During lockdown, I created an archive of the past fifty years; I spent months working on it. Looking back at all those photos, I saw my whole life flash before my eyes. I wonder where those years went. Life moves quickly, especially when you're doing something you love. I look back with satisfaction: I made the most of the knowledge and resources we had at the time.
Even before our wedding, I was already helping Jean in my spare time. I helped choose the fabrics, even did the fittings, and posed for photos. When Steven was born, I officially joined the business. I knew little about textiles technically, but I did have a strong love for fashion. As a young girl, I took the train to Brussels to shop for clothes on Nieuwstraat, which at the time was a street lined with beautiful boutiques. Jean and I quickly divided the tasks. I was responsible for the collection and production monitoring to ensure everything ran smoothly in the studio, while Jean took care of sales. We complemented each other perfectly. I sought inspiration everywhere: at trade fairs, in fashion magazines—not just new ones, but also very old ones. Sometimes a collar from the past can provide that special detail that makes all the difference. Travel can also be inspiring, like the beautiful colors of India. I was also interested in what the catwalk had to offer; even the most unwearable creations can teach something; they indicate a trend that you have to translate to your own target audience. We've always focused on high-quality, wearable clothes that can make every woman feel elegant. For me, a collection is only successful if it sells—it's that simple.
Living as a catwalk
In the first few years, we had limited resources and tried to keep costs down as much as possible. Jean took the photos for the catalogs. When we went to the Milan trade fair, we took the night train to save on hotel costs. We didn't have a showroom back then either. We welcomed clients in our living room, which we transformed into a kind of catwalk with tables and chairs. The models paraded between the tables and changed in the kitchen. For clients who lived too far to come to Aalter, we organized sales days in hotels in Brussels, Ghent, Antwerp, and Limburg. The fact that we had our own multi-brand boutique in Aalter for years taught me a lot. Besides our own label, we also sold other brands there that I bought at Trade Mart. I was in the store on Saturday and Sunday mornings. For me, our boutique was an important source of information; it gave me insight into what was important to consumers. We had a very diverse clientele: young and not so young, slim and not so slim. I saw what worked for which figure and type and took that into account in the design. and the composition of our collection. After seven years, I left the shop because it became too much to handle in combination with the business. We grew year after year. Participating in trade fairs like Textirama accelerated our business. We first moved from Maria-Aalterstraat to Bekaertlaan when the company had outgrown its space. As a company, we've always been very flexible. Customers who went to the seaside on Sundays could stop by our store in the evenings to pick up their orders on their way back inland. We were always there for our customers. Many customers became friends, and so did our staff. We worked hard, but we also had a lot of fun together. We've always considered that human aspect very important. You have to empathize with your staff and trust each other. That's only possible if you communicate clearly and listen to each other.
From mini skirt to total look
Fifty years ago, fashion was completely different from today. Trends were very consistent and were slavishly followed by the public. When we started, the miniskirt was incredibly popular. All women, young or old, fat or thin, wore them. There was also little variety in terms of colors: every brand offered the same fashionable color. The competition wasn't as fierce as it is now. There were no complete looks yet; it was always about individual pieces, which also meant the collections were smaller. The time between order and delivery was short. Everything was cut, sewn, and finished in our own workshop. Because our customer base continued to grow, we gradually had to outsource some of the production to other Belgian workshops. In the 1980s, fashion evolved towards complete looks. That was an adjustment for us. At first, it was a bit chaotic: it took some time to figure out how to fit all the pieces of the puzzle together. As the collection grew larger and more complex, I needed extra help in the design department. Nancy, who already had several years of experience in sales, She became my assistant. We clicked right away. Now she works as Head of Design with Steven; they make a great team.
In fashion, there are always golden years and difficult years. We started during difficult economic times; there was the oil crisis. Everyone thought we were crazy when we started, but we believed in it and managed to build a healthy business. We always managed our resources carefully, so we always had something to fall back on. I think that attitude came from our upbringing. My parents lived through the war and are from the "work and save" generation. I was someone who loved to read, but my mother considered it a pointless pastime; there was work to be done. She always had a task for me, and if I couldn't do something, I simply had to learn it. I raised my children with this no-nonsense attitude, but also with a high dose of optimism. A positive attitude helps you move forward in life. Even now, in difficult times, you must always look ahead. After the rain comes the sunshine.
Paula's resilience
To say Paula is a strong woman is an understatement. Twenty years ago, she faced death when she and a friend were attacked during a trip through the Mali desert. When Paula was held to the head with a gun, she had the instinct to mutter "inshallah" and ask for mercy from her attackers. The two traveling companions were not executed, but were kidnapped and left in the middle of the desert, with only a little water. They lost their vehicle and all their belongings. Only after two days were they discovered, completely exhausted, by a nomad who saved their lives and led them to civilization. The nomad was generously compensated with a camel and goats, and his community received a well, around which a village has grown, which Paula continues to support through the foundation she founded for this purpose. It's typical of Paula: she turns negative events in her life into positive ones. In Mali, I realized I have a guardian angel, someone above who protects me. I thank him for this every day. When I boarded the plane home, I left that trauma behind. Everything that happens to you in life, no matter how bad, offers insights. I can let go and accept. Instead of wallowing in a victim role, I'm grateful for all the beautiful things that happen to me.