Steak,
Sizzle or Fizzle
Article
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Article
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August
2008
Before
I get into the Main Event I want to give you an addendum to
last month's Steak, Sizzle or Fizzle. We spoke about Rescue
Beauty Spa. In my travels this month I came upon another very
special Manicure/Pedicure Company. It is The Dashing Diva Spas.
This is different from Rescue Beauty Spas in several important
ways. The Dashing Divas are franchises. Rescue Beauty Spas are
owned by Ji Baeck.
The
prices at Dashing Diva are more reasonable. They also claim
that they have many different sizes of nail tips so that they
can truly select a perfect size for each client. They also claim
that their nail tips and glue are gentler on your nails than
regular glue and tips. I am waiting for my nails to get back
to normal but I plan to check out their tips first-hand. I'll
let you know when I get them applied. In the interim if someone
out there gets the tips, please let us know how they work for
you!
Ed Hardy-Christian Audigier-Steak, Sizzle or Fizzle?
425 W. 13th Street, N. Y., N. Y. 10014
212 488 3131
Cesar Gaviria - manager
In
this month of vacations, we are taking a break from the high-end
suit and dipping into the saturated well of color and design
represented by the Ed Hardy Brand. This brand is not my usual
purview, nor perhaps yours, but the story of its success and
the history of the company is not only very interesting but
is the tale of how a lot of talent, creativity and guts can
propel you to huge success.
The
Hardy Brand represents a refreshing change from the norm of
buttoned-up business clothes. As we have all observed or even
experienced, one of the hottest trends around is tattoos. If
permanent tats are not your thing and for those who want the
look without the pain or the permanence one option is clothing
by Christian Audigier. The line is worn by all of the hottest
rockers and paparazzi bait such as Madonna, Lenny Kravitz and
literally innumerable others. They emanate stardust like a Rick
Springfield concert. It may be surprising to learn that Larry
King is also a big fan of the brand. In this eclectic age, I
guess everyone can get into the act.
Ed
Hardy is a tattoo artist who did the bulk of his work circa
WWII. He currently resides in Australia. Prior to his retirement
he sold the rights to his tattoo art to Mr. Audigier. Having
a prescient vision, Audigier, who is a clothing designer, interpreted
the tattoo art onto T-Shirts, jeans, hats and a wide variety
of other clothing.
The
price point is very high for a T-shirt. They can run upwards
of $80. So the question is, is this Steak or Sizzle? Are these
T-shirts worth the hefty price tag? In an effort to explore
this subject I met with and interviewed Cesar Gaviria, the manager
of their store in the Meat Packing District in NYC.
EE:
Cesar, tell me about the quality of the clothing and the reasons
the price tags are justified.
CG:
Our pieces are wearable art. In addition, the quality of our
clothes and dyes is the highest.
EE:
What makes the quality better than any other T-shirt?
CG:
They are guaranteed not to run in the wash. In addition, our
rhinestones are applied both with glue and with prongs. They
do not fall off. Although we don't give refunds, if an item
is damaged in the wash we will replace it. In addition, we have
incredible quality control. Most of our shirts are embroidered.
Mr. Audigier is a well-known clothing designer and actually
sees and approves everything the company sells.
EE:
So, you're saying that the quality alone justifies the price
tag.
CG:
That is a major part of it. The other part is that everyone
wants to wear what the celebs wear. By buying our clothes, you
can wear the clothes that they wear for a relatively reasonable
price.
EE: Okay. Thanks for your candor and for your time.
**********
So,
basically they are saying is that the price is due to its being
wearable art, partially do to excellent quality, deeply saturated
dyes, a commitment to replace it if something is wrong but mostly
a whole lot of star dust. It is touted as a lifestyle line.
Having
been to the store in the Meat Packing District I will vouch
for the quality of the merchandise. The deeply saturated "tattoo
art" is interesting and a great substitute for actual ink.
The jeans, decorated with rhinestones, are beautiful. Whether
the clothes are worth it for you is a very personal decision.
If it is important to you to wear the same clothes as celebrities
and glow in the glare of their status then this is a great and
fun line of clothes. I say it is steak for those who can appreciate
and afford this very rich diet.
By
the way, I saw quite a few pieces in Filene's Basement. The
quality was quite different and not as high in the pieces I
saw at the store. They were still expensive for T-shirts, even
though they cost less than in the store.
For
more information about all seven of the Audigier brands go to
www.donedhardy.com to
view their full line and all of their PR.
