Conversations with Allegra Richdale

Today we’d like to introduce you to Allegra Richdale.

Hi Allegra, we’d love for you to start by introducing yourself.
I was a lawyer with a young daughter when the loss of my mother prompted me to find work that truly inspired me and brought joy. A love of fashion and design, something that my mother and I shared, guided me as I explored the idea of creating a line for little girls. I envisioned an aesthetic that harkened back to my childhood days in Boston in the ‘70s, that was infused with European charm and craftsmanship, and that captured the sweet innocence of youth. I knew what I didn’t want to be was another fast fashion brand, rather a line that could withstand time and trends.

I met my partner, designer Nanaz Hatami, through pure and perfect happenstance, and together over time we built our little company from scratch. It was a gamble, but through mindful business practices and perseverance, we have made many of our dreams come true. We have our own online boutique; we are also available in select brick-and-mortar shops that I love; and we have also partnered with innovative platforms like Maisonette and The Dopple. We personally oversee every detail of Tessa James and continue to grow, refine, and expand our collection. Tessa James is truly my second child!

Would you say it’s been a smooth road, and if not what are some of the biggest challenges you’ve faced along the way?
Retail is not for the faint of heart. And as someone with little experience in garment production, I faced a steep learning curve. At the beginning, there were some memorable snafus — a factory that delivered a collection rife with mistakes, an order that was delivered a month late, resulting in customer cancellations (so painful!). We were a small fish in a big pond and were often pushed to the back of the production line. I learned to navigate these pitfalls and we were hitting our stride when the pandemic struck. Boutiques were closing and orders were being canceled. Everything came to a screeching halt. We, like everyone, freaked and then had to adapt quickly. We turned our attention to e-commerce, enhancing our website and partnering with other online clothing vendors. We also started hand-sewing masks from off-cuts of our Liberty fabrics and donating them to nurses, hospitals, and people in need who contacted us directly via Instagram. (Our masks became so popular through social media that they are now a part of the collection.) We felt extraordinarily connected to our community during this time. Miraculously, Tessa James managed to thrive.

As you know, we’re big fans of you and your work. For our readers who might not be as familiar what can you tell them about what you do?
We create timeless clothing for little girls that is beautifully constructed, made from premium cottons, and designed to last. We are mad for gorgeous fabric—Liberty, French gingham, pique, and eyelet. And we pay attention to the details, finishing our pieces with classic ric rac and piping, little pockets and sweet buttons. Our hope is that our pieces earn a place in a family’s history—that they are a part of special moments such as birthday parties, weddings, newborn celebrations—and are shared and passed down. Our collection is carefully considered. We are seasonless, so we don’t have to produce according to the insatiable demands of mass-market retail. And we make pieces that we love, that have meaning, that capture a memory. For example, I was intent on introducing a kimono robe to the collection because, as a toddler living on Guam, I ran around in tiny silk kimonos. So comfortable! So cute! The resulting Veetzie kimono robe has become our calling card, and we now make matching robes for women. We cannot keep them in stock. It is a unique style that comes from the heart. We just love what we do.

Any advice for finding a mentor or networking in general?
The six degrees of separation theory holds true: you can find the path to those who can help you by talking to everyone you know. Everyone knows someone who knows someone! I made significant inroads and serendipitous connections through random conversations with people I encountered just going about my life. (I found my first pattern maker through a facialist! Her husband knew a guy.) To that end, it is so important to return a favor. To say thank you. A network only grows in size and potency with nurturing.

While I have not had a mentor per se, I do have a squad of female professionals in my life that have been integral to the development of Tessa James. A textile guru, whose taste and savior faire I admire and emulate; a fine artist whose artwork has inspired our branding and whose activism has permeated our ethos; women who have founded their own companies and who generously share business strategy and advice; photographers who have created images that capture our aesthetic. I have learned so much through work and discussion with this group, and Tessa James is better for it.

Pricing:

• Baby Girls – $44-$120
• Little Girls – $44- $140
• Mommy and Me Kimono Robes – $125-$225
• Bows and Headbands – $18-$25
• Vintage locket necklaces – $150-$295

Contact Info:

• Email: [email protected]
• Website: www.tessajamescollection.com
• Instagram: @tessajamescollection

Image Credits:
Personal Photo: Trish Alison Photography Additional Photos: 1) Eva Nys 2) Eva Nys 3) Aaron Schwartz 4) Trish Alison Photography 5) Trish Alison Photography 6) Aaron Schwartz 7) Eva Nys 8) Eva Nys