Providing individualized customer attention while creating fashion that transitions through time has been the essence behind the family-owned business of Doncaster Clothing.”Doncaster clothing is timeless, elegant, high-quality fashion,” said Elizabeth Hogan, stylist and district sales manager of Eastern N.C.Doncaster Clothing began in 1931 by S.B. and Millie Tanner in Rutherfordton. The pair had gone on a honeymoon trip to Doncaster, England and fell in love with the town.The company began selling shirts for men and shirtwaist dresses for women. Sales were in home consultations by appointment. The Junior League of Charlotte caught wind of the shirt dress fashion trend and asked to sell the dresses as a fundraiser for their charities. From there, the company took off.”The business spread by word of mouth and became the first direct sales women’s clothing company,” said Hogan.In business for 85 years, Doncaster is the oldest direct sales women’s clothing business and is still a family business run by the Tanner Family.Though Doncaster has expanded nationwide and offers customers the option of ordering through their website, clothes are still sold in home trunk shows by appointment. A stylist personally meets with each customer to help select the fashion pieces.”What I love about this type of shopping is the individual personal attention given to customers. We can create a capsule of clothing starting with the basics and building a wardrobe from that. We offer everything from casual to cocktail,” said Hogan.Clothing is offered in sizes 0 24 with petites as well and ranges in price from $125-$895.Hogan’s mother, Coleman Dance of Kinston, sold the clothes for 30 years. Following in her mother’s footsteps, Hogan began working as a wardrobe consultant ten years ago.”This is a relationship business. You trust who is going to work with you on your wardrobe and that they know your taste. We work with our clients from start to finish as their own wardrobe consultant,” said Hogan.This fashion season, Doncaster is ready with clothing that represents the trends. Hogan noted this year’s trends include oversize prints and jackets, chevron knits, lace, peasant blouses, maxi dresses, and the cold shoulder tops to name a few.”I love the colors of the clothing this season lollipop, teal, khaki, eucalyptus. The color palate of the season mirrors the color palate used by the fashion industry, which has become the color of the season for interior designers and painters,” said Hogan.Doncaster offers customers clothing pieces fit for any occasion without the hassle of hunting through clothing racks alone wondering what pieces of clothing match.
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