J. Rothwell: A Label to Watch

If you want a quiet life, don’t choose fashion. This notoriously fickle sector is unforgiving to all but the most talented, and business acumen is a must if a designer’s label is to make it to the top and stay there.

One young fashion designer quite undaunted by the challenge is Jennifer Rothwell. Not only is she a talented designer, she is equipped by education, experience and determination. The J. Rothwell label is causing the fashion world here and abroad to sit up and take serious notice. Jennifer was born in that crucible of fashion, New York City, where the industry is so large and influential that it boasts its own daily newspaper, Women’s Wear Daily. The garment district along 7th Avenue is huge and the competition deadly. However, her first education in fashion was at the National College of Art and Design in Dublin, having been brought up here following her parent’s return from the States. She made an early impression while at the NCAD winning many prestigious awards. These included the Irish Trade Board Award, that comprised a cash sum and a placement as an intern with the Donna Morgan fashion house in New York. Jennifer graduated with honours in 1995 and headed for NYC.

New York Years

Over the next seven years, Jennifer invaluable experience, not only in design but also in production, which she rates as a true key to success in the industry. She attributes her most valuable experience to her four years with Norma Kamali where she started in sales and rapidly rose to be the organisation’s PR executive. Later, she was put in charge of licensing, then design and finally Director of Production. Further experience was gained with Katayone Adeli, Calvin Klein, Language and Yigal Azrouel. In each of these fashion houses she worked at Director level. Not surprisingly, her precocious talent was much in demand with top level couture designers all trying to recruit her. They included Rogan NYC – co-creators of EDUN with Bono and Ali Hewson – and Darlyn K. Other important manufacturing contacts with whom she worked included Oscar De La Renta, Calvin Klein Collection, Michael Kors and Mark Jacobs.

Returning to Dublin in 2005 for family reasons, Jennifer quickly decided the time was right to launch her own label. “Once you have worked for the couture end of the industry where great design and top quality finished garments are produced and are the norm, you in turn expect nothing less than your own collection”. Out on her own Given her New York experience, one could be forgiven for thinking that Jennifer Rothwell would have something of a know-it-all attitude. Nothing could be further from the truth. She admits that she always wanted to go out on her own and decided to take the plunge having attended a talk on entrepreneurship given by Denis O’Brien. “I wanted to understand every aspect of running my own company,” she says.

What she did she advises other start ups to do. “Educate yourself in business. Do a business course. Go to the Enterprise Board and get a mentor. Join a network. I joined the Dublin City Enterprise Board’s Enterprise Network for Women. I also did a website development course.” Jennifer’s mentor was John Fennell, who has extensive knowledge of both fashion and retailing. Working with John, she developed a good business plan, applied for and received a feasibility study grant worth €5,000.

In 2006 she developed her collection. While admitting that breaking into the Irish fashion market is hard, recognition of her talent was quick in coming following the launch of her 2007 Autumn /Winter collection. J. Rothwell’s superb tailoring, innovative designs and beautifully cut, feminine, dresses caught the eye of Brown Thomas Buying Director, Stephen Sealey and Head of Fashion Director, Shelly Corkery, at the recent Dublin Fashion Week. Her garments will now be prominently displayed on the top-end stores’ Designer Floor where she will join the likes of Louise Kennedy and John Rocca. The media too have recognised a rising star with articles about Jennifer in newspapers and magazines and a recent feature on RTE One’s Capital D TV programme.

Future promise

At present, Jennifer’s designs are most likely to be seen in fashion boutiques. However, she is being strongly urged to enter the mainstream retail market by top designers, such as Paul Costello who has also strongly urged her to go to fashion capitals, such as London, as well as returning to New York. She is now actively considering these moves. “I need to get major distribution here and abroad. I am also thinking about setting up a small manufacturing unit here as my production experience and standards will ensure that I get work from other designers.” For anyone reading this article who is thinking of starting business, Jennifer advises: “Don’t let fear of failure stop you. You only fail if you don’t try!” From the J. Rothwell label: Superb tailoring, innovative designs and beautifully cut feminine dresses.

For further information contact Jennifer Rothwell, 1 Ardbeg Park, Artane, Dublin 5. T: 085 721 0702, E: jrothwelldesign@gmail.com W: www.jrothwell.net

© 2007 Dublin City Enterprise Board. All rights reserved. No part of this publication may be reproduced in whole or part without the permission from the D.C.E.B.

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