STREET OF THE ROSES

OF THE

Translating to “street of roses” in Italian, #VIADELLEROSE is a unique and beautifully inclusive store currently marketing an upscale women’s streetwear line but specializing in pieces that can be worn by anyone. #VIADELLEROSE Boston is located on Newbury Street, with a second location in Edgartown, MA. This designer fashion retailer caters to those who have all different styles, offering a range of color combos from neutral to bright and funky.

CEO Claudia Tolay has an extreme passion for artistry and a vibrant take on work that brings the business to life. Tolay is proud of the business she has helped build and hopes to inspire the world, the community, and other companies with their mission of inclusivity. Her goal behind the brand is to provide a high-quality luxury feel for a decent and reasonable price. With unique styles and silhouettes, #VIADELLEROSE aims to make women feel powerful and one-of-a-kind. She hopes that this brand will help people realize that they don’t have to keep up with the ever-changing trends of the industry.

“It is cool to be different,” said Tolay.

When Tolay came to the United States from Italy, she found it hard to find clothes that she liked and felt comfortable in. Her style includes statement pieces and garments that are unique.

Average prices for pieces in her store range from $33 to $400.

Each piece sold gives customers the ability to express themselves through the garments’ singular design. There are only six of each garment produced and put into circulation on the market.

Tolay’s inspiration comes from many places, from luxury brands, to places like Sicily, to iconic pop culture references. All of these seemingly unrelated topics come together to create the beautiful garments that she has designed for the brand. This distinctive factor is what draws in such a wide range of customers, and gives #VIADELLEROSE its value.

Tolay finds it important to make connections with her consumers. She considers each and every customer a friend. These connections help to foster the social aspect of the company. Buyers are more likely to promote and share the retailer, due to its unmatched authenticity. From a business standpoint, these strong relationships help increase revenue, but this all started because of Today’s desire to provide quality, selfexpressive clothing for the community.

Keeping the climate in mind, #VIADELLEROSE holds values in the industry and has sustainable aspects to the brand. While it may take longer to release their seasonal lines, the products are well worth the wait. Climate conscious production decreases the emissions in the environment, and helps in counteracting the effects of fast fashion. The brand grows in the most organic way, by word of mouth, and everything is manufactured in Turkey, which follows ethical European Production Standards. The garments are made from cotton or modal, a textile made from spinning beech tree cellulose. These natural fibers are considered to be more eco-friendly, allowing for long-term durability. The care instructions for their garments include “caring for your clothes is caring for the environment.” (www.VDR.com)

While caring for the garments is important, caring for the livelihood of a business can be much more difficult.

Unfortunately, like many retailers struggling due to the pandemic, #VIADELLEROSE has been heavily impacted by the effects of COVID-19. However, they have persevered, even in spite of the business opening right as the pandemic began. The company struggled with shipping as a consequence of the pandemic. While shipping delays have slowed down a lot of the store’s progress, #VIADELLEROSE takes it day by day.

Tolay desires to hold events in Boston, specifically at their storefront, as soon as possible. In the future, she hopes to support local artists and even hold concerts or showcases to market the designer clothing alongside the work of these artists.

Along with local artists, the business supports the greater community through its collaboration with a children’s organization called, Healthy and Happy Kids. More about their mission can be found on Facebook. At least 15% of all purchase totals go directly to the organization. This non-profit is run by Tolay and her husband and helps to raise funds for families and children to get the medical attention they need, through U.S medical institutions. They have been running the organization for about eight years on a completely volunteer basis. Funds go directly towards the cost of the child and family travel fare, as well as providing them with lodging, and the necessary medical expenses. Tolay even opens her home to said children and families while taking care of her own four children.

Despite originally being from Italy, Tolay has made strong and heartfelt connections, impacting the community as well as the fashion industry, with this unrepeatable brand. Claudia emphasized her love of the diversity that the Boston area gives them.

“Boston is Home,” said Tolay.

#VIEDELLEROSE is paving a path with roses— ametaphorical resemblance of all the connections Claudia Tolay has made and continues to make. Each rose is like a piece of her clothing, bright and colorful in its own way, while empowering and demonstrating the strength of women.

Photography Courtesy of #VIADELLEROSE @vdr.boston; vdrboston.com