We were lucky to catch up with Latonya Murray Johnson recently and have shared our conversation below.

Latonya , looking forward to hearing all of your stories today. How has Covid changed your business model?

Just as I had come to the decision to open a small Showroom where I could sell my Special Occasion dresses in person to the public, covid hit and everything changed. I had to close my doors before anything really got started. I was selling my dresses on Ebay and then launched my own e-commerce website before deciding to have a brick and mortar presence. I had a desire to use my business as a way to reach and mentor young girls and college age girls through sharing my knowledge of fashion, beauty, business and life. I held 2 fashion show/pageants prior to covid hitting. Once it was clear that coming together in person was not going to be an option, I gave much thought to how I would be pivoting my business. In September, 2022, I was cleared to cautiously reopen. I decided that seeing one customer at a time would be best. Allowing customers to schedule an appointment online to come in to my showroom was my first step. As time has gone on, covid restrictions have eased and seeing one customer at a time was no longer necessary but I’ve noticed meaningful connections with my customers in affording them the opportunity for a private shopping experience. I have also found that my mentoring plans have evolved to being an ear and even a shoulder to cry on, in the midst of dress shopping. Covid created an opportunity for me to change my customer’s experience into something more than just the usual shopping-in-a-mall experience. Each of my customers feel important because they are and I experience an appreciation that goes beyond the sale. Had covid not been a factor, I question if I would have the level of satisfaction I would have in doing what I do. Sure, the sales have been above my expectations but the human connection has been priceless.

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

Diamonds & Roses Couture along with our website www.drcdress.com, is more than buying a gorgeous dress. It’s a cause to Dress Unapologetically. To find a dress that helps you to feel beautiful on the outside by matching your beauty on the inside. I want women to feel their best empowered and confident self when she puts on a dress from Diamonds & Roses Couture. We carry dresses for prom, wedding, quinceanera, galas, debutante balls and so much more. Sizes ranging from 2 to 24 and now dresses for tweens sizes 8 to 18. Dresses are priced starting at $199. Our stylists will gather a selection of dresses for our in-person customer to try on and have an opportunity to see herself in a way that she may never have seen herself before. We are more than gorgeous dresses at excellent prices. We are an experience that reminds our customers or informs them, that they are as beautiful as the dress they select. We have special events and participate in local events such as the upcoming Towson July 4th Parade. We appreciate our customers and the community we serve. We also offer dress fundraiser opportunities for high schools and organizations.

If you have multiple revenue streams in your business, would you mind opening up about what those streams are and how they fit together?

Diamonds & Roses Couture will launch D & R Couture Beauty in August, 2023. We will offer licensed cosmetology makeup application services and special occasion hair styling services at our Towson location. Diamonds & Roses Couture will be a one-stop-shop for special occasion event. Our customers will be able to purchase their special gown or dress and make an appointment to return to have their hair and makeup done aa part of a package or alacart.

Can you talk to us about how your funded your business?

Diamonds & Roses Couture has grown slowly due to me funding each step of my dream from every dime I could sacrifice to add another dress, a mannequin, take classes, purchase equipment and more. I started with $200 that I used by putting off paying my electric bill to buy my first dress sample and with each dress sale I made, I could purchase more. I was able to borrow money from mother to fill larger orders and though I am still moving slowly, I am also moving steadily and minimizing my risk as I go along. My business is growing everyday and I look for more ways to add to my bottom line without sacrificing my “why” I am in this business. I have finally reached a point of profitability and though it was a long and at times, painful journey, I would encourage others to understand that slow and steady wins the race so don’t despise small beginnings.

Contact Info:

• Website: www.drcdress.com
• Instagram: @diamondsandrosescouture
• Facebook: @diamondsandrosescouture
• Youtube: Diamonds & Roses Couture
• Yelp: Diamonds & Roses Couture

Image Credits
Latonya Murray Johnson, and Anisa Murray.