Christina, tell us about your career. How did you start?
“I moved to London from Copenhagen back in 2006 to sell Danish brand By Malene Birger to UK retailers. It was still a relatively small brand in UK back then, but we managed to build it up to become a well known brand as it is today. Along the way I established a good relationship with more than 100 accounts across UK & Ireland before being promoted to Sales Manager for the
agency.”
What about Berthram’s? How is it working?
“Berthram’s is my dream in terms of optimizing the buying process for customers, while at the same time representing inspiring designers that all have real potential. The core of Berthram’s concept is an online platform that gives the buyers all the information they need about the products and also works as an efficient ordering system. As far as I know this is the first platform for an entire agency portfolio. In addition, each season, there will be a temporary physical showroom in a vibrant location, and this time I picked the Gallery in Redchurch Street, where I will be until September. The installation in the current showroom is done by industrial designer Samuel Wilkinson, who is also based in Shoreditch. He instantly understood the concept and the story I want to tell – and he is a fierce designer.”
“I wanted to help change things in the industry, as the general buying process can be inefficient and expensive for buyers. I wanted to make that process easier with the online platform, but at the same time maintain a personal aspect with the temporary showrooms where my clients can see the brands, verify fits, quality etc. Essentially the setup gives the buyer the flexibility to either place their order entirely online, prepare the order online and finalise in the showroom or just come to the showroom and do the traditional way. And then I wanted to be my own boss and do things better!”
Tell us more about the launch event of the 22nd in Redchurch street…
“We decided very bravely to do a launch event as I felt I needed to mark this very special time in my life, and celebrate the launch of some amazing brands in the UK & Ireland! The event was for
buyers, members of the press and all the people who have helped me along the way. We had a great time with good company and lots of champagne!”
Why did you choose east London and Shoreditch to place your event?
“East London is where I still feel there is a special pulse in London. It’s still fairly original, and people around here are very genuine and passionate about what they do. The dynamic of being
close to the high paced city and yet in an area that is so contradictory and real, works really well for me. I guess I chose Shoreditch because I knew that my brands and concept would fit into the mood around here, and I think I was right!”
“Most of all I love the small things of a normal day here in the area; like going to Allpress next to the showroom for my coffee in the morning and meeting interesting people on the street. As I live and breathe fashion every day, I also love the boutiques – popping over to see the guys at Hostem, and my client 11 Boundary on boundary street for a chat in her lovely shop!”
How would you describe the art scene in Shoreditch and East London?
“My husband and I bought our first paintings at the Brick Lane art gallery a few years ago, and its still some of our favorite paintings! I love how there is still a certain feel to the art scene here that you rarely find in London as its all so overpriced in many galleries. Shoreditch and East London still creates a voice for less ‘commercial’ but equally as talented artists as the ‘what’s hot now’ artists.”
What is your view about the development of Shoreditch with new shops and business? Do you think it will help art and fashion in the area?
“I think it’s a fantastic opportunity for existing businesses to up their game and become even better at what they do. The risk is that too many high street brands will budge their way in with big budgets – but, I hope the landlords will think twice… We don’t want another Portobello Road situation where the old boutiques with lots of personality are being pushed out by new and much
less inspiring businesses.”
What does the future has in store for Shoreditch?
“Very bright things if landlords don’t allow corporates to exploit the area. We need to maintain the realness of Shoreditch, and that is really the people of Shoreditch – they will move away if the area becomes even more expensive. However, I guess that is also the beauty of London and life, nothing ever stays the same, so enjoy it while it lasts!”
http://www.berthrams.com/
Interviewed by : Lorenzo Bettoni @lorebetto