Online company promises new shopping experience

desiGna is an online apparel and accessories store founded and operated by Dominicans, for Dominicans. It promises a new online shopping experience that eliminate custom fees and delays in order fulfillment.

Below is an interview with Cathy Langlais, founder and owner of the new company.

Tell us a bit about desiGna

“desiGna” has been a nameless idea for quite some time. I’m an avid online shopper mainly because of the convenience it allows. You do not have to stand in long checkout lines, nor do you have to sift through racks of merchandise that do not appeal to you. Unfortunately for a lot of international customers, online shopping is not as convenient. The hassles are numerous: some sites do not accept international credit cards period, and those who do attempt to verify our billing addresses against software designed for US customers so our orders are usually cancelled. If the order is successful, the customers are then hit with the exorbitant shipping fees, the delays, hustle and bustle at the port and then paying additional duty fees. I realized that we have to revamp the online experience in order to bask in its convenience; hence the advent of desiGna.

What should your customers expect?

Our customers should expect superb customer service and an easy shopping experience.  We’ve done extensive research and we secured the best company we could find to handle our secure online transactions. Our customers should feel as confident with shopping with us as they do the bigger companies. Our website is very secure, your identity is safe! We are well aware that we are little fish in a big pond, but as my mom would say “Rome wasn’t built in a day.” We’re getting there!

“Rome wasn’t built in a day?” Tell us more about that?

Of course, most people reading this article will know the meaning of this adage. My expectations for desiGna are not idealized. I’ve worked very hard on this venture and I have invested a lot of my time. When I sit back and think of the work ahead of me, it seems somewhat daunting but I am not overwhelmed. I am in no way saying that desiGna is my calling, or some type of vocation, but I do believe that if you enjoy what you do then you do not see your tasks as merely work. I do not have the luxury of having a staff so I do most of the tasks, from the ones that excite me (buying, merchandising, writing copy), to the menial tasks that are not my favorite (labeling merchandise, steaming garments to prep for photography).

Why are you so passionate about desiGna?

It’s not desiGna per se, although I am bursting at the seams with excitement, it is the fact that I have had this idea for such a long time and I am finally seeing it to fruition. There is this joy one experiences when one sees her idea taking shape. I’ve followed desiGna from an idea all the way to its execution and I have never regretted that journey. I mean, the only word I can think of to describe my experience is “sublime.” It is this massive joy, this big something I cannot quite fathom. My friends always tell me to slow down because I tend to talk really fast, but for once language has failed me. I really cannot articulate how passionate I am about desiGna.

We’ve read your “About Us” on the website and we follow your Facebook updates. What is this thing about “know your pocket?”

Well, it is the customer’s responsibility to know his pocket. There is a market for everyone, and at desiGna there is something for everyone in our target market. Our niche is the young, hot demographic who enjoy socializing. You will see them at Fort Young for Happy Hour or at Nulan disco in Colihaut. Within that market there are those who are on a more frugal budget as opposed to those who will close their eyes tight and buy something regardless of the cost. That’s why www.shopdesigna.com has “Contempo Fashion” and “desiGna Fashion.” With our Contempo department, you can shop quality, inexpensive apparel and accessories while remaining within your set budget, where everything is EC$99 or less: rompers, jeans, wedges, pumps, bikinis, you name it, we’ve got it. The Contempo woman is concerned with building on her closet staples, while throwing in a few pieces to boost the versatility of her wardrobe.  desiGna Fashion, on the other hand, allows for a bit more luxury. desiGna department is for those who are able to shelve out a bit more for designer garments. It’s for those of us who are more concerned with the fit, cut and the name of the garment and are willing to pay more for the luxe clothing. desiGna is all about luxury and finding your favorite designer apparel at a fair price. The desiGna woman knows the difference between the feel of silk and polyester. She is willing to pay the extra to wear silk charmeuse. We carry brands like Sebago (a Dominican favorite), Free People, Ralph Lauren, Converse, Dollhouse, Baby Phat etc.

So, what kind of woman are you? Are you a desiGna woman or a Contempo woman?

Personally, I think the price of the garment does not matter. It all comes down to how confidently you pull it off. It is fashion, not politics—you do not have to pick a side. Right now I’m wearing a pair of Jeffrey Campbell shoes (desiGna) with a quality dress I picked up from your everyday store. Come on, I’m ballin’ on a budget! But seriously, regardless of the department, Contempo or desiGna Fashion, when you shop on www.shopdesiGna.com you are buying quality merchandise. I do have a weakness for designer jeans though, shhhh!

Do you only sell women’s apparel?

No! We sell men and women’s clothing and accessories. We are looking to add a kids department, but there is no set date yet. We carry men’s sportswear and shoes (athletic and dressy) and we also carry accessories. We have our “Reality Blings” which are accessories inspired by our favorite reality T.V. stars and train wrecks. Just wait ‘til we go live on the 28th, you will be impressed. Why, are you looking for something for that special man in your life?

Hah! No, I’m just asking. So what are your shipping options?

Browse. SHOP. Pick up. It’s that simple. You browse the website and add the products you want to your desiGna bag then you proceed to checkout. You have different options: 1. Pick up the merchandise in Roseau (Next Business Day). 2. Pick up the merchandise in Colihaut (Next Business Day). 3. Pick up merchandise same day in Colihaut (after 6 p.m. and this option incurs a 15XCD charge). 4. Weekend Pickups (15 charge). Then you continue with your checkout and you pay using your Visa or MasterCard credit/debit card or your desiGna gift card. Once your order is placed successfully, you will receive a confirmation email advising you on how to complete the pickup.

Why the EC$15 fee and what about those with no credit or debit card?

Well, in order to fulfill an order the same day the person who is completing your order has to rush to the warehouse in Colihaut to ensure you get it the same day. Because we all have other jobs, this can get exhausting. The fifteen dollar charge is akin to “express delivery.” About those who do not have a credit or debit card. They can use our desiGna gift card. Our bank account number will be made available so you can deposit the funds into our account, and we will email you within 24 hours with your unique gift id code. For example, if you deposit 50xcd into the account, you will receive a gift card for 50xcd. Also, the desiGna gift card is the perfect gift because you do not have to worry about whether the person will like the present. One size fits all, and the recipient makes his or her own choice.

This sounds well thought out and exciting Cathy. Any last words?

Why thank you. I would like to thank my family and friends who have supported my vision this far. When I am feeling a bit discouraged it is a nice picker upper to have someone there to give you that boost of encouragement. I couldn’t ask for a better or more supportive family. Fireye Marketing did a wonderful job with the customization of the website and our ads, especially the desiGna logo. One last thing, get in the loop—like us on Facebook! We already have 500 supporters who are sold only on the idea of desiGna, Wait ‘til we go LIVE! www.facebook.com/shopdesiGna. Trust me, you want to be privy to the discounts we have going on. December 28th we go live. Take 15% off your entire order from December 28th to January 12th. Plus, the first 20 customers will receive a free gift with purchase. And, all orders placed within that time frame, December 28th to January 12th, will receive a unique one time use coupon code to take an extra 10% off orders totaling 65XCD or more. This coupon can be used in conjunction with other promo codes we have going on at the time and expires on February 15th. Browse. SHOP. Pick up! It’s that simple!

About the Company

 The founders’ experiences in customer service have honed their personnel skills and have instilled in them a high regard for an exceptional company/client repertoire. Cathy Langlais and Ginelle Talbert bring a smorgasbord of experience to desiGna. Between writing copy for the apparel and taking care of her precocious four-year-old, Cathy Langlais, founder and owner, teaches college English and still finds time to maintain her hands on approach with desiGna’s daily operations. Cathy graduated with a Master of Arts degree in English, with a concentration in women and gender studies from Rutgers University and holds of Bachelor of Science in biology and a Bachelor of Arts in English from Saint Peter’s College. Prior to her current position in academia, Cathy worked as a merchandiser and copywriter for the biggest name in eCommerce. As a copywriter she wrote copy for clients like Baby Phat, Rocawear, Oscar de la Renta, DKNY, Judith Leiber, Playboy, Apple Bottoms, Vanity Fair and Ben Sherman. President and Director of Operations Ginelle Talbert brings her keen eye for fashion and her background in consumer sociology to desiGna. Before co-founding desiGna, Ginelle and Cathy worked together in another successful eCommerce business venture where they sold merchandise through an eBay store, Mackadiamond. Ginelle is proud mommy to her rambunctious four-year-old, and she studied therapeutic recreation and nursing before she decided to pursue a Bachelor of Science degree in Business Administration. While Ginelle’s fashion point of view is very classic, polished and streamlined, Cathy brings her radical sense of fashion and thriftiness to desiGna. Although their points of views are different, their philosophies are the same: everyone should look good! The juxtaposition of tastes makes for a healthy and successful working relationship. Their styles are influenced by New York fashion, and their idea is to revamp the underground New York fashion and bring it to desiGna, a fashion website for Dominicans, by Dominicans.