Susan Proctor launched TOTEM in 2007 and it has been up and running smoothly ever since with unique one of a kind pieces.
1. How did the idea of TOTEM begin?
I wanted to create a platform for fresh young brands – I’ve always been drawn towards the new and the different and when I shop, I like to know the story behind the clothes I buy, and that I’m not wearing the same piece as hundreds or thousands of other people. So I set up TOTEM with the idea of carrying brands exclusively available through TOTEM in the Middle East, with minimal numbers of each item, so you know your style will be as unique as you are.
2. What inspires the collection you have at the store?
Another reason our customers love TOTEM is that they know that every item is hand-selected for the store by the owner; I’ve been constantly in contact with our customers both face to face and online since we started and their sense of style and has led me to find some amazing brands. So really it’s the customers who comment on our Facebook page, or come and take the time to chat about fashion with us. Brands we bring in are exclusive to us and they have to offer something new and exciting each season to be selected for TOTEM. Also I am absolutely obsessed with fabric and texture – every design that comes into TOTEM has to not only look gorgeous but feel amazing too.
3. Where do you get your clothing’s from?
Most of our lines are from the US – what I love about sourcing from America is that there is such a variety of styles, from laidback colorful LA to sharp clean designs from NYC. We also work with British brands – I’ve found the vintage sensibility to be very strong there and TOTEM adores vintage style.
4. Whilst buying for the boutique, who do you have in mind when buying the stock?
As I said, our regular customers and fans on Facebook are always in the forefront of my mind. They have amazing style and a keen fashion sense – and they love TOTEM because they are not interested in being followers, rather creating their own unique style. I also have to keep in mind the climate and the culture – I might be looking at the latest range by Gentle Fawn and fall in love with a leather jacket, but have to stop myself bringing it in…Also we mix our styles each season so that they can be layered up for extra coverage for the customers who prefer that, or worn alone. For example we have an amazing selection of beautiful tops by B B Dakota that will look just as good with one of our blazers or cardigans.
5. Tell us about your latest collection?
The new collection will be in TOTEM very soon, just before vacation time for many, so it will consist of pieces that are great for travelling in and some transition pieces for those going to cooler climes. We’ll be getting our summer collection of our incredible premium denim brand Level 99 (a huge celebrity favorite) as well as stunning vintage-inspired shoes by Seychelles & BC, and more from our best-selling designer B B Dakota.
6. What’s next for Your Brand? (New stores, Branches?)
Watch this space…!
7. What is one piece every woman should have in her wardrobe? (clothes and/or jewelry)
My answer to this would change at least once a season! But right now I am loving my Alternative maxi dress. It comes in four colours (I have three!) and it’s made of the most lovely fabric which is partially organic and recycled – something that Alternative and TOTEM are crazy about. Just as important, it fits like a dream and is so flowy and lightweight, great for this weather, and it’s so easy to style up or down as it’s such a simple silhouette. (Also, at just RO 24, it’s a bargain.)
8. Five essentials in your handbag?
Top of the list is my Burt’s Bees lip balm – I love the acai berry flavor. I’m terrified of sun damage so I always carry Invisible Zinc Tinted Daywear…it acts like the thick zinc but goes on like a silky foundation. My Blackberry (of course). A floral hair clip for styling emergencies or when the heat gets to my hair. And vitamin B tablets – they boost your energy, essential for a busy day in the shop.
9. What is on your shopping list for S/S’11?
We love to mix cutting edge fashions with quirky interesting pieces, and because of this I’m most excited about the 70s trends and its implications for this region – maxi skirts making a big comeback has been great as they are so well-suited to this part of the world and teaming them with the vintage-inspired wedges coming into TOTEM from San Francisco is just a perfect way to get the look. TOTEM will also be expanding the range of one-off pieces we carry, including vintage clothing, and expect to see lots more gorgeous and cool designer items for the home as well as clothes.
10. Last inspirational words for the readers?
If you’re reading this blog you already have a great sense of your style and who you are. Be individual, do what’s different, strive for perfection. All the designers we carry have a story and an inspiration behind what they create and that inspires me every day.
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