Glamour and glitz the key

Press, 4 April 1989, Page 15

Glamour and glitz the key

WARREN EDWARDS is very much a “new boy” on the fashion block. He is also an extremely busy man. Warren began sewing only 15 months ago, and is completely self taught. He set up his own store, Amaretto Clothing, in December last year. The latest in a growing list of credits was his nomination for the Revlon After Five Award in the Benson and Hedges Fashion Design Awards. The super-glamorous evening gown is a design which he has had in mind ever since the previous Benson and Hedges, although he admits the details have changed a bit since then.

He wanted “something with an impact, something glamorous and glitzy.” With puff sleeves and silk organza, a sheath of black

sequins and a lurex skirt and train, the finished product certainly fitted the bill.

Warren didn’t begin work on his dress until two weeks before it had to be sent in. They were two weeks in which he got very little sleep. Next year, he plans to be more prepared. Running a business and doing all his own designing and sewing, however, doesn’t leave him with a great deal of free time. Before opening Amaretto, Warren had been working from home, sewing garments for friends and friends of friends.

“It got to the stage where everyone really liked what they were getting and everywhere I went I was being asked to make clothes.” He needed more working space. Now, he makes stock

for Amaretto as well as garments to order. He is confident of making the business a success, as there are few shops' in Christchurch which combine the two services.

“I’m quite aggressive in my work. I’m always looking for opportunities and pushing what I’ve got — having a shop, you can’t afford to muck around.”

Having a shop also means working seven days a week, 15 hours a day. Weekends and evenings provide a chance to get the sewing and designing done, while weekdays are devoted to manning the shop. Regardless of the work involved, Warren is keen to expand his shop and get it running well, then move on to stocking other shops or maybe even opening his own in Auckland and Wellington. And, of course, there is the

Benson and Hedges next year. In the meantime, he has a few fashion shows coming up, which he is looking forward to. “I can get more dramatic in shows than I can in the shop.”

Warren Edwards’ clothes are designed to stand out. “The people who come into the shop are usually very individual. They’re looking for something different.” Which is exactly what Warren gives them.