Local designer dresses up the runway at Vancouver Fashion Week

October 17, 2003

FOR IMMEDIATE RELEASE

Creativity involves all of the senses. When entrepreneur Irina Lomachinskia first laid hands on the sparkle of the rough lime-green silk, she could smell apple. "The idea came to me to create a dress reflecting an apple and leaves," says the designer. Her touches are subtle and the overall effect is elegance, like all of her other creations, some of which will be dressing up the runway at the Bridal Show on October 25 as part of Vancouver Fashion Week. While her fashion sense is well-developed, she decided to fine-tune her business sense before launching her new venture Loma Couture, so she enrolled in the Self-Employment Program at Douglas College."I decided I'm going to do what I'm best at and that's fashion design," says Lomatchinskia. "I want to build my future. I don't want to be laid off again."

Lomatchinskia had been a software tester at Alcatel when she lost her job. The road from pink slip to pink dresses began when an employment counsellor at Human Resources Development Canada (HRDC) referred her to the Self-Employment Program at Douglas College, designed to teach people on Employment Insurance to become entrepreneurs.

"It totally opened my eyes and changed my life," says Lomatchinskia. "I'm not business-minded. For me, everything was absolutely new - even obtaining a business number."

The Self-Employment Program put Lomachinskia through two months of rigorous training at Douglas College's David Lam and New Westminister campuses and continues to provide ongoing support for 48 weeks. She learned how to do market research, craft a business plan, develop business skills and promote her business.

"People transform their lives," says Carolyn Cooper-McOuatt, Marketing Manager for the Self-Employment Program. "From the first day of Business Plan Development class to the day they graduate, it's a complete transformation of their confidence and their conviction."

Since the program launched in 1995, it has helped start over 1,500 businesses and has one of the highest success rates in Canada. After one year, 93 percent of its graduates are still in business compared to the national average of 30 percent. After four years, 67 percent are still in business.

As part of the Self-Employment Program, Lomachinskia conducted extensive market research. Using a CD on Canadian businesses available at the public library, she got the goods on her competitors: the number of employees, credit ratings, sales and assets and number of years in business. "By looking at their numbers, I could see there was business potential," she says. "It also told me that during the next two years I would probably be working alone, so I have to be strong in order to handle the start-up phase."

In June, she designed a red satin gown with beaded silk and a netting skirt for Joanna Si, who was crowned Miss Teen B.C. International in July and won the best evening gown competition at the pageant. "I don't think it was the gown at all," says Lomatchinskia. "But the way she carried the dress was amazing. It was the whole image. Her inner beauty was shining through."

Lomatchinskia started the business out of her home in Port Coquitlam, but in July opened up shop in the back room of Something Old Something New Bridal Boutique on Columbia Street in New Westminster.

Her customers turn to her for something special for a special occasion and optical illusion tricks. "They have an idea about what they like and what they dislike, or they have complex figures and they want to hide something or highlight something."In August, business picked up. "Sometimes in August I started at five o'clock in the morning and finished at 11 at night. It's tiring sometimes but it's totally different when you work for yourself."

She's not alone. She went through the Self-Employment Program with a group of about 20 aspiring entrepreneurs, so there's a support network.

"Cheerleading is an important part of the program," says Instructor Barbara Harkness, Lomatchinskia's Business Advisor. "Being an entrepreneur can be lonely."

Lomatchinskia agrees, "The self-employment way isn't the easy way. It's very hard work. There are no illusions."

But she's used to taking the leap into the giant unknown. Originally from Moldova, she studied fashion design at the National University of Technology and Design in Kiev, Ukraine, before deciding to take a chance on a new life on the other side of the world.

In Canada, she found work as a seamstress, and went from bridal boutique to bridal boutique, from east coast to west coast, and eventually from dress-maker to software tester.

But fashion was always her dream. The show at Vancouver Fashion Week will be her first in over 10 years. "It's an adventure just like opening a business," she says, smiling. "You have to commit to the idea and believe you can do it. As soon as you make that step, you're already here."

To learn more about the Self-Employment Program at Douglas College, or attend an information session, please call 604-777-6140 or visit the Web site at selfemployment.douglas.bc.ca.

The Bridal Show takes place October 25 at 2 p.m. in the International Village, as part of Vancouver Fashion Week, which runs from October 22 to 25. For more information, visit vanfashionweek.com.

Loma Couture is located at 667 Columbia Street in New Westminster at the back of Something Old Something New Bridal Boutique. Call 604-521-7160.

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For more information, please contact:
Kim Fehr, Communications and Marketing Office: 604-527-5325
Self-Employment Program: 604-777-6140