An Independent, Black-Owned Luxury Boutique Opens Its Doors Amidst A Pandemic, Nationwide Protests And Riot

For a good number of entrepreneurs launching new projects or businesses in Manila, fengshui dictates the opening of a store or signing of new contracts. The practice of ancient Chinese geomancy is said to harness energy from natural elements to create channels of harmony, prosperity and abundance. Now half way through the year, I look back at auspicious dates for opening businesses (through a Chinese astrology website) since January and wonder how those might apply in the case of a worldwide pandemic that shut down nations. For a young entrepreneur in fashion retail like Telsha Anderson, her fengshui should have read: at the tail end of a worldwide pandemic, national protests and riots.

Telsha had been working as a social media manager and digital marketing manager before deciding to venture into her own fashion enterprise. She begins, “Working in industries outside of fashion prepared me to step into ownership. That’s something I would recommend for anyone looking to become an entrepreneur. Once I made the decision to enter the fashion industry, it was on my own terms. I was able to again knowledge from other industries and applied their approaches to building t.a.”

NO STORE OPENINGS, NO PRESS LAUNCH, NO SALES—UNTIL FURTHER NOTICE

t.a is Telsha’s first fashion venture envisioned as a unique luxury concept store right at the heart of the Meatpacking district. After searching various corners of the world for intentional, independent brands, labels from Tbilisi, London, Paris, Peru, Milan, South Korea, Los Angeles and New York soon comprised the t.a brand matrix. It immediately reflected the luxury multi-brand store’s ethos for inclusivity and diversity. “I aimed to provide shelf space for brands that aren’t often found in current retailers. They are not just selling products but telling a story—whether through design, fabric and photography. “The luxury label founder was also keen on offering a refreshingly original luxury experience, not only through product range but store design and service as well. All of these laid out plans were set to be unveiled in mid March. COVID swept through the entire city (and world) and lockdowns were imposed. The store opening had to be moved back—indefinitely.  

LAUNCHING AN E-COMMERCE SITE IN 24 HOURS

There was absolutely no handbook that clued anyone in on how to navigate a crisis like COVID. Instinct and a pulse for market movement, however, guided Telsha’s quick pivot. It also now serves as inspiration for other businesses struggling to keep their heads above water.

Her store opening had been cancelled, but not the exuberant rental rates that ran each month. Within 24 hours, Telsha managed to launch an e-commerce site. She recalls, “Being a new brand during unsettling times has been a bit of a roller coaster ride. Originally, the plan was to open our doors in mid-March, but due to the stay-at-home order in NYC, we had to quickly pivot to keep t.a afloat.

Telsha and her team had primarily planned to go online four months after the store opening. This had to be expedited to ensure survival for the brand. “I created an e-commerce website via Squarespace within 24 hours so that consumers could still shop and engage with t.a. We also built a strong digital presence with engaging content from editors, influencers and designers we carry.” Positive response and support from across oceans shared on social media helped to create brand awareness.

The Opening Of A Store That Matters

The brick and mortar shop finally opened during the first week of July. It was a time when economies were just slowly getting back on their feet while still dealing with the fear of a deadly virus. This was also a period that will go down in history as the year when unemployment was at an all time high, spending was scarce and small to medium enterprises were barely getting by. In the US, this was a time when nationwide protests against racism and social injustice were also taking place. On the onset, it may seem unusual to hear of new businesses opening in the midst of unrest and uncertainty.

In the case of Telsha and t.a, however, the store opening could not have come at a more relevant time. Rising awareness for the Black Lives Matter Movement fit perfectly into the company’s ethos for supporting intentional yet underrepresented labels. Telsha elaborates. “In 2020, we are at a point where a brand should have a personal voice because consumers now crave transparency and are cognizant of where they spend their money. The worst thing a brand can do is speak out on a topic publicly and it not reflect the truth of their brand internally.”

When Fashion Walks The Talk

Labels and products carried by t.a are clear representation of the company’s commitment for supporting contemporary labels across nations and color. It is also reflected in their visual and copy communications across social media channels and their website. A browse through both shelves inside the store or the product range online will reveal today’s faces of diversity and inclusivity.

This is what distinguishes t.a from other luxury experiences on offer today. And at a time when consumption habits being reassessed, investing in companies like t.a are impressed as the sound choice. Telsha ends, “It’s time for brands to educate themselves and make necessary adjustments internally. Supporting black and brown communities does not stop and start with a social media post—it carries into the board room, the corporate office, main floor, creative brainstorms and everything in between.”

t.a is located at 332 W 13th Street, Unit B, New York, New York, USA 10014. For a safer shopping experience, book your exclusive appointments through here. You may also shop through their website.