Modern Fashion: Maria Caruso Martin of The Bella Rosa Collection On The 5 Things You Need To Lead a Successful Fashion Brand Today
An Interview With Candice Georgiadice
Start small: Starting a fashion brand is a daunting task. Starting small and finding your niche helps you to stay focused, increasing your chances of success. Expansion and growth can be overwhelming and expensive. I started Bella Rosa as a bridal handbag company. It was a niche market, allowing us to target brides at the start — and now, as we have grown, we have slowly branched out to evening, red carpet, and special occasion handbags. Starting small was the key to our success.
Many in the fashion industry have been making huge pivots in their business models. Many have turned away from the fast fashion trend. Many have been focusing on fashion that also makes a social impact. Many have turned to sustainable and ethical sourcing. Many have turned to hi tech manufacturing. Many have turned to subscription models. What are the other trends that we will see in the fashion industry? What does it take to lead a successful fashion brand today?
In our series called, “5 Things You Need To Lead a Successful Fashion Brand Today” we are talking to successful leaders of fashion brands who can talk about the Future of Fashion and the 5 things it takes to lead a successful fashion brand in our “new normal.”
As a part of this series I had the distinct pleasure of interviewing Maria Caruso Martin with The Bella Rosa Collection.
Maria Caruso Martin is the passionate founder and creative director behind the Bella Rosa Collection of consciously crafted bespoke Italian luxury clutches, handbags, and heirloom wedding gifts. A multi-talented designer with over 25 years of experience, her keen eye for a couture-inspired aesthetic balanced with elevated signature accent elements brings to life an unparalleled line that is classically tailored and remarkably timeless. A second-generation Italian, her own rich family history serves as the foundational love story that influences a distinctive signature look coveted by brides such as Sophia Bush, in addition to red carpet royalty like Lupita Nyong’o. Her designs have been featured in Vogue and she has appeared on the Oprah Winfrey Show to share her personal wedding style with an audience of millions.
Thank you so much for doing this with us! Before we dig in, our readers would like to get to know you a bit more. Can you tell us a bit about your childhood “backstory”?
I grew up in Scotch Plains, New Jersey — a small suburban town 25 miles outside of NYC. My Father is a first generation Italian immigrant. My Mom and Dad were High School sweethearts. They married just after high school, and we moved to Scotch Plains from Elizabeth, NJ when I was five years old. The youngest of three sisters, I spent a lot of time with my Mom and our interior designer as they planned out our house in Scotch Plains; this is where I discovered the world of design. During trips to NYC (the D&D building) and design studio meetings, I recall feeling mesmerized by the fabrics and decor.
At the age of 12, my Mom asked me and each of my sisters what magazine subscription we wanted for Christmas. My eldest sister asked for Seventeen Magazine and my middle sister asked for Tiger Beat. I exclaimed: “I want a subscription to Architectural Digest!” That was a defining moment for me. I knew from a very young age that I loved everything about design and fashion. Living so close to NYC meant weekend trips to 5th Ave, and I would beg my parents to let me look at the windows of all the shops.
Can you tell us the story about what led you to this particular career path?
I moved to Marco Island, Florida in 1998 to work with my brother-in-law at his building company. I started in sales and quickly transitioned to helping clients with their interior design needs. Fast-forward 25 years later: with over 300 homes under my belt, I was looking for something fresh. I wanted to explore working in the world of women’s fashion. As I planned my 2019 elopement, I discovered an open niche in the bridal market as I searched for a quality handbag to suit my bridal look. I quickly discovered there weren’t many choices designed specifically for brides — I guess you could say this was my “a ha” moment. The rest is history!
Can you share the most interesting story that happened to you since you began your career?
My appearance on the Oprah show back in 1997. I was planning my first wedding and the producers of Oprah’s show contacted my wedding coordinator to ask if she knew a bride who might be willing to make a guest appearance on the show. As I look back, it was a foreshadowing of what was to come. Twenty-five years later, I am the founder of a bridal fashion brand, speaking with brides all the time about their “big day.” It’s kind of funny how, 25 years ago, I was that bride having the exact same conversation with Oprah!
You are a successful business leader. Which three character traits do you think were most instrumental to your success? Can you please share a story or example for each?
I like to practice what I call “the three p’s” in business: persistence, perseverance, and patience. Starting any type of new business can be a daunting task, and persistence is what drives you forward. When I was looking for an Italian manufacturer who could create bespoke quality for Bella Rosa, it wasn’t an easy task, but I persistently kept looking, interviewing, and researching. It was this persistence that led me to find my current Florentine factory — endless searching, over a year of looking for the right fit. With persistence, I was able to find the perfect atelier for Bella Rosa.
During the pandemic, it was perseverance that kept the brand alive. Persevering through canceled weddings, closed factories, and roadblock after roadblock. Bella Rosa weathered the pandemic based on my undying will to make it through — and good old fashioned perseverance.
Patience is the hardest “P” to master. When you are in startup mode, loaded with persistence and perseverance, it can be hard to be patient. If you can find your inner voice and stay patient until the answers come, I promise they will come. Being patient when a big launch is pushed due to schedule conflicts or learning to wait for the right connection — these can be hard when you are in “go” mode. Being patient while building a new business can be hard, but it is the key to success. All good things take time; success doesn’t happen overnight.
What do you think makes your company stand out? Can you share a story?
The Bella Rosa Collection is a legacy brand. Our founding story is what makes the brand so unique: an undying love story and desire for quality over quantity, helping the consumer understand how important it is to buy quality-made products that you can continue to use — that stand the test of time. Fast fashion is so dangerous for the environment and detrimental to future generations. We must do all that we can to educate the younger consumers and teach them about the danger of fashion waste. We live in a society of instant gratification and disposable everything. Bella Rosa is here to rewrite the narrative. We believe in heirlooms and family traditions. Our products are made in small batches and often crafted especially for the client. We believe the future of fashion is slower production, better quality, and giving back. Giving back to organizations near and dear to our heart is at the core of The Bella Rosa brand.
Do you have a favorite “Life Lesson Quote?” Can you share a story of how that was relevant to you in your life?
My father has carried an old-school laminated quote in his pocket his entire adult life. As a kid, he would pull it out and read it to us whenever we felt we needed some motivation. “Don’t Quit” by John Greenleaf Whittier. The first few lines are embedded in my head from years of my dad reciting this quote to me. Whenever I’m feeling overwhelmed or ready to give up, I think of this poem and my father’s encouraging words: “no matter what happens, never quit.”
Ok, thank you for that. Let’s now jump to the primary focus of our interview. Do you see any fascinating developments emerging over the next few years in the fashion industry that you are excited about? Can you tell us about that?
I see many big brands ( of the big fashion houses) really trying to reduce waste, use sustainable materials, and move toward safer manufacturing. I am excited to see the larger brands ( big fashion houses) paying attention to the data and showing concern for the planet. Every year, fashion waste makes up 92 million tons of textile waste, and the average US consumer tosses 81.5 pounds of clothes. The fashion industry is responsible for 20% of global waste water. Every brand needs to do their part to reduce these numbers. It is exciting to see the increase in brands offering sustainable options. Bella Rosa is proud to be a brand built on the principals of “less is more,” “quality over quantity,” and “buy better, buy less.”
Can you share how your brand is helping to bring goodness to the world?
Giving back is at the core of the Bella Rosa Collection. We add goodness to every sale by giving back to those in need, donating a portion of every sale to charities near and dear to our hearts. Collaborators are required to select a charity that is important to them. While Bella Rosa’s main giving partner is VOW for Girls, we give additional funds to numerous charities that we and our collaborators care deeply about. Spreading goodness with our “give back” motto is how we bring extra joy to the world.
Can you share with our readers about the ethical standards you use when you choose where to source materials?
Bella Rosa is committed to transparency and ethical craftsmanship. It is super important to me, during the sourcing of all materials and manufacturing facilities, that their ethics align with Bella Rosa’s. All of our vendors are vetted to ensure their companies fit with our values. Our silk is sourced from some of the best factories in Italy, each one doing their part to reduce chemical waste. They hold certificates in sustainable practices and are members of the global clean alliance. We look for factories that offer fair wages to their workers. When vetting a work room, we look for owners who treat their workers like family.
Fast fashion has an advantage, that it is affordable for most people, but it also has the drawback that it does not last very long and is therefore not very sustainable. What are your thoughts about this? How does your company address this question?
Within the last 15 years, the number of times consumers wear a garment has declined by about 36%. Most items are worn only 7–10 times in total. We need to educate the younger generations. Influencers and celebrities with a platform need to get the word out. If you buy better quality, it will last longer. Buying classic designs that are well made allows for continued use well beyond seven wears. The consumer needs to focus on craftsmanship, rather than fads and trends. The disposal mentality of “fad or trend styles” is a dangerous mindset. Modern-day heirloom style is how we address this with our clients. We encourage brides to reuse their clutch past their wedding day. We encourage the tradition of passing things down. Caring for well made products allows the consumer to extend the life of the product. We work really hard to educate our clients on this concept.
Thank you for all that. Here is the main question of our interview. What are your “5 Things You Need To Lead a Successful Fashion Brand”. Please share a story or example for each.
- Start small: Starting a fashion brand is a daunting task. Starting small and finding your niche helps you to stay focused, increasing your chances of success. Expansion and growth can be overwhelming and expensive. I started Bella Rosa as a bridal handbag company. It was a niche market, allowing us to target brides at the start — and now, as we have grown, we have slowly branched out to evening, red carpet, and special occasion handbags. Starting small was the key to our success.
- Have a plan: Having a plan is imperative. Write out your dreams (thoughts and dreams for your new business) your plans for the business. Don’t get hung up on a fancy business plan at the start. Just work on a total comprehensive plan of what you hope to accomplish with your brand. I started my business plan with a simple journal. I would journal about the brand and my vision for its future. Once I had a clear plan, I was able to take those notes and create the formal business plan.
- Surround yourself with good people: Hiring the right people is so important. Surround yourself with the best of the best. Be honest about what you know and what you don’t know. There is no shame in having less knowledge about certain aspects of the business. Hire someone who can fill in where you are weakest. We can’t be experts at everything; hiring a good, solid, loyal, and hardworking staff is really important. Be patient when looking for your dream team. During the beginning days of the brand, I had a few weak spots on the team. Knowing where you might need to replace or adjust the staff is important. With every move forward, finding the best person for the job will inevitably contribute to the success of your brand.
- Manage your finances properly: Watching and managing your finances is by far the most important part of a successful startup. Many brands fail in the first two years because of miss-managed funds. Stay on top of spending, and secure funding when needed. Research all of the resources available to small businesses. Think outside the box — sometimes you have to keep your day job to make sure your new brand will succeed; having a steady stream of funds you can carefully allocate to your startup may be the difference between success and failure.
- Focus on customer service: Hands-down, customer service wins the game. Your customers are your future; you want to treat them with the utmost care. Happy customers lead to more sales and referrals. Every client is important, regardless of the size of the sale. Treat your customers as you would want to be treated, if you were the customer. Bella Rosa is committed to ensuring that every customer is happy and well attended. Answer client concerns promptly and, if needed, pick up the phone! The new age of email and DM is great sometimes, but I often call (or Zoom) our brides directly to make sure they are happy and well cared for. Set the example for your staff; lead by example whenever possible.
Every industry constantly evolves and seeks improvement. How do you think the fashion industry can improve itself? Can you give an example?
I think there is always room for improvement in everything we do. The fashion industry can improve with a united stance on waste. We need all brands to care about the planet. We need the fast fashion mentality to end. If we bind together, we can make a difference. The work we do today will impact the future of our children tomorrow, and that is really important.
You are a person of great influence. If you could start a movement that would bring the most amount of good to the most amount of people, what would that be? You never know what your idea can trigger. 🙂
If I could start a movement, I would choose love — more love, less hate. The world needs more love and more compassion. People need to come back to personal relationships and put down their smart phones. Love is the root of all things; when you have love, anything is possible. The “more love” movement would be my dream.
How can our readers further follow your work online?
@_thebellarosacollection
Thank you for these fantastic insights. We wish you continued success!
Modern Fashion: Maria Caruso Martin of The Bella Rosa Collection On The 5 Things You Need To Lead a… was originally published in Authority Magazine on Medium, where people are continuing the conversation by highlighting and responding to this story.