Manifesting Magic with Gelareh Mizrahi - a podcast by Alan Philips

Our goals can only be reached through the vehicle of a plan, in which we must fervently believe, and upon which we must vigorously act. There is no other route to success.

—Pablo Picasso

The Designer Behind The Coolest Clutches In The World. - Nylon Magazine

I knew she was different when I met her. She was petite, around five feet tall and ninety pounds, with big eyes and a captivating smile that implied, “I know something you don’t, and I am not going to tell you what it is.” But beyond her beauty, she was extraordinarily creative, with the kind of energy that bubbles up without intention— it’s just part of who she is. When you combine that type of creative energy with sensitivity, kindness, and a love of family, you’re talking about my ideal woman…which is why I asked her to be my wife. But it just so happens that Gelareh Mizrahi is also a perfect example of what everyone can manifest in the Age of Ideas.

When I met her, Gelareh had recently graduated from the Parsons School of Design and was helping her cousin Aimee with her clothing brand, Queen of e.vil. The two of them would lock themselves in Aimee’s apartment for endless hours and cook up crazy design ideas that would end up on T-shirts, sweatshirts, and cashmere sweaters sold in department stores and boutiques from Dallas to Dubai. (You know that amazingly inspirational gear you pick up at SoulCycle? Aimee and Gelareh came up with the initial designs.) But before long, Gelareh, with her creative energy and desire, needed a new outlet; she wanted more.

That was when the universe (and her mother) swooped in.

One afternoon Gelareh’s mother Gilda was working in her boutique in Georgetown, an upscale area in Washington D.C. A customer noticed the python-skin handbags she had for sale and commented, “You know, I could make similar handbags for you. Maybe I could do a private label for your store.” Gilda said, “I don’t really want a private label, but you should speak with my daughter. She’s a fashion designer in New York.” And so Gelareh was put in touch with this woman, who owned a factory that produced handbags.

A couple of conversations and emails later, an arrangement was in place: Gelareh would design and sell the python handbags in the U.S., while the woman would handle producing the bags overseas, and they would see how things developed from there. I was skeptical; yes, she had a partner, but no start-up capital. Why wouldn’t she just get a job doing design for someone else? But Gelareh was determined, and when she is determined, get on board or get out of the way.

The first step for her new business was to get a booth at the Coterie show, a wholesale fashion tradeshow where all the major retailers buy from all the major producers. When you aren’t a recognized name, they don’t just hand you a booth, and most booths are committed months in advance. If a newcomer is lucky enough to score a space, it’s usually way in the back. That’s what happened here. Gelareh designed a low-cost but appealing booth for the Coterie show, and her father, brother, and I built it on-site, way in the back of the Jacob Javits convention center.

I wanted to help with the sales process, but Gelareh was not having it. She asked me to go back to work and show up when it was time to break the booth down. Each night she came home exhausted, collapsed in bed, and left the next morning at the break of dawn. When the Coterie show ended, I broke down the booth. As we began our drive home, Gelareh was silent. She had not shared any sales numbers, so I was worried that no sales had been made. I was afraid of the impact this might have on her confidence and our new enterprise. But before long a subtle grin began to show on her face.

I felt inspired to ask, “So did you make any sales?”

“Maybe,” she replied.

“How much you take in?”

After a pause, she blurted, “We made $48,000!”

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