Greek fashion

The Greek Style Council, presented as “a mutli-platform evolving project, dedicated to supporting Greece’s fashion designers and artisans,” has now entered the virtual realm via an already successful online store.

The initiative, created by Helen Tirekidis, who has a strong background of working with some of the world’s top luxury fashion brands, initially introduced skillfully hand-crafted, innovative and elegant Greek designs through collection presentations and a pop-up store. At the time of launching it, Tirekidis had said: “I was tired of hearing only about what was going wrong in Greece,” Tirekidis says, “and I wanted to put the spotlight on what was happening there.” With the online store, customers globally now have direct access to clothes and accessories (from sandals and jewelry to bags and scarves) created by 20 resort designers. I interviewed Tirekidis to find out all the details of how the online store is going.

Greek fashion

Alexia Amvrazi: What has the response to the online shop been like since you launched it?

Helen Tirekidis:I have had a very positive response. I not only am getting interest from Australia, but have now developed a USA and Asian following of people who have signed up to the mailing list. This has faster propelled us to now ship overseas, which I thought would be happening at a much later date.

Greece's leading fashion brands at your fingertips 2

AA: Who are your main customers at the moment?

HT: Predominately Australian women (and some men) who are well travelled and are seeking unique, qualitative design and something different.

Greek fashion

AA: What were the most popular items sold so far?

HT: Bags and accessories.

AA: How did you select these particular designers to work with?

HT: There was a lot of criteria, but more so, I looked at who was producing qualitative pieces, with a story behind the product.

Greece fashion

AA: Will you be rising over 20 designers in the near future?

HT: Most likely!

AA: What do you feel defines your brand and how does it stand out from the rest?

HT: Premium well crafted, handmade and unique pieces – exclusively made in Greece. I curate and hand pick pieces that I feel would work in this market.

Greek fashion

AA: What are the key challenges of running an online shop, and how have you planned to keep yours going strong?

HT: Challenges are many but include ensuring you are on top of customer experience, website updates, orders, social media.  Then of course…correspondence!

AA: Will you be expanding to larger varieties of products sold (eg. books, cosmetics etc)?

HT: I am considering this. But first we need to establish the brand!

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Alexia Amvrazi

Alexia Amvrazi enjoys the thrill of discovering beauty in the world around her. With a passionately hands-on approach to Greece's travel, gastronomy, holistic living, culture, innovation and creativity, for 20 years she has explored and shared her findings with the world on all aspects of the country and its people via writing, radio, blogs and videos. Although her childhood and early youth in Italy, Egypt and England left her feeling somewhat root-less, she is by now firmly connected to her native land, bravely weathering the hurricane known as the Greek crisis!

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