When you first meet Sarah Gercke it is a bit like what I imagine a lightening strike to be...she is energetic in a flash of golden hair that evokes a 70's, all natural, goddess kind of thing. Sarah is engaging and rapidly shares her thoughts with a buzz of creativity pulsing from her so infectious that whatever she is doing you feel immediately onboard. Sarah has the presence of a leader and it is that power she has harnessed to make several impressive achievements in a relatively short career. She opened a multi brand fashion boutique in Aspen back in 2005 which transformed over the years into her own fashion line. She designs for a gutsy, life loving woman who also embraces her soft side. Gray Aspen was first introduced in the fall of 2008 with an immediate following from the luxury loving jet set that Sarah has cultivated over years of being with the customer. Her designs are classic with a sense of artistic flare. You can also feel the influence of her outdoorsy, equestrian upbringing even in her sexiest dresses. The collection draws strength in her jacket offerings that remain fresh and season-less. She is also a doting mother who balances her hectic, creative schedule (design, production, sales, vision) with quality time centered around the always adorable Townsend or "Townie" as he is referred to in these early years. It has been far too long since I have seen Sarah and wanted to catch up to see what journey she is pioneering now...
EP-Sarah!! For those who have not read your bio; give us a quick run down of what brought you to where you are...
SG-Well first and foremost, I need to say thank you for such a kind introduction.... wow! I grew up in Charlottesville, Virginia riding horses and playing sports. I went on to attend the University of Virginia, where I played lacrosse and majored in Classics (with a specialization in Latin..... yes, Latin.... :). One of my best friends and I decided to move to Aspen, Colorado on a whim and off we went. After a couple years working in an art gallery, I decided to open my own store, The Gallerie Aspen. Fashion has always been a part of me. I have loved it since I was little and I was always putting outfits together, dreaming up designs in my head and constantly reading fashion magazines. Although, I had never pursued it professionally...so, I finally did. The Gallerie grew into an awesome store carrying the likes of Lela Rose, Derek Lam, Alexander Wang and Ports 1961. I still had this urge to create some of the designs that were always in my head, and thus Gray Aspen was born.
EP-What are some of the lessons you have learned by opening your own store and subsequently your own brand?
SG-A LOT of lessons have been learned. One: there will be many ups and downs. Learning to roll with those; learning to adjust and change is probably the most important. My dad told me when I first opened, that the ability to change in business is what would help lead me to success. Two: you better love what you do when you open your own business.... because you will be living and breathing it.
EP-Tell the truth, are you ever exhausted and what pulls you through those moments?
SG-Absolutely! Oh my gosh. There have been many times I have wondered "What on Earth am I doing?!" and then I remember that I am doing and living my dream. Learning to breathe, being present and taking one small step at a time when I am feeling overwhelmed helps.... oh, and wine. ha!
EP-I know you are a runner; what does this routine do for you beyond the physical? How does this feed your soul and in turn influence your work?
SG-Honestly, some of my best designs come into my head when I run. Running helps center me and clear my mind. When my mind is cleared of all the chaos from the day; then I have space to create.
EP-You have an incredible network; can you explain how you cultivated it?
SG-Relationships have always been one of the most important things in my life. I really care about people.... my family, friends, and my clients. I feel so blessed for how many amazing people I have met from shopping with me. When you really care about something, you naturally cultivate it. So, I care about my network of clients.... how they are as people.
EP-Who are these "Gray Aspen" women?
SG-The Gray Aspen woman is a sophisticated but playful woman. One who cares about fashion; about the fabrics, about the fit... a woman who wants special pieces that she will covet. I will tell you that many of my clients are very educated, well traveled, very interesting women who are off doing amazing things in this world.
EP-Why was it important for you to produce in New York City?
SG-I am just an all American girl! I like keeping things close. I love giving business to the Fashion District in NYC.... it is obviously more expensive than overseas, but to me it is worth it. Plus, I love visiting NYC and checking in with them when I need to.
EP-What are some of the goals you set for yourself with Gray Aspen?
SG-When I launched Gray, I literally had 2 styles. Those 2 styles grew into an average of around 15 pieces per season. I want to continue to grow Gray but not compromise the quality of my product or over saturate the market; keep it special. I know who my customer is but I always want to try and push the boundaries a little with some different styles every season. I keep testing the waters.
EP-How do you envision the course with Gray Aspen to continue?
SG-Currently, I am expanding my clientele and pushing the label more. I see wholesale of the collection to some of my favorite boutiques is on the horizon....
EP-What are your favorite pieces to create and which ones do you own?
SG- Fortunately, I am the sample size, so if you look in my closet....
my favorite pieces are probably jackets and vests. I love my Loudon blazer; it is my tailored blazer.... very equestrian and longer in the back. I would wear a vest every single day if I could, so naturally I am always coming up with new ones.
EP- If you could say something about what Gray Aspen means to you other than beautiful fashion?
SG-It is my heart and soul. This has most definitely not always been the easy path, but I just breathe it. I remember designs that I had when I was in high school. It has always been in me, Gray just did not become a tangible product until the launching of the actual collection. Gray Aspen will always be just who I am.
EP-Any tips for ambitious creatives who want to do what you have done?
SG-Keep your head down and work, work, work. Follow your dreams but make sure you have your bases covered both on the creative and the business side. There will be so many rewarding times and there will be so many difficult times. Don't give up! Find what it takes to get you through the tough times and do not ever let success go to your head...always keep your feet on the ground.
EP-Lastly, why do you do this? What drives you?
SG-I cannot even explain it. There is some crazy fashion vibe inside of me! I just really love what I do.
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