One of the questions I'm asked most often is, "How do you decide which dresses to stock?"
Most people imagine buying for a dress hire business is simply choosing the prettiest styles from a new collection.
I wish it were that simple.
The truth is that every dress you see at Your Secret Closet has been carefully considered long before it ever reaches the rack. Behind every purchase is a combination of customer feedback, years of experience, a little intuition, and yes, occasionally a few mistakes too.
One of the biggest advantages of working closely with a select group of Australian designer brands is that I've come to understand exactly who each brand speaks to. Every designer has their own style, fit and customer, and part of my job is making sure we're creating a collection that works for as many women as possible.
One thing I've learnt over the years is that just because a dress is manufactured in multiple sizes doesn't necessarily mean it flatters every body shape.
That's something I think about constantly.
After thousands of styling appointments, you begin to notice patterns. Some customers feel more confident with sleeves. Others want a fitted silhouette. Some need to be able to wear a bra comfortably. Certain fabrics skim beautifully, while others can highlight areas women would rather not draw attention to.
These aren't things you'll read on a product tag.
They're lessons that come from listening to women every single day.
Our customers have become some of my greatest teachers.
Fabric is another huge consideration.
I've learnt that some of the most beautiful dresses simply don't survive life as a rental garment. Heavy beading, delicate sequins and fragile embellishments may look incredible on day one, but after multiple hires they can quickly begin to show wear.
For me, quality is everything.
I never want someone to arrive for their special event feeling like they're wearing a dress that's been hired dozens of times before. Every piece needs to continue looking beautiful after it's been professionally cleaned and carefully prepared again and again.
If I don't believe it'll still look exceptional after multiple wears, it's unlikely to make it into the collection.
Price also plays an important role.
Many of the dresses we stock are investment pieces, designs that most people would love to wear but wouldn't necessarily want to purchase outright for a single occasion.
Some are bold statement dresses you'll probably only wear once. Others capture a trend that's having a moment but may not feel current next season.
That's exactly where dress hire makes so much sense.
Timing matters too.
Fashion buying isn't just about what I love, it's also about understanding the rhythm of our business.
In Melbourne, May and June are traditionally our quietest months. Winter arrives, invitations slow down and events become far less frequent, apart from the occasional black-tie EOFY function.
That's when we focus on clearing pieces that haven't performed as well as expected, making room for new collections and planning for the busy seasons ahead.
And yes...
Sometimes I get it wrong.
There are dresses I've absolutely fallen in love with that customers haven't embraced the way I expected. There are also dresses I've nearly overlooked that have gone on to become some of our most-loved pieces.
Buying is never an exact science.
But every decision starts with the same questions.
Would I wear it?
Do I genuinely love it?
Is the fabric exceptional?
Will it make someone feel confident the moment they put it on?
Will it still look beautiful after many hires?
Because at the end of the day, we're not just building a wardrobe.
We're building a collection that helps women feel amazing at life's biggest moments.
And that's something I'll never compromise on.
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