Julie Haynaliy surname, and indeed the name of her brand-new fashion label, means "dawn" in Hungarian. The significance of daily rebirth could not be a better parallel to the vision of a designer who returned to the artistic essence within her from an early age after starting a family. As she says herself, it's never too late for anything.
(For LUXURY BUSINESS - Prepared by: Lenka Komrsková / Photo: Ondřej Pýcha)
When did you discover the artistic talent within you?
I've been creative since early childhood. I was always creating something and won a few art competitions. When we moved from Ukraine to the Czech Republic, I started going to a Czech primary school without knowing the language at all, but I soon picked it up. I then went on to business academy and university focusing on international relations and European studies. A slight deviation from the creative work, admittedly, but I still kept myself active, to some extent at least, by going to different workshops.
You started your own label this year. Did your economic education come in handy after all?
Absolutely. My studies in the past help me greatly in my understanding of the fashion industry. Your business plan needs to be perfect, so my economic knowledge really is useful.
When did you first get the idea to work in fashion design?
I started a family right after graduating and now have two daughters. Over time, however, I felt drawn towards some sort of artistic use; I have within me a strong need for creative application. However, I took the first step towards my own label more or less by accident. My husband and I were sitting in a restaurant and an advert popped up on Instagram for a year's design studies in Moscow. I've always been interested in fashion, so we started discussing what it would be like if I went deeper. My husband supported me in the idea right from the off. His enthusiasm almost surprised me. But the truth is, when I design, I feel really happy, and the positive energy flows over into our relationship.
So you signed up for the course?
The year-long course began in January 2020, meaning at the beginning of the pandemic, and because it was to have been in Moscow, I had to study from a distance. To graduate, I had to pass the exams and create my own fashion collection. That was the moment when I really understood I was on the right track. I simply found myself in fashion, it fills me with so much. Suddenly, everything started to make sense. But then the borders closed because of COVID-19 and political issues and I almost gave up on my plans, because it seemed unrealistic to travel to Russia with the whole collection. Luck was on my side, though. The borders opened up again in the autumn and I was able to go and present my first collection in September, after having three weeks to finish it.
What did you do after the first show?
I returned home to the Czech Republic and actually set up my own label. My friends and acquaintances found out during the course that I had moved into fashion design and they started giving me my first orders. I also designed a series of simple white and black T-shirts, which I consider to be the foundation of the wardrobe, and they sold out immediately.
Do you have your own team to create your models?
At first I used a supply studio for sewing, but that's not economically affordable in the long run, so I decided to find my own seamstresses. There are two working for me at the moment, but we're looking for another one because the two are only just managing to cope with the orders as it is. I have only a small studio at present, but I’m actively looking for bigger premises in the centre of Prague. We would essentially like to move right away.
Do you have your own team to create your models?
At first I used a supply studio for sewing, but that's not economically affordable in the long run, so I decided to find my own seamstresses. There are two working for me at the moment, but we're looking for another one because the two are only just managing to cope with the orders as it is. I have only a small studio at present, but I’m actively looking for bigger premises in the centre of Prague. We would essentially like to move right away.
What role does personal contact with clients play?
Personal meetings are absolutely crucial to me. When a customer comes to see me, I want her to walk into an oasis of calm. We will also have a regular stylist at the new studio to recommend the right outfits for everyone for different occasions. When my client walks down the street wearing my clothes, I want her to absolutely dazzle everyone passing by – not just in terms of the clothes themselves, but the glow radiating from her too. I give my clients a feeling of certainty and self-confidence and would like to bring them what they want and what they don't yet know they want.
Do you design individually tailored models as well?
Yes, most of my work will have been commissioned. We sell a few universal, well-cut pieces in the e-shop that should fit everyone, but otherwise I always want to see how my models sit on the client.
You come from abroad yourself. What is your view of the Czech clientele?
Czech customers take advice and know how to appreciate the professionalism and art of designers. My clients have always been delighted with my models and so far I haven't met anyone who's been problematic.
Where do you buy fabrics?
I currently have suppliers in the Czech Republic that provide very high quality fabrics. I rely on natural materials – cotton, silk, and wool. My first trip abroad to choose fabrics will certainly take me to Italy
How do you plan to create your collections?
I plan to present a collection of exclusive models twice a year, and these will be tailored to fit specific customer after the show. Another dimension to my work is stitching pieces on request in line with the clients' wishes.
Many fashion labels are also involved in activities in the field of social responsibility. Are you interested in this aspect of the fashion world too?
Yes, I definitely want to be active in charity. I now have the opportunity to take part in the Helping Dolls Charity Fund project, which addresses Czech and Slovak designers who are tasked with making clothes for Barbie dolls. The models are then auctioned off to benefit the Klokánek organisation, which helps children at risk. My 10-year-old daughter, who painted a picture for the auction, is also artistically gifted.
Does art run in your family?
My parents and grandparents seem to have given me an artistic foundation, yes. My mum crochets and knits everything, like the teddy bears I sell under my label. Grandma was a seamstress and grandpa a shoemaker, so I suppose I have creative work in my genes.
What was the biggest pitfall before you in deciding to start your own business?
The biggest obstacles are usually in our heads. For me, it was fear, doubt, uncertainty. It's important to remember that it's never too late for anything. As soon as I took a few steps forward, the whole process just took off and there was no going back. I work at something I enjoy, I feel good in the environment of fashion, I have the opportunity to constantly educate myself and learn new things. The way things have turned out, I am simply looking forward to my future and all my fears have suddenly disappeared. You are only happy if you are doing what you really like, and in the end, anyone who doesn't take risks won't be drinking Champagne.
