Today we’d like to introduce you to Devan Gregori.
Hi Devan, so excited to have you on the platform. So before we get into questions about your work-life, maybe you can bring our readers up to speed on your story and how you got to where you are today?
I started the Devan Gregori label started in 2019. At the time, I was working at a tech start-up and designing drag costumes on the side. I knew I wanted to start a line, but I couldn’t dedicate enough time to it to actually get it off the ground.
When I was ready to take it seriously, I committed fully….which means I quit my full-time job and moved in with my parents. I was extremely lucky to have parents that, too, were entrepreneurs in their day, so they completely supported my decision to start my own company and live with them while I got it off the ground.
The label officially launched in 2020, which, needless to say, was not a great start. So to maintain this company, I knew I’d be growing it slowly. I entered the workforce again to support myself and sustain the financial responsibility of the company (I’m entirely self-funded, and that was important to me that I could keep 100% of the company).
For the past three years, I’ve hustled hard to get the brand out in the world. I participate in craft fairs and trade shows like Renegade, West Coast Craft and Unique Markets. I often pack up my Prius to the brim and drive up and down the state for these kinds of events.
And then one very serendipitous day, I met someone who had a space available for rent and was looking for the perfect retailer that was committed to building community. And in December of last year, I opened my first brick-and-mortar in Oakland, CA.
I am where I am today because of the incredible network of family and friends that have encouraged, helped and supported me through the hardships, successes and mini milestones.
Alright, so let’s dig a little deeper into the story – has it been an easy path overall and if not, what were the challenges you’ve had to overcome?
No road is completely smooth, and I’m grateful for the challenges that have come my way. I’ve learned so much about myself, what motivates me, and how I overcome obstacles.
I think it goes without saying that COVID was definitely the biggest and most unexpected obstacle for any business, especially fledgling ones that were just getting off the ground.
But aside from this, I think one of the biggest challenges is feeling like I’m always teetering on edge of a burnout. There’s SO much to do, and it’s hard to justify any time off. But ultimately, what happens is that productivity and creativity dwindles because your brain isn’t getting the break it needs. Also, everyone has a different way of being productive and what definition of what a productive day looks like to them. I had to really examine my expectations and ask myself if they were realistic or if I was determining them by comparing myself to others.
Lastly, another challenge I’m facing now is juggling the many responsibilities of managing the label, running a brick-and-mortar store AND finding time and brain space to continue to design and create!
Alright, so let’s switch gears a bit and talk business. What should we know?
I just opened my first brick-and-mortar store, which I’m incredibly excited about. The choice of opening up a store was a big one to make, especially with our economic climate. But I truly believe that the in-person shopping experience is incredibly important as a small independent label. It’s crucial to understand your customer, talk to them, share stories, explain the particularities of a style or a fabric choice. The connection that can be made is so powerful, and that’s ultimately what builds community.
The store is called The DG Collective. My partner actually came up with the name, which I immediately fell in love with! It’s so appropriate for the vision of the space. The store offers my whole collection (the Devan Gregori label), but I also have other female designers and labels in the space as well – jewelry, leather goods and pots and plants.
That being said, I still do a lot of markets and have everything available online as well. I’m excited to show at Unique Markets again this May! The event will be held May 6 + 7, hosted at the California Market Center in downtown. I’d love for your readers come and explore the market!
What would you say have been one of the most important lessons you’ve learned?
This is a marathon, not a sprint and I don’t have to follow anyone’s roadmap but my own. It’s so empowering but also scary because no one’s holding me accountable but me to this company. But I am learning to embrace the mistakes and see them as learning opportunities as made me less afraid to make them.
I also have learned to lean on others and not feel like I can’t accept help when it’s offered or ask for it when I need it. I am not the best at everything, and there are others that can do things that I simply can’t (or don’t want to). There have been so many people in my life along my path these past few years that have been so helpful and I’m deeply grateful for that.
Pricing:
- Tops $85-$110
- Bottoms $200 – $300
- Jumpsuits $220 – $330
- Outerwear $250-$300
Contact Info:
- Website: www.devangregori.com
- Instagram: https://instagram.com/shopdevangregori
- Facebook: https://facebook.com/shopdevangregori
- Other: https://pinterest.com/shopdevangregori
