Collage: Designer Consignment
Collage Designer Dress
An example of Collage's designer merchandise.
In 1995, Tracy True Dismukes was six years into her career as an internal marketing management consultant. She loved her job, but felt that there was a creative element missing in her professional life.
That’s when her thoughts went to consignments stores, the places that enabled her to outfit a corporate wardrobe on a budget. She had never worked in retail, but armed with an MBA, she had the business background. And as a customer, she knew what shoppers wanted.
“I thought I could do a better job than what I was seeing,” she said.
Before long, she had bought Collage Designer Consignment, then located in an old home in Homewood.
From there, she built up the business with the eye of a customer, making the shopping process as quick and easy as possible.
Dismukes said the business’ bread and butter is what people where everyday: brands like Chico’s, Banana Republic, Ann Taylor and J Crew. The store also sells high-end designers such as St. John, Armani and Tory Burch. In addition to clothing, customers can find designer handbags, shoes, formal dresses and accessories, as well as brand new gift items in the front area of the store.
“The more people know about us, the better things we have,” Dismukes said. “It feeds on itself.”
All their merchandise was new within the past two years and is in perfect condition. Consignors bring it in dry cleaned or freshly laundered and ready to sell for the current season.
Items are priced at approximately one-third of retail, and consignors receive 40-50 percent of the selling price.
“There is a lot of money sitting in your closet,” Dismukes said. “And it’s a lot of fun to shop without money.”
Consignors can shop with store credit, that is.
Customers don’t have to have an appointment to consign during the week, but appointments are required on Saturdays. Items are kept as merchandise for 60 days and then given to The Foundry on the consignor’s behalf if they do not sell.
The store will host an event in March in conjunction with My Sister’s Closet and the YWCA to give prom dresses to girls who cannot afford them.
In 2000 Dismukes moved the store to “the Curve” in downtown Homewood, and in 2001 she bought Nice and New in Vestavia, which became Collage, as well as a plus sized store next door.
In September 2012, both Vestavia stores were merged into one location in Vestavia City Center. Extensive renovations created a contemporary look for the former Milestone Books location. The grand reopening was held in conjunction with the business’ 20-year anniversary.
“Vestavia shoppers are so loyal,” Dismukes said. “Our regulars followed us, and new people find us every hour.”
The storefronts are just the beginning of the consignment empire Dismukes has built.
In 2008 she partnered with 12 other consignment stores in Alabama to start a television show, Consignment Chic. The show later evolved into one minute segments that ran 30 times each week, all to raise awareness that with consignment options people don’t have to go far or spend a lot of money to get great items.
Starting in January, she created Collage TV, which in 5 minutes or less shares short video segments featuring how-to style tips and other topics on the Collage TV YouTube channel and through a weekly client email. So far the videos have covered ‘what dry cleaners really do with your clothes,’ Birmingham Fashion Week, and various fashion tips.
Also working with other stores in her role as the president of the national consignment industry association, she started an ecommerce website, consignmentchic.com, in 2009.
“It’s an exciting industry right now,” Dismukes said. “It’s chic to recycle and not have to spend a lot of money to look great.”
