Oct 17 2013
For Dana Dramov, her business is personal. Dana launched her eponymous sales and PR showroom in 2012, and offers a holistic approach to helping emerging designers reach their fullest potential. When we visited the striking live/work space in Manhattan’s Flatiron neighborhood that she designed herself, Dramov greeted us with freshly baked cookies, giving us a really homey welcome. Dramov’s showroom is just over a year old, and she already represents some of the most influential brands in the industry, including Stutterheim Raincoats, The Common Knowledge, Stone ColdFox, SheBee, Natural Selection Denim, and A’bout Design Corp. It was only appropriate to add her to our Influential Showroom List. We caught up with her to learn more about her experience as a young start up in our industry.
Photography by Will Foster
We Are The Market: Tell us about your showroom. What sets Dana Dramov Showroom apart from others?
We are a New York based public relations and sales agency that specializes in the US market, although we often build relationships for our brands abroad as well. We also work with our clients in other capacities, providing design consulting, brand development, product styling, event planning, and even business advice. We help our brands build teams, and broaden exposure by any means necessary.
Dana Dramov: Our informal company motto is: it’s business, but it’s also personal. We are very careful about working with brands who we believe have great potential and we have enthusiasm for what we can help them achieve. At the end of the day, our clients’ success is our success and that makes it very personal.
How/ why did you decide to take the leap and open your own business?
I knew I wanted to continue to work with brands on a large scale as I enjoy conceptual blockbusting and then implementing a plan of action. At the beginning, I didn’t think about how I was going to find clients or how I was going to make things work, I just put myself out there with optimism that if I did, it would all work out.
As a young entrepreneur- what are some of the challenges you’ve had to face and how did you do it?
My biggest challenge starting out was learning when to walk away from a project and how to say no for the betterment of our company and current clients.
What do you think about the state of business for young designers today?
I think that it is hard to be a young designer. The market is saturated with brands and I don’t see that changing anytime soon. That being said, it is a fantastic time because design is increasingly becoming an integral part of modern life. Every year, there is a greater consciousness about design and greater receptivity to the power of individual expression.
How do you measure success for yourself and your company?
I measure our success based on innovation, quality, performance and effectiveness and, ultimately, by the growth of our brands.
What’s selling for SS14— what are some key trends, silhouettes or colors that retailers were looking for?
With the economy still recovering, I find that buyers are looking for product that pushes the envelope. The brands that sell the most product have a clear and creative message that speaks for itself.