We were lucky to catch up with Giana Christopher recently and have shared our conversation below.

Giana, thanks for joining us, excited to have you contributing your stories and insights. Let’s kick things off with your mission – what is it and what’s the story behind why it’s your mission?

Creating an appreciation for Caribbean culture through the use of madras fabric through fashion.

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

My name is Giana Abreu-Christopher, professionally known as Regal. I am a self taught seamstress and designer from St. Croix, US Virgin Islands. CEO and founder of designs by Regal, a brand created to encourage an appreciation for Caribbean culture and how we can further express pride for our heritage through the use of madras fabric.
Innovator of couture clothing, statement accessory pieces and crafts.
Growing up I didn’t get a lot of cultural information in schools outside of our “Clear Deh Road” VI History book and it wasn’t really until I started sewing that I began learning about this fabric that was continually requested for the cultural segments in pageants.
I began to teach myself about the history of madras and learned that it was very much the Caribbean’s version of the then popular African prints which were being used as a point of cultural identification.
I thought to myself that we have our own identifying print and the redirection of what is now designs by Regal began, transforming from a home based seamstress to a small business madras fashion brand.
The Regal brand stands apart because our
pieces are designed to embody the Caribbean lifestyle while preserving our cultural history, reintroducing the fabric into the industry as a high fashion item with deep ties to the islands via the diaspora.
My proudest achievement thus far is having one of my collaborative fashion editorial photos featured as the cover photo for advertising “Madras Day” in Paris, France, an annual event celebrating madras fashion and creations in October.
The photo was a collaboration which included a Virgin Islands model, photographer, fashion designer and the official Virgin Islands madras highlighted and credited internationally.
I am also proud to have started instructional
classes, Sip N Wrap and Paint N Wrap, both interactive madras history classes incorporating headwrap tutorials, creating a twist on the usual Sip N Paints.
I hope to continue to create new creative avenues to keep the culture alive and involve the upcoming generations so they can have an appreciation and awareness at an early age.

Can you talk to us about how your side-hustle turned into something more.

Initially sewing was a side hustle which started out in a corner of my living room. I initially was gifted a sewing machine and bought a few patterns rekindling my interest in fashion that I had set aside once i started my family. I made a few pieces with the patterns and posted them on MySpace where one of my high school friends which ran a modeling agency saw and reached out. She wanted me to make a few pieces for a showcase she was having. Realistically I only said yes because SHE asked and it had a snowball effect. One request after the show turned into two then three and slowly I had a handful of clients with continuous requests. Most of them were parents with daughters in high school which delved me straight into prom dresses and pageant pieces, being self taught I had to learn very fast.
While sewing for pageants and creating cultural designs the madras fabric was a recurring print. I decided to learn about the fabric and why it was being used so often and learned of its historical significance much like African print at the time which was being used as a culturally identifying print.
I decided to focus my designs on madras fabric only , reinventing its use which was mainly for quadrille , food fair or moko jumbie attire.
Not having been exposed a lot to culture growing up I wanted to create avenues that brought attention to the cultural history of the fabric with my skills.
I began creating designs that embodied the all around summer Caribbean lifestyle. Large brim straw hats, full ruffle skirts with off shoulder and wrap tops to name a few of the more popular signature pieces. I also began incorporating jewelry designs, originating the Regal Rope Accessories which incorporate madras fabric and statement pieces.
In advertising the pieces I wanted to create a high fashion feel that still captured the island vibe which led to collaborations with local photographers creating a fashion portfolio not only for the brand but for the participating local models.
Having these collaborations featured on magazines, tourism advertisements and international advertisements is a big milestone and reassurance for me in following my vision.

How about pivoting – can you share the story of a time you’ve had to pivot?

During Covid requests quickly dwindled as everyone’s focus shifted to the worldwide epidemic. At the time the business consisted of inbox orders and personal requests via text and phone calls which quickly shifted as I was forced to push online sales beyond the Virgin Islands to make a profit.
Watching the news and seeing the direction things were going I tried to get ahead of the ball by creating madras fabric face masks. The news was advertising that the 100% cotton was the best choice for breathability with filter pocket option and as someone on the islands who didn’t have access to the fast selling N95 options it seemed like the right direction.
I familiarized myself with Etsy and began loading my items for sale advertising them on social media and matching the amounts created with donation amounts which were proudly distributed throughout the 3 Virgin Islands through non profit agencies.
Each mask included an informational card about madras, it’s history and current use.
As a mother of 5 helping to support my family letting the pandemic put a halt to income simply wasn’t an option.
Turning the business from a fashion brand to a mask making business for almost 2 years was a big but necessary shift.

Contact Info:

• Website: www.designsbyregal.com
• Instagram: @design.by.regal
• Facebook: https://facebook.com/@designsbyRegal
• Youtube: https://youtube.com/@designsbyregal

Image Credits
Aesthete Noire