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Rite of
Fashion
Local designers find
success at a young age
By Mary Beth Torgerson

108

photo: jackie jones photography

photo: jackie jones photography

he fashion world is a tough
place. There is no hand holding,
no spoon feeding – it’s dog-eatdog for new fashion designers,
and although many try to
reach success, very few
manage to make it to
the top.

chatter magazine | APRIL 2013

For a few of Chattanooga’s
own fashion designers, this
prospect doesn’t seem as
daunting. After all, they are all
under the age of 25 and have
more experience under their
belts than many designer
hopefuls dream of having.
Be prepared to see their
collections in stores, on the
runway and on your friends as
these three trailblazers begin
taking the world by storm,
starting in their hometown.

chatter magazine | APRIL 2013

109
photo: jackie jones photography

Madison

Waldrop

Designs By Malyse | AGE: 15

110

photo: jackie jones photography

photo: jackie jones photography

T

chatter magazine | APRIL 2013

alking to Madison Waldrop
is like talking to every other
eloquent, worldly 40-year-old
that you know — only she’s
just 15.
The budding evening,
cocktail and bridal designer began
her artistic journey at 13 years old
and has since graced the pages
of the New York Times, watched
her fashions come to life on the
runway and is even slated to open
her own studio on Broad Street
this month. In spite of her startling
success at such a young age, Waldrop shows a grace and humbleness that is far beyond her years,
putting most of the emphasis on
providing opportunities for others
and being a good role model.
“The business is something
that has moved very quickly and
has evolved on its own. I’m very focused on what I want and what I’m
seeking to become,” says Waldrop.
“And I think as long as I’m helping

others through my design and enhancing the beauty of people and
making them feel confident in my
designs, that’s my biggest goal.”
When you make a purchase
from Designs by Malyse, 15 percent of the purchase price goes
to KEYS, a charity component of
the business that supports causes
meeting one or more of four core
values: Kids, Education, Youth and
Service. One effort that the funding
supports is the SHOCKS Cause,
a program begun by Waldrop and
her sister, McCall, which provides
shoes and socks for the homeless
at the Community Kitchen. “It’s
like a chain reaction but it helps
so many other people and those
KEYS open so many doors. That’s
really what means the most to
me through all of this,” she says.
“That’s the nitty gritty of that side
of the company and the core of
who I am as a person.”
Waldrop has made many
chatter magazine | APRIL 2013

111
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chatter magazine | APRIL 2013

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sacrifices as a teenager to bring her dreams to reality, such as
working long hours and choosing to take online classes rather
than traditional school to focus on her business. Although
sometimes the process has been overwhelming, she credits
her upbringing and support system for helping her along –
and ultimately loves every minute of what she is doing.
“Being that design is such a passion for me, it doesn’t feel
like work. I think that kind of brings that fun aspect into it.
Even though it’s a lot to take on, it’s been good,” Waldrop says.
“I think from an early age, I knew that what you were given
didn’t pop into existence. We should never take things for
granted. We should always work to give something to someone else. That was a core value that was taught to me at an
early age that I really believe in and will always live by.”

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chatter magazine | APRIL 2013

113
photos: david mittlestadt

Anna

Mittelstadt

Anna Victoria Apparel and Design | AGE: 22

114

chatter magazine | APRIL 2013

T

he Girls Preparatory School
alum and recent Auburn University grad is not your typical
artistic type – her business
savvy combined with sheer
determination gives her a significant edge over other designer
hopefuls looking to get their collections picked up by boutiques
and department stores.
“It’s scary just because the
amount of work I put into the
pieces and, of course, the cost,
but this is something I’ve wanted
to do for as long as I can remember,” says Mittelstadt. “I’ll do
anything to make it work and I
really do believe in it.”
Mittelstadt cut her design
teeth in 2011 during an internship at Rebecca Taylor, a women’s

clothing company in New York
City, which inspired her to not
only find her place in the fashion
industry, but to take the leap into
creating her own clothing line.
“I’ve always been really creative …
I would make dresses for my dolls
when I was little. Then I got my
first sewing machine at 13 and I
started making my own clothes,”
she says. “During my internship,
I got a good sense of the business
side of things. I kind of realized I
liked all aspects of a clothing company, not just the design side but
the business side as well. It helped
me realize that I wanted to go on
my own. It was just having the
courage to start it … It would have
been easier to apply for a job at an
already established business.”
chatter magazine | APRIL 2013

115
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116

chatter magazine | APRIL 2013

Describe your design style:
Definitely feminine, but I like to keep
it modern as well and add unexpected details
If you could dress anyone, who
would it be? Jennifer Lawrence.
Her dress for the Oscars was
unexpected – it was a pale pink with
a big full skirt. I think she can pull of
edginess really well, which isn’t me,
but I think she can pull off feminine
pieces as well.
What designer inspires you?
Ellie Saab. They are my fantasy
dresses … beautiful gowns in really
flowy, beautiful fabric.
Can you give us a preview of
your upcoming collections?
I really love color so my spring
and summer collections are really
colorful. For summer we used a lot of
color blocking with bright colors like
fuchsia and lemon yellow.

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Although it was far from easy, Mittelstadt successfully
launched her Spring 2013 collection last year from her studio
in the Business Development Center in North Chattanooga
and is now working painstakingly on her Summer and Fall
2013 collections. Although her last collection was not picked
up by any stores, she says it isn’t unusual for clothing buyers
to wait for a new designer to successfully launch two to three
collections before they take a chance on a new line.
“The key is really to create a name for yourself and for
them to feel comfortable,” Mittelstadt says. “They want you
to know that you’ve sorted out stuff like getting a manufacturer. We’ve definitely made good contacts for spring and
summer and we’re hoping fall will actually sell. We’ve had a
lot of people who saw the spring collection and it was always
good to hear people say, ‘I like that. I want to buy that.’”
And as for being young? Mittelstadt doesn’t see that as a
disadvantage. “Obviously I don’t have as much experience
as someone who has worked in the business for 10 years, but
I have the energy to do this and am really passionate about
it now, so moving forward with something isn’t a bad thing,”
she says. “I can also relate to the age group we’re designing
for and I know what girls my age are looking for in stores and
in the South. I’m also really open to learning from people.”

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chatter magazine | APRIL 2013

117
Brandon

carruth

carruth couture | AGE: 15

photos: sherry wohlfeil blalock – winding trails studio

b

118

chatter magazine | APRIL 2013

randon Carruth has always loved the limelight.
He vividly remembers
making his sister help
him perform variety
shows (in front of the
curtains he had specially
installed in his room) and
putting on impromptu piano
recitals for friends and family.
As he grew older, he decided
that he would become an actor, which led him to Ambiance Models and Talent,
which eventually led him to
the fashion industry.
“I knew there was something more than modeling
that I wanted to do,” says Carruth. “Then when my parents
were going through a divorce,
it was sort of an overnight
decision. That sounds kind of
cheesy, but that’s how it happened. Instead of turning to
the bad in the world, I turned
to designing and I’m really
blessed that that’s the decision
I made at such a young age.”
At 13 years old – exactly
two years ago this month – he
designed his first collection,
“Simply Flawless.” “I didn’t
have any experience. I didn’t
even know how to sew,” he
says. “This collection I’m
working on now I am doing
myself. Before I designed everything, but I needed help to
sew the pieces. This will be the
first one I’m actually making.
I think with this being solely
me, I’m going to be even more
proud of myself.”
Since his official launch at
Nashville’s Middle Tennessee

Fashion Week, Carruth’s work
has been shown in several
fashion shows locally, one
in Dallas, Texas, and even at
Plitzs New York City Fashion
Week in New York. “It’s been
overwhelming to say the least.
I have school and everything
else a normal teenager has,
along with my business,” he
says. “But that’s what I like
about it – it’s challenging.
That’s another reason I enjoy
what I do.”
Carruth’s goals for the future are lofty, but none insurmountable, he says, thanks in
part to his focus and also to his
supportive family. “Business
wise, I really just want to work
up to the point where maybe
I have a store. We’re planning that, but it’s going to be a
while,” says Carruth. “I’d just
like to expand the business
and perfect what I do as far as
design. To have my own studio, my own company, my entire company under one roof,
people working for me and
seeing my designs on celebrity

chatter magazine | APRIL 2013

119
For more information on
Carruth Couture, visit
www.carruthcouture.com.

Describe your design style:
Elegant. A Carruth Couture woman
is someone who expresses herself
with what she wears. She’s brave,
outgoing, the center of the party and
definitely the most fashionable one
there.
If you could dress anyone, who
would it be? Probably Lady GaGa
or Jennifer Lawrence – she’s my
new favorite celebrity so I think it
would be cool to collaborate with her.
Sometimes I look at the red carpet
and I wish all of those gowns could
be a Carruth Couture. That’s not how
it works, though.

photos: sherry wohlfeil blalock – winding trails studio

clients – that’s pretty much
my goal, but then it’s going to
be a lot of hard work to get to
that point. That’s why I have
that goal. I have something to
look forward to.”
Some people have doubted
that he would succeed, but
Carruth says that only makes
him more certain of his vision. “At school there’s been
a couple of people that don’t
like what I do and I know a lot
of people secretly hope I don’t
succeed – the judgmental
people, the closed-minded
people. But those are the
people that I don’t listen to,”
he says. “Chanel, she was an
orphan and then she became
a world famous designer. You
don’t have to have a lot of
money or support, you just
have to be determined and
motivated, and you can do
anything.”

What designer inspires you?
I’ve researched people in general and
that’s one reason I think I got this
far. Artists like Lady Gaga … I love
her braveness and her style and her
fashion and how she runs her entire
company. I enjoy reading about
Alexander McQueen, as well. It’s
inspiring to learn about other people.
Can you give us a preview of
your upcoming collections?
I’m using gold sequin fabric and
black satin. I’m also mixing two
different kinds of silhouettes. It only
took a week to sketch the 12 pieces
out, and I’ll edit as I go.

Gayla

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120

chatter magazine | APRIL 2013

chatter magazine | APRIL 2013

121

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Local designers find success at a young age

  • 1. Rite of Fashion Local designers find success at a young age By Mary Beth Torgerson 108 photo: jackie jones photography photo: jackie jones photography he fashion world is a tough place. There is no hand holding, no spoon feeding – it’s dog-eatdog for new fashion designers, and although many try to reach success, very few manage to make it to the top. chatter magazine | APRIL 2013 For a few of Chattanooga’s own fashion designers, this prospect doesn’t seem as daunting. After all, they are all under the age of 25 and have more experience under their belts than many designer hopefuls dream of having. Be prepared to see their collections in stores, on the runway and on your friends as these three trailblazers begin taking the world by storm, starting in their hometown. chatter magazine | APRIL 2013 109
  • 2. photo: jackie jones photography Madison Waldrop Designs By Malyse | AGE: 15 110 photo: jackie jones photography photo: jackie jones photography T chatter magazine | APRIL 2013 alking to Madison Waldrop is like talking to every other eloquent, worldly 40-year-old that you know — only she’s just 15. The budding evening, cocktail and bridal designer began her artistic journey at 13 years old and has since graced the pages of the New York Times, watched her fashions come to life on the runway and is even slated to open her own studio on Broad Street this month. In spite of her startling success at such a young age, Waldrop shows a grace and humbleness that is far beyond her years, putting most of the emphasis on providing opportunities for others and being a good role model. “The business is something that has moved very quickly and has evolved on its own. I’m very focused on what I want and what I’m seeking to become,” says Waldrop. “And I think as long as I’m helping others through my design and enhancing the beauty of people and making them feel confident in my designs, that’s my biggest goal.” When you make a purchase from Designs by Malyse, 15 percent of the purchase price goes to KEYS, a charity component of the business that supports causes meeting one or more of four core values: Kids, Education, Youth and Service. One effort that the funding supports is the SHOCKS Cause, a program begun by Waldrop and her sister, McCall, which provides shoes and socks for the homeless at the Community Kitchen. “It’s like a chain reaction but it helps so many other people and those KEYS open so many doors. That’s really what means the most to me through all of this,” she says. “That’s the nitty gritty of that side of the company and the core of who I am as a person.” Waldrop has made many chatter magazine | APRIL 2013 111
  • 3. BE THE TALK OF THE PLAYGROUND It’s Spring Cleaning Time at Oreck! 3 OFF $ • Birthday Parties • Pedicures • Mom & Dad Cuts • Video Games and the choice is yours ... Full Size Canister • Bagless with Tools Attached • Lightweight & Powerful Uprights • Steam Products • Carpet Cleaners & Air Purifiers & more HAIRCUT Just Arrived! ORECK TOUCH Bagless with Attachments on Board • Hands-clean canister controls the dust cloud • Swivel steering and self-adjusting head • Speed and on/off brushroll switch on the handle Because life doesn’t always happen by appointment... walk-ins are always welcome! • Fully-powered on board quick-wand NOW 499 $ • Limited 5-year Warranty PLUS 5 FREE Service Cleanings ($250 VALUE) Just Arrived! CAT AND DOG CANISTER Designed exclusively for Pet Owners We keep David’s Promise... If you don’t LOVE IT, You don’t KEEP IT! WE HAVE AN ORECK® FOR EVERY BUDGET. We match all Oreck offers! CHATTANOOGA’S ORIGINAL JAPANESE RESTAURANT If you could dress anyone, who would it be? Adele, I absolutely adore her. She’s hilarious and so beautiful. Also, Jennifer Aniston and Carrie Underwood. Those are my top three. They’re all very different and they are all just real. They don’t fit into the celebrity stereotype. What designer inspires you? Blake Mycoskie, founder and designer of TOMS. He inspires me the most because the way he founded that company to help others. Service is key, and that’s why I believe he’s so successful. He’s stayed true to himself and he’s unchanging. Seiko • Pulsar • Citizen Watches 25% off Sterling Silver 50% off • Diamonds • Gemstones • Pearls 33% off Customer Appreciation Sale FREE GIFT We Buy Scrap Gold & Silver for Cash NEW HOURS: MONDAY CLOSED TUESDAY-THURSDAY: 11:30 a.m. - 2:30 p.m. | 5 - 9:30 p.m. FRIDAY: 11:30 a.m. - 2:30 p.m. | 5 - 10 p.m. SATURDAY: 12 p.m. - 10 p.m. | SUNDAY: 12 p.m. - 9 p.m. 110 River Street (inside Coolidge Park) • 423.634.0171 | SushiNabeChattanooga.com 112 chatter magazine | APRIL 2013 UP TO 50% OFF STOREWIDE* Can you give us a preview of your upcoming collections? One dress is a very dark shade of aquamarine blue but when you move, it changes. It’s sleeveless and the bottom is a gold tulle skirt. The inspiration for it was Pride and Prejudice – it’s got impact just like I imagine Lizzie made when she walked in the room and Mr. Darcy first saw her. I’ve seen the movie more than a dozen times and read the book twice. It’s one of my favorites. *Excludes , class rings and bullion items while supplies last 501-B Alamar Street • Ft. Oglethorpe, GA • 706.866.3522 Financing WAC • Free Gift Wrap • Expert Watch & Jewelry Repair Serving North Georgia for 22 years 35372442 For more information on Designs by Malyse, visit www.designsbymalyse.com. Describe your design style: Classic designs with a bold modern twist FREE PARKING Monday-Saturday after 4:30pm Sunday all day 35372399 sacrifices as a teenager to bring her dreams to reality, such as working long hours and choosing to take online classes rather than traditional school to focus on her business. Although sometimes the process has been overwhelming, she credits her upbringing and support system for helping her along – and ultimately loves every minute of what she is doing. “Being that design is such a passion for me, it doesn’t feel like work. I think that kind of brings that fun aspect into it. Even though it’s a lot to take on, it’s been good,” Waldrop says. “I think from an early age, I knew that what you were given didn’t pop into existence. We should never take things for granted. We should always work to give something to someone else. That was a core value that was taught to me at an early age that I really believe in and will always live by.” WWW.ORECKSTORE.COM/CHATTANOOGA C CHATTANOOGA 7200 Shallowford Rd, at I-75 • 485-8897 • CLEVELAND 566 Paul Huff Parkway • 339-5600 20 2013 Oreck Holdings, LLC, 1400 Salem Road, Cookville, TN 38506, All rights reserved. See participating store for details. Cannot be combined with any other reserve e offer. *Sale price includes vacuum only.1. Approximate weight without cord. 2. Some limitations apply. offer ffer e inc vac v 35074140 photo: jackie jones photography 7550 East Brainerd Road #111 • Chattanooga, TN 37421 (423) 892-6916 www.pigtailsandcrewcuts.com • Light and powerful • On-board attachments • 7-year warranty 34694363 469 46943 3 4694363 35516423 FOREVER BETTER chatter magazine | APRIL 2013 113
  • 4. photos: david mittlestadt Anna Mittelstadt Anna Victoria Apparel and Design | AGE: 22 114 chatter magazine | APRIL 2013 T he Girls Preparatory School alum and recent Auburn University grad is not your typical artistic type – her business savvy combined with sheer determination gives her a significant edge over other designer hopefuls looking to get their collections picked up by boutiques and department stores. “It’s scary just because the amount of work I put into the pieces and, of course, the cost, but this is something I’ve wanted to do for as long as I can remember,” says Mittelstadt. “I’ll do anything to make it work and I really do believe in it.” Mittelstadt cut her design teeth in 2011 during an internship at Rebecca Taylor, a women’s clothing company in New York City, which inspired her to not only find her place in the fashion industry, but to take the leap into creating her own clothing line. “I’ve always been really creative … I would make dresses for my dolls when I was little. Then I got my first sewing machine at 13 and I started making my own clothes,” she says. “During my internship, I got a good sense of the business side of things. I kind of realized I liked all aspects of a clothing company, not just the design side but the business side as well. It helped me realize that I wanted to go on my own. It was just having the courage to start it … It would have been easier to apply for a job at an already established business.” chatter magazine | APRIL 2013 115
  • 5. river valley DENTISTRY Y NOW OFFERING SAME DAY CROWNS! Comprehensive Family Dentistry For more information on Anna Victoria Apparel and Design, visit www.annavictoriadesign.com. 116 chatter magazine | APRIL 2013 Describe your design style: Definitely feminine, but I like to keep it modern as well and add unexpected details If you could dress anyone, who would it be? Jennifer Lawrence. Her dress for the Oscars was unexpected – it was a pale pink with a big full skirt. I think she can pull of edginess really well, which isn’t me, but I think she can pull off feminine pieces as well. What designer inspires you? Ellie Saab. They are my fantasy dresses … beautiful gowns in really flowy, beautiful fabric. Can you give us a preview of your upcoming collections? I really love color so my spring and summer collections are really colorful. For summer we used a lot of color blocking with bright colors like fuchsia and lemon yellow. Luxury Full Service Salon Custom Exercise + Custom Nutrition Amazing Results American Board Certified Haircolorist on staff specializing in Bayalage, European & French haircutting and dimensional coloring. Koko FitClub is the first to bring strength training, cardio exercise and nutrition planning together, customizing it precisely to your body and your goals. It’s fast, motivating and so effective, it’s patented. 79$ OFF lifetime membership fee *Hairstylist interested in education contact bridgetdavissalon@gmail.com A portion of our profits go to St. Jude Children’s Hospital Mention Ad and Receive $100 OFF Some restrictions may apply. See club for details. Smoothing Treatment with Select Stylist 2275 Gunbarrel Rd. Ste. 105 Chattanooga, TN 37421 SALON & SPA Waterside 2545 Lifestyle Way, Ste. 109 • Chattanooga • 423-710-2118 423-855-7511 chattanoogagb.kokofitclub.com 35020785 Although it was far from easy, Mittelstadt successfully launched her Spring 2013 collection last year from her studio in the Business Development Center in North Chattanooga and is now working painstakingly on her Summer and Fall 2013 collections. Although her last collection was not picked up by any stores, she says it isn’t unusual for clothing buyers to wait for a new designer to successfully launch two to three collections before they take a chance on a new line. “The key is really to create a name for yourself and for them to feel comfortable,” Mittelstadt says. “They want you to know that you’ve sorted out stuff like getting a manufacturer. We’ve definitely made good contacts for spring and summer and we’re hoping fall will actually sell. We’ve had a lot of people who saw the spring collection and it was always good to hear people say, ‘I like that. I want to buy that.’” And as for being young? Mittelstadt doesn’t see that as a disadvantage. “Obviously I don’t have as much experience as someone who has worked in the business for 10 years, but I have the energy to do this and am really passionate about it now, so moving forward with something isn’t a bad thing,” she says. “I can also relate to the age group we’re designing for and I know what girls my age are looking for in stores and in the South. I’m also really open to learning from people.” Where style is created 35338568 photos: david mittlestadt 423-875-0600 • WWW.RIVERVALLEYDENTISTRY.COM 4224 Dayton Blvd. • Chattanooga, Tn • Monday - Friday 8:30 - 5:30 35338956 35316509 Dr. Willie A. Hammontree chatter magazine | APRIL 2013 117
  • 6. Brandon carruth carruth couture | AGE: 15 photos: sherry wohlfeil blalock – winding trails studio b 118 chatter magazine | APRIL 2013 randon Carruth has always loved the limelight. He vividly remembers making his sister help him perform variety shows (in front of the curtains he had specially installed in his room) and putting on impromptu piano recitals for friends and family. As he grew older, he decided that he would become an actor, which led him to Ambiance Models and Talent, which eventually led him to the fashion industry. “I knew there was something more than modeling that I wanted to do,” says Carruth. “Then when my parents were going through a divorce, it was sort of an overnight decision. That sounds kind of cheesy, but that’s how it happened. Instead of turning to the bad in the world, I turned to designing and I’m really blessed that that’s the decision I made at such a young age.” At 13 years old – exactly two years ago this month – he designed his first collection, “Simply Flawless.” “I didn’t have any experience. I didn’t even know how to sew,” he says. “This collection I’m working on now I am doing myself. Before I designed everything, but I needed help to sew the pieces. This will be the first one I’m actually making. I think with this being solely me, I’m going to be even more proud of myself.” Since his official launch at Nashville’s Middle Tennessee Fashion Week, Carruth’s work has been shown in several fashion shows locally, one in Dallas, Texas, and even at Plitzs New York City Fashion Week in New York. “It’s been overwhelming to say the least. I have school and everything else a normal teenager has, along with my business,” he says. “But that’s what I like about it – it’s challenging. That’s another reason I enjoy what I do.” Carruth’s goals for the future are lofty, but none insurmountable, he says, thanks in part to his focus and also to his supportive family. “Business wise, I really just want to work up to the point where maybe I have a store. We’re planning that, but it’s going to be a while,” says Carruth. “I’d just like to expand the business and perfect what I do as far as design. To have my own studio, my own company, my entire company under one roof, people working for me and seeing my designs on celebrity chatter magazine | APRIL 2013 119
  • 7. For more information on Carruth Couture, visit www.carruthcouture.com. Describe your design style: Elegant. A Carruth Couture woman is someone who expresses herself with what she wears. She’s brave, outgoing, the center of the party and definitely the most fashionable one there. If you could dress anyone, who would it be? Probably Lady GaGa or Jennifer Lawrence – she’s my new favorite celebrity so I think it would be cool to collaborate with her. Sometimes I look at the red carpet and I wish all of those gowns could be a Carruth Couture. That’s not how it works, though. photos: sherry wohlfeil blalock – winding trails studio clients – that’s pretty much my goal, but then it’s going to be a lot of hard work to get to that point. That’s why I have that goal. I have something to look forward to.” Some people have doubted that he would succeed, but Carruth says that only makes him more certain of his vision. “At school there’s been a couple of people that don’t like what I do and I know a lot of people secretly hope I don’t succeed – the judgmental people, the closed-minded people. But those are the people that I don’t listen to,” he says. “Chanel, she was an orphan and then she became a world famous designer. You don’t have to have a lot of money or support, you just have to be determined and motivated, and you can do anything.” What designer inspires you? I’ve researched people in general and that’s one reason I think I got this far. Artists like Lady Gaga … I love her braveness and her style and her fashion and how she runs her entire company. I enjoy reading about Alexander McQueen, as well. It’s inspiring to learn about other people. Can you give us a preview of your upcoming collections? I’m using gold sequin fabric and black satin. I’m also mixing two different kinds of silhouettes. It only took a week to sketch the 12 pieces out, and I’ll edit as I go. Gayla artofcloth For the Art of Y ou Waterside 2545 Lifestyle Way #8 Chattanooga 423 468 4582 FitForAQueenClothing.com Affiliate Broker Multi-Million Dollar Producer Choate My mission is to help people buy and sell homes, to give the absolute best service possible, and to make sure that my clients feel that someone is looking after their best interests. Please give me a call today! GLOW with our 100% organic tanning products 423-304-7816 cell 423-238-5440 office 5913 Main St., Ste. 107 Ooltewah, TN 37363 35474088 423-468-1490 fax gayla.choate@crye-leike.com 120 chatter magazine | APRIL 2013 chatter magazine | APRIL 2013 121