Today we’d like to introduce you to Alyssa Dahl.
Hi Alyssa, we’d love for you to start by introducing yourself.
It all started with drawing animals and nature as a child, then elaborate outfits and glamorous dresses that I could wear myself one day. I started to fall more and more in love with fashion and design, and while I didn’t know it at the time, I had found my calling. Sewing classes in high school came next, but I found it to be too tedious for my creative soul. I started doing styling and personal shopping. I could look at someone and pull either an outfit for an occasion or an entire wardrobe for them. I loved putting outfits together, but I wanted to go deeper and be the one to create pieces. I applied for, and was accepted into FIDM, The Fashion Institute of Design and Merchandising, where my Downtown LA chapter started. I graduated and took an internship and then my design jobs. Long hours, long LA traffic, endless projects, high demands and very very cutthroat environments best describe these times, but that’s what they’re supposed to be, right? Climbing the corporate ladder was not how I wanted to spend my life. After being chased by a naked homeless man on the way to my car, and a subsequent panic attack in a traffic jam, I was determined to find a better way, and to control my own destiny.
I started taking on freelance design projects and waitressing to save money for my own company. And funny enough, that’s how I met my husband. Whenever I had a special occasion or I couldn’t find anything to wear, I would just make something. I would constantly get asked where I got my dresses, and so I started designing custom dresses. I found that when designing, I loved laces and making my own embroideries and the attention to detail that dresses required. Everything changed when my sister asked me to design her wedding dress. I was so honored she chose me to design and build something so impactful and full of love. Watching her walk down the aisle, in the most important moment of her life, in something that I dreamt up made me feel so special. What I could create from a drawing to a finished gown was actually important and could truly impact someone’s entire life.
And next came my own wedding dress! My husband makes me feel like a queen, so I wanted to represent that in my dress. I came up with a cape dripping in pearls, with crystal and pearl floral embellished neckline. Our venue was in the redwoods, I envisioned myself as a flower that had bloomed in the woods. I carefully placed the flowers from my lace as though they were the leaves falling and gathering on the forest floor. Scattered Swarovski crystals show the glimpses of light shining through the trees. This dress encompassed me. Sketching, draping, building my own pattern, and sewing my own dress piece by piece. I put my dress back on my dress form and as I stared at it, and began to sob. It was the first time I had made something so intricately detailed, that I thought was beyond my capability. I couldn’t believe I could create something so beautiful and that was the first time I’ve ever really felt proud of myself entirely. That I made this, and I can do this, I just have to keep believing in myself. The reaction to my dress was overwhelming – people were blown away. The design was unique, sexy, and perfectly matched my style and entire ethos of my design perspective. I continued to design custom dresses for friends and family, but I found it to be challenging for the bride to be a part of the creative process. I needed a line that reflected my passion, spoke to my inspirations, and filled a niche that I saw was missing from the bridal industry. Thus, Dahl Collection was born.
We all face challenges, but looking back would you describe it as a relatively smooth road?
Oh my goodness, there are so many obstacles! This has not been a smooth road for me, it has been extremely challenging. Being a creative person and trying to run a business, I didn’t even know where and how to start. Managing the million different tasks required and wearing every single hat all by myself! Leaving my job and not having any income. Trying to find a way to stand out, being unique, yet remaining affordable. Trying to find the right sewers and factories within the United States, I did not think was going to be an issue, but it is for bridal. Working on a budget and relying on my husband investing in my business. Finding ways to deal with the lows and rejection. Learning how the entire industry works. I came from the fashion world and had no idea how different the bridal world would be. I started Dahl Collection with a soft launch of 3 dresses. I showed up for my first Bridal Market show with my 3 dresses surrounded by some of the biggest bridal brands in the industry with hundreds of dresses and models. I was so intimidated and didn’t know a single person. I said to myself, you are here to network and learn. And that’s what I did. Every day I am learning and growing, and I just try to keep that positive mindset.
Appreciate you sharing that. What should we know about Dahl Collection?
I design and develop made-to-order bridal gowns in California for the unconventional bride who wants to express her own individuality, rather than follow traditions. I focus on unique designs, high-quality fabrics, and luxurious detailing at a more affordable price point. While shopping for my own wedding dress in 2018, I felt a void in the retail market. I loved the intricate details and quality of the couture designers but couldn’t afford the high price tag. I felt the designers within my budget lacked detail and quality. I always felt like I was in between and wanted something different. After making my own wedding dress I realized this was my niche. I design for the bride who is looking for luxury at a more affordable price point. For the bride who wants to add drama and sex appeal to her wedding gown and who isn’t looking for something traditional. I value authenticity and make a commitment to quality and affordability and to acting in a daring and feminine way. I am the most proud to be doing something different and that I love. I’ve never been the girl who followed the mold, and I’m happy to be giving brides a different perspective. I feel like I bring a new fresh take on bridal, and I hope to represent that with everything I do. I am also proud to actually be one of the few brands that makes their gowns in California. Most bridal brands are produced overseas because the labor charge is so low, that I had such a hard time finding sewers and factories in the United States. I am happy to know that my sewers are being paid great wages and working conditions. I hope that by making my gowns here, that it will help drive the demand back to the United States, so we can hire more workers and start more factories to produce garments here in the future.
What has been the most important lesson you’ve learned along your journey?
That I can do it. Finding the self-confidence and finding someone who believes in me (my husband.) You can’t start a business unless you believe you can do it and surround yourself with people who believe in you.
Pricing:
- Gowns range: $3,950-$5,700
Contact Info:
- Website: www.dahlcollection.com
- Instagram: https://www.instagram.com/dahlcollection/
- Facebook: https://www.facebook.com/DahlCollection/
- Other: https://www.pinterest.com/DahlCollection/
Image Credits
Cover Photo: Brandon Scott Photography Forest & Beach Photo: Shiloe Noelle Photography
