After attending #THEKNOTROCKSCHARLESTON event this past Tuesday, it occurred to us that we should probably let people in on how-in-the-world Gretchen and I decided on “Edith Élan” for our brand name. It is a very European-sounding name for an American bridal design company after all.
First things first though. For those that don’t know us, neither Edith nor Élan are anywhere to be found in our names, nor are either family names. Now, for the short story of how it all went down.
After weeks of debating, pages full of scribbles, hours of researching online, multiple Skype conferences, and a trip for me to Chicago in October of last year, we had no decision. NOTHING! Call it writer’s block, call it designer’s block...it still meant the same thing: we were already designing our first collection for the (no name) brand. So while I was in Chicago, we called for reinforcements. Enter our wonderful friends, Sam Crews, and of course...wine!
Brainstorming with Sam went something like this:
energy, style, and enthusiasm.
synonyms: flair, style, panache, confidence, dash, éclat; energy, vigor, vitality, liveliness, brio, esprit, animation, vivacity, zest, verve, spirit, pep, sparkle, enthusiasm, gusto, eagerness, feeling, fire;
informal: pizzazz, zing, zip, vim, oomph
IT’S PERFECT!!!! WE’RE IN LOVE...WE DO!
And then BAM! Time for the heartbreak: another designer had already taken élan for her label. Back to the drawing board we went.
We still were in love with élan, and we could find no substitute that came close. Then, with a stroke of inspiration Gretchen mentioned Hayward Hall - the building we met at in school. Sam googled “Hayward Hall,” and wouldn’t you know that there was such a lady named Edith Hayward Hall. She was a pretty incredible lady: one of the first women in archaeology, mother, museum curator, professor, and editor. A modern woman in an era gone by. To say the least, while she had nothing to do with the world of fashion, she had élan for her love of archaeology.
And just like Ms. Hayward Hall, élan is what we want in our brides - for them to possess style and confidence, to exude a joie de vivre, to be enthusiastic about their life’s passion and feel an eagerness to do it. And more so, élan is what we want our designs to convey. So with some Scrabble letters in hand we decided on:
A perfect blend of modern and vintage designs that are effortlessly feminine, charming, and sophisticated.
For the bride with élan.