A Chronology of Ceravelo and the Resurgence of the Ascot Tie
Posted on 28 March 2012
March 25, 2012 marked six months from when Ceravelo first opened for business.
Cole Valley Fair
The months leading up to Sunday, September 25th, 2011 were a whirlwind. Jackie and I were running on overdrive to meet two simultaneous deadlines: our debut at the Cole Valley Fair and the launching of ceravelo.com. We managed to produce 70 reversible ascot ties and despite the rain that almost snuffed our high hopes we sold over half of our inventory that day. Our imaginations ran wild as we pondered our future in fashion!
Castro Street Fair
We leveraged that momentum and decided to participate in the Castro Street Fair which was scheduled for the following weekend. We were so late to the game on this one that we had to show up to the registration table at 5:00 am Sunday morning, hoping for a vacant space. The customer response was overwhelming once again and we were now convinced that we possessed something viable . We met many interesting folks on this happy Sunday, including one gentleman from Nordstrom, who gave us our first shot on the big stage.
Once the deal at Nordstrom was confirmed the next month and a half was surreal as we prepared for something so unfamiliar. We were invited to participate in the customer appreciation night where we featured our handmade, artisanal ascot ties amongst the more established names in fashion such as: Brooks Brothers, Hugo Boss and Giorgio Armani. The event took place on December 1, 2011.
With the wind at our backs we sailed on through the doors of Brooklyn Circus on Fillmore St. in San Francisco. Jackie and I met with Isaac Muwaswes, Investor in the BKc, and he gave the green light to carry a few of our ascot ties. It was a significant milestone when he agreed to display our product in their store. It’s one thing to be in a department store but it’s another to be aligned with a style that has the type of street credit that BKc does in the fashion world. If you haven’t heard of The Brooklyn Circus and Oiugi, start with this write up from GQ.
We continued to grow organically by making alliances with local boutiques. Our first stop was Molte Cose, a charming and quaint, multi-level shop with both vintage and new apparel for men and women.
In the spirit of growing locally we approached Sui Generis. It’s one of those places that are understated from the façade and you could easily pass. Locals know this place as a hidden gem where you can find some of San Francisco’s most luxurious vintage clothing and accessories.