If you have ever spent countless hours looking for the perfect dress that is not only beautiful but modest, then you know exactly how Salina Cruickshank felt every time she had to go shopping for an outfit and why she established Sally’s Stitch Fix.
Along with outfits for all ages and genders, Sally’s Stitch Fix makes reusable market canvas totes, with painted on motivational messages.
During the Christmas season, Salina had her work cut out for her as her custom made family pajamas blew up and everyone wanted them, even the First Family. Pictures of the First Family dressed in their Sally’s Stitch Fix PJs floated around social media. Last week, in celebration of Eid ul Fitr, President Irfaan Ali and his family were again decked out in Sally’s Stitch Fix designs.
Six years ago, Salina decided to become a designer and seamstress partly because of her ongiong and long challenge of finding modest clothing. Her seamstress was not always available and on many occasions she didn’t find the exact style she wanted so she had to settle for altering her outfits on her own. “I would always have to add a layer to my dress or add sleeves,” said Salina. The designer explained that after becoming a member of the Church of Jesus Christ of Latter Day Saints more than 20 years ago, she felt inclined to change the way she dressed.
Salina had always loved being a fashionista and standing out at events she attended; having modest clothing that still made a statement was another task. After years of altering outfits for herself, she finally took up designing.
The designer recalled that prior to starting her business, she was a stay-at-home-mom. She noted that while her husband did a fantastic job of providing for their family, two jobs are always better than one. She struggled with what she could do for a job and decided to do courses in hair styling and cosmetology; all the while she was sewing and altering her own clothing. Salina shared that she did hairstyles for her relatives, friends and church members but never felt good about being paid for it.
She began to reflect on all the times she showed up at various events and the compliments she received about her dresses. People would ask where she purchased them and she would respond that she made them herself. It was at this point that Salina realized her passion for designing and knew the answer to what she should do for a job.
Salina was giddy with excitement as she and her husband cleaned out their garage and redesigned it for her to use as her workshop. She shared that this space was initially supposed to be used for her salon.
She did not need to expend much to get her business going as she already had a sewing machine, scissors and the other necessary tools.
Though Salina began designing six years ago, her workshop was set up in January last year, following which she showcased some of her pieces at a Republic Day fashion show. That led to her being requested to make outfits for several employees of the National Communications Network (NCN) for Mashramani. In return, they advertised her business on the television channel.
When business began to decline in the face of COVID-19, Salina sought new direction and she eventually began receiving orders from Ansa McAL to for face masks. Some that she made were transparent, some had caps or openings for people wanting to drink from a straw without removing their masks.
Since then, Salina has participated in the International Women’s Day event at the Arthur Chung Conference Centre, where she had her own booth and displayed her market totes, aprons and one of her dresses. She dedicated a corner of the booth to her daughter Lily, who has been diagnosed with Global Developmental Delay. Though she is nine years old, Lily has the brain of a kindergartener. She also suffers from partial hearing loss which has affected her speech. However, Salina is not one to see her children limited and encourages any opportunity that could possibly help with self-improvement. Last month Lily competed in the Kids Fest 592 pageant where she won the Best Prize for the Bravery and Confidence Award.
“It’s a struggle having to keep that balance between work and having to care for her. Lily goes to therapy and dance classes. We have to constantly have her in a stimulated environment,” shared Salina. The market totes which Salina dubbed her “purpose totes” were first created as part of awareness for disabled children and to build a financial foundation for Lily. At present, Salina is working on a new line of totes with the inspirational message: ‘A New Day Has Come’.
When she decided she needed an equipment upgrade, Salina applied for a loan from the Small Business Bureau with which she was able to purchase an industrial sewing machine.
“Another challenge I had was during the Christmas season when I was restricted in getting the amount of fabric I needed,” she said. “I went to a dealer who promised he would sell me all the fabric I needed to make my Christmas pajamas. As the orders come in, I would visit the store and purchase the fabric. After a couple of visits, he didn’t have any more of the fabric and I had to source the fabric from elsewhere.” She was still able to complete all her orders.
Salina has customers from as far away as the Essequibo Coast, some in Georgetown, Parika and Soesdyke. For her Christmas pajamas specifically, one of her customers was based in the UK.
According to the woman, as a child growing up, though she was always passionate about fashion and how she looked, she never thought of becoming a designer. This she said teaches her to recognize her children’s gifts and to focus time and energy, hers and theirs, on what they are passionate about instead of wasting time on things they have no interest in.
“I’m using something I’ve always had a passion for to fix a situation, hence the name Sally’s Stitch Fix. You can use whatever you are passionate about to make a difference. I used my passion for fashion to fix the problem I had of not finding modest clothes. Whatever your skill, it can be used to enhance your journey,” Salina noted.
There isn’t much free time for Salina with her designing career and a family to take care of but when she can, she likes to tend to her flower garden. The garden, she shared, has had to be downsized because of her extended responsibilities. She tries to dedicate more time to Lily who learns mostly through play. Sunday, which is also her Sabbath, is usually the day dedicated to God, family and especially Lily.
From altering her first outfit, Salina is now looking to have a more established Salina Cruickshank line, and possibly a store where when people can acquire modest pieces of clothing.
The designer can be followed or reached Facebook and Instagram at Sally’s Stitch Fix.
