Florida Fun Fashions: 1939-1940
Jeanne's mother (since J.H. had died in 1937 of a heart attack)
kept her from going job hunting in New York because she thought
Jeanne was still too young. She instead, came up with a great alternative
--to open a small dress shop in Clearwater, Florida, which she
offered to finance. Jeanne was very excited about it, and they
named it, "Florida Fun Fashions".
By then it was just the two of them, mother and daughter (as Bob
was in the Navy and Marre had just been married and was living
in Florida). They worked diligently getting "Florida Fun Fashions" ready
for it's grand opening in the autumn of 1939. Mrs. Sanford, enjoyed
experimenting and solving decorating dilemmas, and she shared her
expertise with Jeanne. They had a lot of fun getting the shop together
and were proud and ready when the doors were finally first opened.
The
1920's mannequin, nicknamed "Barbara", came with
the shop and was the source of a funny incident. Jeanne was more
than happy to employ her, but she had a fashion problem: she had
the flat-chested, flapper's "boyish look" and needed
an update. With Jeanne's many talents she didn't see any problem
with 'augmenting' her figure with some plaster, so Jeanne spread
it on. What she didn't realize was with the weight of plaster,
it needed to be anchored on something like wire or nails, and Barbara's
boobs came crashing off. They all had quite a laugh! (Barbara's
2nd pair were well secured.)
"Jeanne herself had made up several items of sportswear to
display to her first customers. "I still think some of them
were cute," she says. "I remember a one-piece play suit
that would still be good today, I believe." But the bulk of
her stock had been supplied through a professional buyer in New
York who, as usual in such circumstances, had made her own selections
from the city's wholesale market."--Excerpt from Young Faces
In Fashion by Beryl Williams.
Friends like Ruth Elliott and "Weedy" Taylor (of the
Taylor family citrus growers/ http://largomainstreet.com/archives/000089.html
) modeled Jeanne's designs and helped in the shop. (Weedy's gown
was called "Gone With the Wind".) They had some wonderful
fashion shows and the customers crowded in to see them.
The dress shop did very well, especially Jeanne's fashions. She
had her designs displayed on the walls for customers to choose
from. She did get orders for these designs, but was limited by
the lack of time some of the vacationers had. They couldn't stay
for fittings, they needed things right away. The real experience
that Jeanne learned was in listening to what real woman wanted.
The customers came from all over the world and she asked many questions
of them. She found out their likes and dislikes. What they felt
good in, and why one dress was better than another. She listened
and learned...as these would be her future customers.
Jeanne found that not all of the buyer's choices were good ones
and once she even accompanied her to New York City. They went to
many showrooms and Jeanne made the decisions about what to buy.
She knew what would sell in Clearwater.
The NY trip made Jeanne even more anxious to become a designer
and create the pieces herself. She didn't want to open her own
factory, however, without a wholesale set-up, she couldn't make
the quantity she needed to make a profit. She loved the shop but
it was only a stepping stone to where she wanted to be. Jeanne
and her mother closed up the shop after about a year. They went
back to the Pennsylvania farm. |