“Well, good. You girls just go ahead with your salads and I’ll do what I do best—talk. ” Martina picked up her wine, ignoring her salad, and settled her gaze on Lexi. “Now, Beth and Casey will tell you that I rarely think or speak in a linear manner and I often veer off on tangents. But I generally get everything said that needs to be said, and there’s always time for questions. ”
“Then I’ll understand everything,” Lexi said with a smile.
“Beth gave you an overview of what we’re trying to achieve,” Martina said, “a line of wedding dresses for the luxury wedding market. ”
The phrase “luxury wedding market” had only recently been coined, and she didn’t know by whom. But the term had been showing up in all types of media more often over the past year.
“That would be a wedding with a budget of $100,000 or more,” Lexi confirmed.
“Exactly. ” Martina’s eyes sparkled with excitement. “Our market research shows this is currently a nine-billion-dollar industry and that the number of these weddings has increased every year for the last decade. But the best part is that they’re forecast to double over the next five years. ”
Lexi already knew this. In fact, she knew a lot more. She knew the market value of every type of wedding and what percentage of each type went toward the gown. She knew their forecasted growths for the next decade, knew their target customers, and had about two dozen other different breakdowns on the topics.
“We’re talking about gowns between fifteen and twenty-five thousand,” she confirmed. “Occasionally more. ” When Martina nodded, Lexi asked a question there had been some debate over in business journals. “Do you think those forecasts are realistic considering the economy?”
“According to our research, for that target market, when a bride and/or the family of the bride are deciding how much to invest in that once-in-a-lifetime special day, the economy doesn’t come into play. ”
Lexi thought of her own business and nodded. “I have to admit, I haven’t seen a decline in my business despite the ongoing economic crisis. I’ve attributed that to my high-end clientele. It seems that people with money always have money. ” Lexi grinned. “That’s fantastic news for us, isn’t it?”
“Very. ” Martina laughed. “But we’re looking at this market for more than just wedding dresses. The couples or the bride’s or groom’s parents often host events over a two- or three-day period. We’re looking at this as a multipronged sale, where one wedding dress turns into one wedding dress, half a dozen cocktail dresses, and a few honeymoon clubbing outfits or classy sundresses.
“And that’s just for the bride. There’s always the mother of the bride, the bridesmaids, the flower girls. ” Martina motioned in a circle with her wineglass. “You know how these things blossom. ”
“I sure do,” Lexi murmured before sipping her own wine. She toyed with another piece of salad, but she was only eating to be polite. Even though she was hungry, she was too excited, too nervous to eat.
“Which brings me to the details about the designs we’re looking for in this line,” Martina said.
“The brides in this target market are slightly older. ” Lexi set down her fork and spoke with authority and confidence. This was her area of expertise. This was her business. This was the reason Martina had come to her, and she was going to make sure her strong points shone. “Between twenty-eight and thirty-two. Whether they’re paying for the wedding with their fiancé or their parents are paying, they are savvy, demanding, and know what they want—over-the-top, unique, sophisticated couture—possibly haute couture—designs with a traditional flair. The most popular colors would be ivory, champagne, and light metallics, but white is a must. ”
Martina’s lips parted. Her dark eyes widened. “Yes. Exactly. ” She sent an excited glance at each of her assistants. “Didn’t I tell you she would be perfect?”
Lexi picked up her wine for a sip, feeling a little more confident.
“Now, I know it’s early,” Martina said, “but we’ve got an amazing marketing and sales department, and after pitching the line, we’ve been assured a spot in Barney’s, Bloomingdale’s, Lord and Taylor, Saks Fifth Avenue, Neiman Marcus, Bergdorf Goodman, and Nordstrom. ”
Lexi choked on her wine and covered her mouth with her napkin. Beth and Casey laughed easily.
“Oh my,” Lexi finally got out.
She’d known Galliano’s would have reach, but this…
“You’re a big part of why they were interested,” Martina said. “Part of the pitch included showing your spread in American Bride. ”
Lexi moved her hand to her chest. A mix of humility and pride swelled beneath her breastbone and stole her breath. Martina grinned, her eyes warm, as if she understood what that meant to Lexi.
“And that’s only the initial tier of distribution. ” Martina picked up her fork and nudged the rabbit food around on her plate. “We’ve already nailed down several hundred high-end, specialty boutiques we’ll approach once the release date comes closer. ”
Lexi’s mind was spinning. Once she had an in with these locations, she could approach them to talk about carrying her gowns independently of Galliano’s.
For the first time in two decades, Lexi could envision a future where she wasn’t working fourteen-hour days. Where she got to the gym, the grocery store. Where she went to a movie, out on a date.
Her mind darted back to Jax. Her whole body warmed at the thought of sharing her excitement. And she couldn’t freaking wait to tell him.
The waiter came and replaced their salad plates with entrees. The conversation shifted between personal and professional topics and flowed easily. By the time the check arrived, the four of them were laughing and chatting like long-time friends, and Lexi was 500 percent invested in this project.
Martina slid her credit card into the check folder. “Beth, Casey, would you ladies mind bringing the car around while I tie up a few things with Lexi?”
They each hugged her before bubbling all the way out the door.