Inside the company: Myrrhia Fine Knitwear

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Myrrhia Fine Knitwear Spring 2013: the warrior goddess within

By Meredith Corning

Myrrhia Fine Knitwear was founded in 2010 with a mission to constructively weave the fibers of not only the environment, but also the lives of the people who her garments touch.  Working only with yarns and fibers grown and spun in the USA and choosing local and organic whenever possible marks this fashion designer a true champion in her fearless charge to progress society.  Unabashed by defying the corporate norms, designer and entrepreneur Myrrhia Resneck cares deeply for her employees, customers and the future of existence, but one should hear it from the warrior goddess herself.

From the business perspective, what are three things that you have learned as a fashion designer that surprised you as your business has grown?

This whole business was a surprise to me, actually. It was a hobby and just blossomed really organically. I tested every business move I have made and was gratefully happy to find that people like what I am doing and support it.

What is your main source of marketing your line that has worked best?

I walked door to door to boutiques with a rolling suitcase full of my sweaters. So far, that has worked the best! Other than that, I participate in Oakland Art Murmur every month by opening the doors of my workshop to the public and showing my products.

You have made being socially conscious a focal point in your design process. How does this impact your company in a positive way? In a negative way?

In a positive way, it keeps me on track because I don’t get bogged down in the day to day. I have a higher purpose above getting the next order shipped. As for the negative, someone who is used to the prices at a fast fashion chain may not understand my prices. I want to make products that are accessible, but I refuse to pay my employees less or use cheaper materials.

How important is online image when it comes to your sales? Do you consider your online persona as integral as your face to face connection with others?

I consider the content and images on the internet as equally important to my brand as my face to face interactions. My team includes a very talented publicist to keeps me looking great online, and she understands the core ideals of my brand. Branding is important, and my brand values connection whatever the medium.

How would you handle a negative review of your line?

I take all feedback very seriously. I would follow up with the person to get more information about how I could address the problems or issues that had been identified, and then I would do everything I could to make it right. I am dedicated to improvement at every level, from look, feel, and fit, to customer service and social/environmental impact.

I tell my customers that if there is a problem, I want to know about it. I want to fix it if I can, or replace it if it was defective in anyway. Even though there have been a couple times where someone just plain ordered the wrong thing or didn’t notice something in the picture or when they tried it on, I can refund or exchange. Happy customers make me happy!

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