Meet the woman behind Southsea's newest dress alteration business and find out why she's calling for support

Lovelace Atelier, in Albert Road, Southsea, opened in 2020 – one week before the first lockdown was announced.

Having missed out on the funding available at that time, owner April Lovelace was forced to crowdfund to keep her dream alive.

April had invested time and money into converting the unit, formerly Home Coffee, into her shop and with her business mainly based on prom and wedding dress alterations – her plan looked set to fail before it had even started.

However, the crowdfunder raised an impressive £5,500 and she was able to stay in business, finding a way through the restrictions.

She switched production – and started making face masks in a range of designs, everything from dinosaurs to cats to bright patterns. And her masks even got a celebrity nod of approval from The Chase star Ann Hegarty who posted a picture of her wearing one online.

Now as the business nears its one year anniversary on Southsea's independent shopping street, April is once again calling for support to ensure her survival.

April, 28, said: ‘It's been a tough year to say the least.’

April has been sewing professionally since she was 15 years old, and after university, she worked as a freelance costume designer and maker for theatre, film and events, working on costumes for West End shows, cruise ships and even Lady Gaga.

After achieving her goals, April needed a new challenge and a different pace, so having a strong interest in more couture techniques and tailoring, she ventured into the world of bridal alterations and tailoring of menswear.

Working from home for five years, 2020 was set to be a special year with the opening of April’s own shop and studio.

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April, from Southsea, said: ‘I wanted to provide a different service for the men of Portsmouth when it comes to purchasing a suit. More personal, less fuss; try on one suit and tailor that to fit.’

Lovelace Atelier consists of a small boutique to the front, selling womenswear, jewellery, handbags, and beauty products, with plans to bring in more menswear. Behind that, is a large area where fittings are carried out, providing a personalised tailoring service creating custom suits from £299.

Despite not being able to fully open, this service has proved to be a strong arm to the business, with customers providing positive feedback.

The business plans to relaunch once the pandemic has passed and April is still working hard to make sure her business will succeed and to bring some much-needed joy to the people of Portsmouth.

‘Once restrictions lift, I will be launching my sewing school and craft workshops, something I’ve been excited to do for years and something that I feel is missing from the local area,’ she said.

Sewing classes will be available for both children and adults.

There is also a click and collect service in place, in accordance with government guidelines, and you can shop online at lovelaceatelier.co.uk/ and via social media.

A message from the Editor, Mark Waldron

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