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Tory Burch

Founder and Creative Director, Tory Burch

Featured Lady Tory Burch launched her namesake company in February 2004 to fill a void in the fashion industry. By offering an affordable, accessible, luxury lifestyle brand, Tory innovated the marketplace. Today, her collections are available at Tory Burch boutiques,  and in 450 select department and specialty stores worldwide. Celebrity fans include Oprah Winfrey, Jennifer Lopez, Cameron Diaz, Uma Thurman and Hilary Swank. As a nod to her innovative brand, in 2008 Tory was honored by the Council of Fashion Designers of America with what is considered the Academy Award of fashion – Accessory Designer of the Year.

Tory’s retail days began when she was a sophomore in high school and worked at Benetton folding sweaters. Later, her first job in fashion was as an assistant for the designer Zoran doing everything from sales to press relations. “It was an incredible experience,” she says. “And I learned so much.”

After years working in the fashion industry and as a customer, Tory noticed there was a gap in the market for clothes that were not only beautifully made, but also accessibly priced. She wanted to create classic American sportswear that was luxurious and sophisticated at a more attainable price point. So, in 2004 Tory started Tory Burch out of her apartment and opened her flagship boutique in New York City’s Nolita neighborhood.

Tory also wanted customers to feel like they walked into her living room rather than a store, so she bucked the popular minimalist retail decorating trend by adorning her boutique with bright orange walls, green carpet, vintage chandeliers and white couches to give the location a unique and luxurious feel.

The next year was big for Tory Burch. Brand recognition for her company changed overnight after Tory appeared on Oprah as “the next big thing in fashion.” That day, toryburch.com received eight million hits. Oprah also wore Tory’s tunics on the cover of O, The Oprah Magazine, in June 2005 and July 2006. Tory was also acknowledged for her store’s design aesthetic when Fashion Group International awarded Tory Burch the 2005 Best New Retail Concept for going against the minimalist retail design concept.

Over the next several years, Tory added stores in major United States cities, began international distribution with prominent retailer Harvey Nichols in London and Dubai, and established her retail presence in Milan, Tokyo and Manila.

The Tory Burch collection is influenced by many forces including Tory’s childhood on a farm near Philadelphia and her mother and father’s unique sense of personal style. “My parents Buddy and Reva are my greatest inspirations,” she says. “They were such an effortlessly chic couple and so gracious and welcoming to everyone they met.”

Photography, art, films, travel and the work of interior designer David Hicks drive Tory’s designs, as well.

Inspiration at Tory Burch also comes from team members. “Many people on our team have been with the company since we started it out of my apartment six years ago,” she says. “We keep each other motivated by coming up with new ideas and finding inspiration everywhere. It’s very collaborative, and people feel like they are an integral part of something special.”

“We have an extraordinary group of people who all have different opinions and experiences. This diversity makes us stronger, more collaborative and pushes us to come up with great ideas, business-wise and design-wise.”

The goal at Tory Burch has always been to build a lifestyle brand that customers return to season after season, year after year. “Every season we think about the collection as a lifestyle – what do women need and what do they want?” she says. “We think about that across all our categories.” Within her collections, Tory strives to offer special, versatile pieces that women can make their own.

After six years in business, Tory Burch is poised for more expansion. “We have managed our growth, making sure that everything was done at the right time and for the right reasons,” says Tory. “We want to grow worldwide slowly and strategically, while always maintaining our quality, prices and relationship with the customer.”

When Tory started her company in 2004, she wanted to create a foundation to help other women achieve their dreams. “Last year, we started the Tory Burch Foundation with our partner Accion USA to financially empower women,” Tory says. “Through microfinance, we enable women to start, sustain and grow their own businesses. They in turn can help their communities, revitalize local economies and support others.”

What we learned from Tory: “Have confidence in your unique idea and be tenacious.”

Will to Win
“My parents and family instilled in me a strong work-ethic, the confidence to do anything and a desire to follow-through.”

Customer Commitment
“We work hard to maintain a high level of design at a price that is attainable.”

Good Times
“One of the most exciting moments was the first time I saw a woman wearing something from our Tory Burch collection, I was so excited and flattered.”

This Featured Lady was profiled by Megan L. Reese, WORDrobe® Stylist for Her Write Image in West Grove, PA.

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