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CUSTOM PR: In response to the response to her custom pieces, Pamella Roland is rolling out a full range of gowns, cocktail dresses and separates in array of fabrics, colors and silhouettes. Last week, the designer showed off the pre-fall and fall offerings in her Seventh Avenue showroom where seamstresses were busy putting the finishing touches on her runway looks. A recent jaunt to St. Petersburg, Russia provided some of the inspiration for her fall collection, which will be shown Monday at Lincoln Center.

Nearing the eleventh anniversary of her business, Roland said she is all ears at trunks shows, listening to what works for shoppers and what they are looking for. Dresses with attached shawls, was one idea she came up with after hearing from women frequently that they prefer to cover bare arms.

Often on the social circuit with her husband Dan DeVos, Roland said she is encouraged to see women making more of an effort. “People are dressing [up] again. I like to see that especially in high-end designers,” she said. “For a while, some women were afraid to show their wealth. Now people are saying, ‘You know, I’m sick of that. I’m dressing up.’”

Custom shoppers can choose from 40 dresses and 15 separates in 50 color options with wholesale prices ranging from $450 to $1,350. Their selections will be delivered in six weeks, Roland said. Given the interest, the company is planning for a 20 percent gain in Custom sales this year. Based in Michigan, but often in New York, Roland said there seems to be a growing appreciation for American made goods but there is always room for improvement. “I wish more Americans would become more aware of it. It would be nice to see that as an American designer who produces in New York.” she said.

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