Today’s CoChic Cool Chick is Krista Goral, the owner of Measuremake, a custom clothing company. Krista started her business because she was frustrated with the way clothing fit her as a tall woman. She saw this as an opportunity to help people with the same frustration, as off- the-rack clothing, or clothing purchased from a store, doesn’t fit everyone perfectly. Think of all the men’s custom clothiers out there; it’s about time someone started a custom women’s company. 😉

If you’re located in Chicago, you have the opportunity to meet Krista tomorrow night! Join CoChic Styling and Measuremake on Tuesday, 11/29/16 at Click Shoes and More (3729 N. Southport, Chicago, IL) from 6-9pm to peruse some dress samples, get measured for your own custom dress, and get help styling! Just in time for those holiday parties! (It takes up to 3 weeks to receive your custom dress.)

Tell us about your business! (Include location and/or website & social media handles)

Measuremake is a made-to-measure women’s clothing company. Our dresses are custom-fit and custom-designed from a choice of nearly 30 colors and countless necklines, sleeves, skirt styles and lengths. You can find us online at measuremake.com as well as Twitter, Instagram, Facebook and Pinterest.  

What made you decide to start your own business?

The motivation to solve a problem finally became a lot stronger than the motivation to work for someone else. I think I always knew I’d have my own business in the way some people always know they’ll have children, and as soon as I saw success in my career with managing both a large, disparate team as well as a product, I made the move.

Who is your ideal client?

She’s frustrated with fit, or shopping, or both. She has trouble finding things that fit well, in a way that’s efficient and enjoyable.

What got you into the made to measure business? 

I had a personal frustration with clothes. At 5’9”, it’s tough to find things that are long enough – not just in the hem or inseam, but waists and armholes. And the more women I talked to, the more I learned that almost all of us, regardless of body type, have a fit frustration – things are too short or too long, or we need one size on bottom and a different size on top. Ready-to-wear rarely fits anyone, and women deserve better.

What do you love most about being an entrepreneur?

Adding value by resolving a pain point… The opportunity to solve a problem, the freedom of movement to do so without arbitrary or artificial limitations, and the market response you get when you do it well.

What is the most challenging aspect of being an entrepreneur?

The least fun part was the deafening “white noise” of the very beginning, before we got our first clients. It was important to get through that and start getting market activity asap. It’s a lot more fun once you start seeing traction and the business is building on itself.

What has been your proudest moment in business so far?

The first sale was a big deal, especially since it was to a total stranger. It was a major indication that this was real, and value-add. Growing through organic referrals and repeat business matters a lot for the same reason. Likewise, every time a client says she loves her dress, or she wears it at a big speaking engagement or on TV. Pride is in creating something of value.

What is your best piece of business advice?

Focus on solving a problem. First for yourself, then others. Obsess over and cater to others who feel it most acutely and are most excited by your solution.

Do you have any tricks of the trade you could share with us?

If you’re unsure what length of skirt to wear, there’s a calculation you can use to get close: measure the distance from the top of your shoulder (not your head) to the floor, including whatever heels you plan to wear, and then divide that by The Golden Ratio (1.618.) The resulting number is your hem length as measured from the top of your shoulder.

How would you describe your personal style?

Functional – it’s a lot of denim and leather. Also, minimal – I own and wear very few items. My business is dresses, but I still only have one that I frequently wear. Clothing should facilitate our lifestyles rather than define or impede them.

What does being CoChic (Comfortably Chic) mean to you?

Feeling authentic and confident. Garments bought deliberately and with intent, but are thereafter easy enough to throw on and not think about.