Sarah Collins Lawler learned to sew at age 16 and has been all around the fashion world. But after an unexpected boating incident and recharged pandemic creativity, she decided to take her love of luxurious (but often too-expensive) kaftans into her own hands. We have seen Tela Luxury Mercantile’s flattering, fringe-y, and just-plain-fun dresses everywhere recently, so it’s about time we get the inside scoop from the brand’s Atlanta-based founder and designer.
Tell us a little about the word Tela and how that weaves into the fabric of your brand and mission.
Tela means fabric in Spanish, which is the whole basis of my line. I love mixing unique textiles with the simple silhouette of a kaftan, and I get a lot of inspiration from traveling the world. I love seeing local textiles and getting inspiration from different cultures. My husband lived in Tanzania, working for the United Nations for a year while we dated. Since visiting him there and buying piles of fabric from the Kanga textile makers in Dar es Salam and Zanzibar, we’ve traveled as much as possible.
Was Tela a byproduct of reignited creativity during all our time at home?
YES! I was feeling the need for creativity during COVID, being home all the time as a massive extrovert. My sweet husband, Henry, bought me a sewing machine, and I started messing around making throw pillows before deciding to make my own kaftan pattern. After gaining 50+ pounds from some health issues I was experiencing, I gravitated toward dresses. I had always adored so many luxury kaftan brands, but could never afford them, so I decided to make my own. Then two brides asked me to make their bridesmaids get-ready kaftans for the wedding day. After that, I launched my first line in August of 2021. COVID was tough on many people, but it helped many creatives get back to their passions.
How did your boat accident change your career trajectory and outlook on life?
I used to not be able to talk about it, but now I am very open about it in hopes it can help others. I was in a boating accident a few months after I graduated college, which resulted in injuries to the face that took two-and-a-half years of surgeries to fix. My plan was to move to The Big Apple and work for a designer, but that was not feasible with my doctors being in Atlanta and the need to be near my family during that time.
My outlook on life has changed because I know my actions can directly affect anyone around me, and I try to be as conscious of that as possible in my daily life. And, of course, realizing that our time here on earth is very limited and could end at any moment, I decided to do as much as possible with my second chance by traveling to all the places I always wanted to go and pursuing a lifelong dream. I try not to take anything for granted and count my blessings daily.
What’s a common misconception that people have about working in textiles?
I don’t think people realize how much goes into textiles (like sourcing fabrications and manufacturers) to even get a product made. We are so used to fast fashion and don’t realize how many steps go into making one garment. You genuinely do get what you pay for. Using a manufacturer in the United States and working in a comfortable workspace with comfortable pay is important to me. I also source unique fabrics that come from artisans all over the world.
What’s something people are often surprised to learn about you?
That I went to school for design — both in high school with a fashion program and [then] in college. And I learned how to sew at 16! I had two lines by the age of 22. I worked for the Alabama Athletic Program during my senior year of college and had a minor in telecommunications film production. Lots of interests and hobbies!
You’ve always wanted to be in fashion, but tell us about your previous jobs and schooling.
I studied Apparel and Textile Design at The University of Alabama and knew I wanted to be a fashion designer from a very young age. After graduating from college, I moved to Atlanta looking for a role in the fashion world and got a job as a brand rep at a multi-line showroom in the Mart. I went to trade shows in NYC, Vegas, and Miami and helped host the ones here in Atlanta.
After the Mart, I left the showroom to go to SPANX, which was my dream job. My heart was still in design, but I took a job as an inside sales rep to find ready-to-wear boutiques to carry the new SPANX leggings. This was one of the most challenging roles I have had to date. I was cold calling, visiting stores, and trying to convince them to buy our leggings. I even ended up at a huge salon one day, training 50 hair stylists on how to sell leggings. (Don’t ask!) I then became the associate Account Manager for SPANX’s biggest customer, Nordstrom. This was a different world for me since all I knew or had done was boutique work. I learned the ins and outs of department stores and more analytical skills with the weekly reporting.
What’s the best career advice you’ve ever gotten?
Always fight for yourself because YOU are your biggest advocate. Ask for that raise or promotion, do that event you have always wanted to participate in, ask for advice, and ask for help. I ask every entrepreneur I meet if I can schedule a time to pick their brain. I always ask for what I want and am not shy about doing so.
Can you offer up a favorite hidden gem in ATL? Or in the South, in general?
Northside Tavern is my favorite dive bar in the middle of the West Side. An entire community has been built around this little blues bar that’s been there for 50 years. My husband is from Mississippi, and we got married in New Orleans, so we feel transported back to his roots when we go there to listen to live music. We also love Northern China Eatery on Buford Highway (the best Chinese [food] and dumplings you will find in the city.)
There are LOTS of hidden gems in the South with tons of character, but Fairhope, Alabama, is a small city on the coast near where my dad grew up. It is adorable, with so much character, art, shopping, and great food right on the water. It is a must-see. And I just launched in a boutique there called Foxglove, which is adorable.
Thank you, Sarah, for chatting with us! All photos submitted by Sarah Collins Lawler and Tela Luxury Mercantile unless otherwise noted. Find out more and shop at TelaLuxuryMercantile.com
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