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 Combining their savvy professional experience - Lewis has a background in accounting and golf club management, while Castellani has worked for some of the best-known designers, including Prada, Gucci and Nike Sport - the two Southern California natives joined design senses after meeting on a Malibu playground a few years ago. As their daughters became fast friends, they, too, struck up a friendship. Lewis had sold her children's clothing line and Castellani was between work commitments. They shared the same heritage - both are Italian - and had similar tastes in fashion. While Lewis belonged to Mountain Gate Country Club in Bel Air, Castellani had never picked up a golf club. Somehow, their conversation turned to golf and fashion. "One day we got to thinking, 'Why can't golf clothing have the sophistication and style of haute couture?' " Lewis said. Studying the market for nearly a year, they decided to test the waters. Early last year they formed Golf Italia Couture, introducing 15 pieces in their first season. Then they focused on perfecting their product. "We went to the PGA show in 2007 to learn the process of selling and about pricing," Lewis said. "We wanted the clothes to be affordable. We incorporated the feedback. We listened to what everyone had to say, but our concern has always been for the ladies." It seems they've hit the mark. Golf Italia Couture has grown to a 45-piece line featuring traditional favorites including polos, shorts, dresses, sweaters, capris and coordinating jackets. Prices range from $60 to $160 and the clothing is comfortable and fashionable for women of all ages. "It's given us the confidence to continue, especially in a market that has slowed for a lot of companies," Lewis said, adding that the line's quality and tailoring is what makes Golf Italia Couture so successful. "We have an amazing pattern maker, which is key in this business," she said. The Torneo Pant, in particular, is a favorite with buyers thanks to a fit that doesn't allow the pant to slip down when bending over. Details include a generous-sized waistband and the convenient location of the side ball pocket. The spring collection features a palette of soothing colors - Tuscan green, amaretto, brandy and tan with accent hues such as coral orange, aqua and tangerine. New this season is use of high-tech fabric, Tactel, that offers lightweight, breathability and resilience. While Lewis and Castellani's customer base is growing, the majority of buyers who placed orders in their first season have become repeat customers. "Last year the pieces sold very well," said Jean Stuart, buyer/merchandiser for Rancho La Quinta Country Club. "They have a younger look, but the older gals like the fit, too. It's tailored where it should be." Cathy Edwards, buyer/merchandiser for The Quarry Golf Course in La Quinta, said the line is just right for her affluent clientele. "I'm really looking forward to introducing a nice representation of Golf Italia Couture pieces this fall," Edwards said. "There's a real sophistication to the line that I personally like. The clothing can be worn on and off the course, and like most European lines, the fresh colors and fabrics are a step ahead of mainstream golf brands." For more information, visit golfitaliacouture.com. |
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