We recently connected with Christine Atrach and have shared our conversation below.

Alright, Christine thanks for taking the time to share your stories and insights with us today. What’s the backstory behind how you came up with the idea for your business?

Coming from a family of Couture Fashion Designers, I was embedded in the fashion scene at a very young age. I started designing my own jewelry pieces at the age of 16, picking up beads from my father’s fashion house that he used to embellish dresses with and selling them to friends at school. My hobby was put on hold when I left for Europe to complete my Masters degree.

In 2003, I moved to Manhattan and started working as a Fashion Buyer. Then, with the birth of my son in 2008, going back to work and leaving my 3 months old baby behind was heartbreaking and I was determined to do something on my own while being present to take care of my baby. I decided to pursue my passion in jewelry again and Avenue Chic saw the light.

I was on the look out for international designers with a unique story to tell and most importantly, I wanted to introduce unique global designers that are not found in every US mall. Something new, something different.
Avenue Chic is a virtual showroom for many designers from France, England, Brazil, Turkey, Lebanon, Venezuela… and of course the US. Many of our pieces are loved and worn by many celebrities from Halle Berry, Jennifer Lopez, Lady Gaga… to name a few. With Avenue Chic, everyone can accessorise like a celebrity.
Shortly after, I started designing my own jewelry line of semi precious 24kt. plated jewelry. A minimalist colourful line for a modern woman to wear every day, in addition to evening statement pieces for a bold fashionable woman.

In 2020, during Covid, my siblings and I insisted on dad’s retirement from the Haute Couture scene and in order to persuade him to be less social, my father and I decided to get busy and co-create a new line of Ready-to-Wear from our luxurious fabric collection available in our Couture fashion House. Working with my father, the king of Couture, as I like to call him has been so inspiring and I am forever grateful. Now I finally joined my love and passion for jewelry and fashion.

Awesome – so before we get into the rest of our questions, can you briefly introduce yourself to our readers.

I spent my entire life surrounded by fashion, by beautiful fabrics and colourful beads but I never imagined that I will end up working in fashion and following my father, mother, 2 brothers, uncle and aunt’s footsteps. I wanted to be a college professor while enjoying the treats I got from my father when he came home with new clothes, new designs and tons of fabrics to pick from. A little girl’s dream! Growing up, my mother had her share of treating her 2 girls with the most beautiful dresses that she saw in movies or in fashion magazines.

It wasn’t until I moved to Manhattan when my career path totally changed. After working as a fashion buyer and having my first child, I decided that I wanted to do something on my own and spend time with my baby. This is when Avenue Chic was born and I started created my own jewelry line.
I always had my customers needs and tastes when picking a new designer or making new jewelry. Being their stylist, and helping my clients find the right piece that fits their look, their budget and the occasion is an added joy to what I do. We work together on what to wear and what perfect jewelry to match their look. Beside my own collection, Avenue Chic carries more than 300 different styles from the minimalist to the statement pieces. There is something for everyone. Having celebrities like Jennifer Lopez, Queen Latifah, Lady Gaga, Jennifer Hudson among many others, wear our jewelry is an added value. With Avenue Chic, you can accessorise like a celebrity without spending a fortune.

In addition to the jewlry, we have a unique ready to line of One of a Kind pieces, from casual every day tops and blouses to embellished evening gowns. A co creation between my father and I, who carries up his sleeve, more than 67 years of experience in the Couture business. I pick the fabrics and the designs and dad and his team give life to our luxurious garments. Most of our fabric are designer fabrics from Valentino, Ungaro, Christian La Croix… Our collection consists mainly of beautiful taffeta, 100% silk, sheer organza, mousseline and velvet. The One Shoulder designs is our signature and every women should unleash the Goddess within.

As a mother, with no family close by to help, having my own business was a blessing. We also give the opportunity to other women and moms to represent our line and make a living while working from the comfort of their homes. It is a women led business by women for women.

Any stories or insights that might help us understand how you’ve built such a strong reputation?

Building a loyal customer base is a joy by itself and in my opinion is the start of a successful business and a healthy long term relationship. Having customers trusting me with their look and allowing me to be their stylist is a pleasure and an honour. My customers know that I have their best interest in mind. If something doesn’t look good, they can be assured that I will not recommend it and won’t sell it. They know that I say no so many times. My first utmost priority is not to make a sale but rather for my clients to feel empowered and confident. Thus, coming for more and choosing us when looking for a piece of jewellery. We are a one stop shop: There is something for everyone, for every taste and budget. Our clients come to us first when looking for the perfect gift or to treat themselves. Between my own line and Avenue Chic extensive collection from around the world, we have everything a woman is looking for.

Can you tell us about a time you’ve had to pivot?

The most challenging time was being a mom, with no family around to help, taking care of 2 kids, a husband who worked late every night, while trying to build a business for myself and a long term career with so little time and limited resources. Being a full time mom and a part time entrepreneur had its ups and downs. I was exhausted but determined to be a working mom. The idea of being a full time stay home mother was never on the horizon. When the idea of creating Avenue Chic came to light, I spent a lot of time researching designers, attending shows when I could, following the trend to acquire the first designers to work with. It was trial and error. Not every designers was a good match for my small circle of clienteles which most of them at first were initially friends. With time and word of mouth, friends of friends started contacting me looking for the right piece of jewelry to wear to work or for a special event. Customers sent me pictures of their outfit and I helped them find the perfect pair of earrings or set, etc…. I started with a small amount and from the profits, I acquired more designers to test the market with. With experience, I got to learn what each customer liked and what suited their personalities and I would send them pictures of products handpicked just for them to pick from. With the creation of Facebook, I was able to reach more people and show them my collections. Coming from a family of fashion designers, a masters degree in marketing and having worked as a fashion buyer in Manhattan helped me tremendously in growing the business. I acquired more designers, from all over the world: Paris, London, Brazil, Venezuela, Turkey… I signed a joint venture and expanded to Dubai, and we started selling wholesale to stores all over the US.

Building your own business could be very frustrating. Covid didn’t help at all. Selling jewelry was a challenge while everyone stayed at home in sweatpants. But life goes on and I am a true believer in this business. Jewelry makes every outfit unique. I love what I do and it helps me stay afloat when things don’t go as planned. Every woman wants to look good and we are always here to help.

Contact Info:

• Website: www.christineatrach.com
• Instagram: Christine Atrach
• Facebook: Christine Atrach