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About Black Halo

After completing a bachelor's degree in political science, on track towards a law degree, Laurel Berman decided to make a dramatic change in her career path. She interviewed and was accepted to the San Francisco Academy of Fashion Design.

EVE_LouiseRoseNow celebrating her company's 10th anniversary, Black Halo has become a recognized name among top designers, celebrities and businesswomen alike. Her Spring 2013 collection Black Halo EVE, a brand new line of evening wear showcasing the sophisticated and slimming style she is known for, has already seen high demand and celebrity appearances.

Louise Roe was one of the first to wear a piece from Black Halo EVE during her red carpet appearance at the 84th Academy Awards. Black Halo has been worn by many others red-carpet names over the past decade, including Lauren Conrad, Kim Kardashian, Amanda Seyfried, Mariah Carey, Fergi and Eva Mendes. Berman's styles have graced the covers of national magazines and appeared in scenes from Date Night, Ironman and Girls, among others.

The release and instant success of Black Halo EVE, Berman says, has been one of the top moments in her career so far. Prompted by a request from Neiman Marcus to design a collection of evening wear, it was the only store to carry the EVE collection when it made its first appearance fall 2012. The 2025 Collection of EVE is now in full force.

After a highly successful decade, Berman says her sights are not set far enough to forecast what the next ten years have in store for Black Halo, but a brick and mortar store is not out of the question. Black Halo shoes, handbags and fragrances may also see beginnings down the road.

She began her dream inside of a 3,500-square-foot building, uncertain of what the future would hold. Today, Black Halo occupies 15,000 square feet and employes 30, including her husband. 'I wake up everyday in a good mood,' Berman says. A true professional fairytale of following a passion, Berman continues to flourish in the fashion world and love what she does.

How did you get started? I was born with a thing for clothes, not really knowing that you could parlay that into a career. I graduated with a political science degree before realizing I didn't want to be a lawyer. So finally I decided to follow my dream to make clothes and went back to school to study design at the Academy of Fashion in San Francisco. I started working for other manufacturers, working my way up to assistant and then design doing private label. I've had a lot of bad jobs, and finally loved what I was doing.

So why leave to start your own line? It was really hard to leave, but my dreams were flying by me while I was continuing to just stay comfortable.

How did Black Halo get off the ground? This was over 10 years ago. One of my best friends who I worked with doing private label was going to come with me. We were starting from nothing so we had to get the cheapest everything. We picked a space in Downtown L.A. off the beaten path, and I went to auctions to buy all my equipment - sewing machines, cutting tables, and irons - from all the companies going out of business. At the last minute my friend ended up backing out, so I did it on my own. I pulled together a collection and took it over to the California Market Center to find a showroom. A lot of people passed, but finally someone was enthusiastic about it and took us on.

What's been the secret to succeeding as a new designer? There are three wheels that are critical: design, production, and sales. If you don't have production it doesn't matter what you design. And if you don't have sales it doesn't matter what you design either because no one's going to sell it. When I started, I handled what I was good at, which is production and design. I knew I couldn't handle sales, which is why I looked for outside help with that.

Your Jackie O dress is one of the most iconic styles of the last decade… It's legendary. We've become very well known because of it, whether it's from it being spotted on Kelly Ripa, the Heineken commercial, or Iron Man. We've had a celebrity following from the beginning really, but we actually delayed signing with a PR agency because we didn't want to be just hype. We wanted to do this organically and stick around.

What's made you so successful at the dress? It's all about fit. The most important things is to make our woman look good. Our motto is "two inches taller and five pounds thinner." We've also been made in L.A. since the day we started, which gives us quality control and consistency of fit and workmanship. It looks different than garments made in China.

What's your favorite part of the job now? My sketching is fine, but I really love when the pattern-maker drapes the muslin on the form and I can start to play. 'Too long, too short, tight, loose…' My gift is visual: fit and proportion. We'll go through that process two or three times for every garment. I'm very involved in each piece.

Current best Black Halo code is "BLACKHALO15".