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current news

Sarafina Dreams About To Start Wholesaling


(Filed Under wholesale Lingerie News). Sarafina Dreams is an intimates label that is just now making the transition from custom designs sold on Etsy to an expanded production model.

“I have been on Etsy since 2010 originally selling vintage lingerie,” Janet Mastaler told BODY, adding “I do not sell to retailers at this time, as the focus has been to build the brand. But am currently developing a wholesale line as I am frequently contacted with inquiries. The time has come.”

“What sets us apart at this point and what has been a draw in our shop is that we make each gown custom to order so the customer is able to choose the bust size and the length. This gives that customer who has always had her gowns way too long or the tall woman who never has a gown touch the floor, the chance to have it made just for her. Another plus, in my eyes, is that my pieces are always designed towards the romantic and are classic sweeping silhouettes. The wholesale line, of course, would have to be standard sizing vs custom but the look of the brand will stay true to that aesthetic.”

“In the 3 years since Sarafina Dreams launched,” Mastaler continued, “I have sold to 47 countries. An amazing bonus from selling online. I meet such interesting people and have been a key part in many celebrations through my lingerie.”

Sarafina Dreams focuses on “sleepwear and lounge wear, nightgowns, robes and pajama’s and the retail pricing ranges from 98 to 325.”

“Shops have been interested in Sarafina Dreams because it’s different. I constantly shop every level of boutique and department store and rarely find much of a difference in assortment or styling. I feel that is a downfall of production that I am committed to avoid.”

“The wholesale line is currently in the sampling stage,” the designer continued. “The plan is to be strategically placed so that it is not found everywhere. I’m not looking to become Victoria’s Secret but to keep it somewhat exclusive. It’s my baby and is very special to me.”

“The 2017 Sarafina Dreams “Reign” collection is currently being added to the Etsy shop. [See photo in the Lingerie section, February BODY]. It showcases new laces, satins and new colors. Typically once a photo shoot is completed I will add the styles as they come out of editing, a piece at a time so it’s easier than all at once. The next collection of summer cottons is being shot the end of March.”

Mastaler stated she has a extensive background in retail, including as “a buyer, merchandiser and heavily in operations. Having experience with large department stores I have worked in all areas, men’s, dresses, children’s, home decor, etc., but my passion lies in intimate apparel.” She added that she does not have a sales team in place currently, but when the line is ready “I will be looking for intimate apparel veterans in key cities to show the line. I loved when I was a buyer and still have very fond memories of the reps I worked with. It’s a really fun side of the business. Until I do reach that stage I would be the person to contact and will be very happy to accommodate.” Contact her at (954) 213-4228 or sarafinadreams@ymail.com. — NM


more wholesale Lingerie News >>

Published 02-20-2017 by Nick Monjo

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Sarafina Dreams About To Start Wholesaling


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