regularly. My business, like many others these days, started with building an Instagram/Facebook following. We also took on any client we could get at the time, producing as much work as we could take on. As a result word of mouth spread quite quickly and we started to build a customer base and rented our first small shop at the end of 2014.
I think anyone who wants to launch a business just needs to start producing as much as they can. I have learned the most from sampling and creating products, even when I didn’t feel it was good enough or that people wouldn’t respond the way I hoped. By continually putting garments out into the world we have been able to grow our signature look and brand identity.
Words to live by?
"The most revolutionary thing a woman can do: the next right thing, one thing at a time, without asking permission or offering explanation."
Glennon Doyle
The most unexpected challenge involved in Sant Elia?
The obvious answer here has been the roller coaster that COVID-19 has taken us all on - 2020 was a very unpredictable time. However, we used this time to revise, review and introduce new structures and processes to the business.
We worked with JOELLE STUDIO during this time to relaunch our website, overhaul our e-boutique and launch our sister label S.E by Sant Elia.
And what about the most rewarding part?
I have two answers.
One has been cultivating a brand, team and atmosphere that reflects our core values. It has been rewarding to stand back recently and appreciate the culture of our atelier and furthermore the reputation our brand has in the industry.
Secondly, I still get goosebumps at every single brides’ final fitting. Creating each gown is a labour of love and the magic of that moment will never wear off.
What were you doing before you started Sant Elia?
I completed my degree in fashion and launched myself into the commercial fashion industry thinking that I want to plant myself into that world.
After completing several years in labels from fast to high end designer businesses I grew to a senior level designer. However, climbing the ladder was not as fulfilling as I had imagined.
On the side I was taking on designing dresses for friends and realised that I had a passion for couture.
I sort of fell into bridal when one of those dresses went viral on social media and I started getting requests from potential clients.
Advice for someone wanting to get into the event industry?
As my good friend always reminds me – stay in your own lane. Have your competitors in your periphery but don’t make them your focus. It’s important to build your own niche in this overly populated industry so that your social media, brand image, and product all align. This way you reach your own ideal clientele, and you will realise that authentically and organically you will build your brand.
Final words….
Having a clear message and vision is the most powerful tool, I find purpose and drive in coming to work every day. Fulfilling my creative dreams has been the greatest gift that Sant Elia has provided, making all the adversity, challenges, and rejection completely worth the effort.
www.santelia.com.au
Images by Lara Hotz Photography