Seduce

California Market Center, Suite C549(310) 367-2301veronicawelch77@gmail.com

In Australia, the contemporary fashion label Seduce has been popular for more than 10 years, yet for most Americans, it is unknown. Entrepreneur Veronica Welch thought American women could embrace a brand that was already a proven seller across the Pacific. It’s one reason why she took a gamble on the Aussie line.

In August 2008, she opened Seduce’s first American showroom with a stroke of beginner’s luck. Macy’s ordered Seduce’s beaded “Helios” dress at the showroom’s debut market. After the weak 2008 holiday retail season, Welch cut wholesale prices on her showroom’s wares from 15 percent to 20 percent. For the upcoming Fall 2009 market, Welch and her team of four salespeople hope to sell more boutiques and better department stores on Seduce’s three lines.

There is Be Seduced, a full collection ranging from coats to bottoms. However, Welch said it is best known for its silk dresses and tops designed for both day and evening. Be Seduced Luxe focuses on cocktail and evening styles with special details such as French-lace fabric and handmade-flower appliqueacute;s. The line Katherine offers a collection of classic silhouettes. Wholesale price points range from $60 for tops to $250 for dresses.

In June she will offer a new Seduce line. It’s called Blue Juice, and it was intended for the young contemporary market.

The collection will be on the runway on March 20 at the California Market Center. —Andrew Asch