“It hasn’t been a sprint. It has been a very slow marathon.”
The ready-to-wear collection offers versions of Gee’s most popular custom-dresses, using the same fabrics and hardware.
“After 10 years I’ve got this remarkable database of women, chief executives and well-known names that can afford the custom dresses,” Gee says. “Some women spend tens of thousands in one visit. But the ethos of the brand is that all women deserve to feel beautiful and special.”
“This is for women who have admired Jodie Haydon wearing Karen Gee and couldn’t afford a $2000 dress, but can buy a $700 version of the same quality.”
With her own factory in Sydney, and a team that reaches 17 people in peak periods, Gee has stopped searching Google. Following the launch of the ready-to-wear collection, which includes linen pieces along with Gee’s custom fitted fabric, a flagship store opens in March at Sydney’s QVB and scouting has begun for a Melbourne location.
International distribution is in the works. Just don’t expect runway shows of the Stella McCartney variety.
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“Personally, I like to go under the radar in fashion. I don’t do this to compete with any other brand or label,” Gee says. “Fashion can be quite cut-throat. I’m a mother of five, who is proud to have grown up in Toowoomba and understands hard work. I’m more interested in supporting women.”
There are limits to Gee’s support. She refuses to gift dresses to celebrities and influencers.
“We’ve probably lost out on a few celebrities wearing my garments but I’m proud of the work we do. If you love someone’s work, you’ve got to pay them for their service and expertise.”
Meghan, Rebel Wilson, Real Housewife Bethenny Frankel and Haydon all dipped into their pockets for their Karen Gee dresses.
“You’re doing yourself an injustice if you give away stuff for free,” Gee says. “It’s basically saying your brand is worth nothing.”
“I think there’s something in me that just keeps pushing, and I work incredibly hard, but hard work pays off, right?”
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