The back story: “I had never considered fashion as a career,” says Denver designer Gino Velardi. But the 33-year-old native Coloradan has long been in tune with style, largely due to the influence of the fashion-conscious women is his family.
“I always try to design for my sister, my mother, and my grandmother, from young styles to more mature, luxurious items,” Velardi says.
At one point Velardi considered getting a degree in law, but after a few semesters at Metro State College, he realized that his true interest was in the fashion industry.
Friends had often asked him for fashion advice over the years, so he took a job as a personal shopper and stylist for the Great Expectations dating service, doing style makeovers for men and women who wanted to improve their overall appearance and self-esteem. Soon he bought a sewing machine and taught himself how to design and sew his own creations. His first few pieces were made for friends, and gradually his skills improved and he began designing full time. Velardi has been a full-time designer for five years.
The company: Velardi creates custom designs for Denver women. He works directly with the customers, who hear about him by word of mouth or by attending one of his semi-annual fashion shows. “I meet with clients and go to dinner, so that I can design for them around their personality,” he explains.
A dozen steady clients, who typically order three to five outfits each season, take up the majority of his time. A smaller portion of his business involves occasional clients, who might order a custom wedding or evening gown; and a line of ready-to-wear skirts, dresses, jackets and tops. Velardi hopes to open his own boutique in Cherry Creek.
His inspiration: His cites the “’60s socialite” as influencing his fall 2005 collection, which includes snug miniskirts, swinging cape coats and peg-leg pants.
He was also influenced by a recent trip to Paris, and his statement-making evening gowns and sexy cocktail dresses channel the vintage glamour of golden-era Hollywood. “I never limit myself with a theme, though,” he says. “I base each collection on innovative cuts and sensuality, and since my clients travel regularly I always do some stuff that isn’t seasonal.”
The customer: Velardi’s creations appeal to affluent women who appreciate the personalized design experience. “I want everyone to be able to select something from my collections,” he says. “And I work with my client’s body issues so that we can accentuate the best parts.”
His clients range in age from mid-20s to mid-60s, and include socialites and local media personalities. One trait they tend to share, he says, is being “unapologetically sexy, but never trashy.”
What it costs: Ready-to-wear matte jersey dress, $100; black V-neck taffeta evening gown with ribbon details, $500; beige shimmer halter top with scarf and matching satin pants, $250; faux alligator swing coat with faux fur collar, $325; empire waist evening gown with satin trim, $680.
Where to find it: Mona Lucero Design Boutique, (2544 15th St., 303-458-0090 is the exclusive retailer for ready-to-wear items; custom orders by appointment, 303-207-7740 or visit ginovelardi.com.
– Kat Valentine
