American lingerie and apparel company Avery Rose is a woman owned luxury brand. Sold in select boutiques and e-commerce partners across the country and their online store at averyroseluxe.com where you can find a vast array of beautiful lingerie and ready to wear styles.
Jennifer Coll, owner and designer, launched Avery Rose in 2016 from her design studio in Los Angeles, California.
Jennifer Coll, CEO & Founder of Avery Rose in her office.
Where does the name Avery Rose come from?
“I intentionally chose to name my company after my two daughters because I wanted to inspire my girls to follow their dreams and create something out of their passions. The name Avery Rose is the combination of their middle names,” Jennifer explains.
This spawned Jennifer’s oldest daughter, Isabelle Rose, to follow in her mother’s entrepreneurial footsteps and create a business out of her love of horses. Isabelle breeds show jumping horses at her North Point farm in Houston, Texas. “I truly believe that by pursuing my dream every day, through drive, grit and determination, I’m empowering my girls in ways that are immeasurable,” reflects Jennifer.
Where do you get your inspiration from?
“Inspiration comes from so many various situations for me. A color, a fabric, an event or even someone’s energy. There’s no lack of inspiration in my daily life. The most inspiration comes from like-minded, powerful women I’m surrounded by.”
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The Isabelle set
How has the pandemic affected your business?
“Like every other small business, the pandemic hit us hard. Our retailers were hurting financially and their shops were shut down. Our supply chain was completely disrupted and the retail landscape was turned on its head. We shifted our attention to areas we weren’t able to focus on prior to the world sheltering in place.The fact is, we’re a small company and we pride ourselves on sustainable practices and policies, such as small productions, near zero waste, and manufacturing in the United States. We struggled like everyone else but we adapted and fine tuned every aspect of our business.”
What is in the future for Avery Rose?
“We’re continuing to focus our attention on expanding our distribution to select retailers across the country and we hope to have our own brick and mortar store soon in Los Angeles.”
The Monroe Silk Dress SS22
Who is the Avery Rose woman?
There’s no shortage of positive adjectives Jennifer uses when describing who the Avery Rose woman is. “She knows what she wants and who she is. She’s strong, independent and powerful,” says Jennifer. “She’s a modern, sophisticated, confident being. She’s my muse.”
It’s the little things that matter according to Michelle, a customer who needed help shopping for a bra after a mastectomy, “I feel gorgeous in my bra and you now have a loyal customer. Thank you for helping me feel my most beautiful and sexy.”
The Jayden Chemise
Amelia Robe / Makayla Slip Dress
Shop: averyroseluxe.com
Photography by: Catherine Asanov
