Franchising Today - Summer 2016 - 38
www.fabrikstyle.com / Headquarters: Atlanta / Corporate employees: 10 / Specialty:
Fashion retail / Dana Spinola, CEO: "We all deserve to feel beautiful."
N C HISE
fab'rik aims to be a boutique that offers
high style and service without attitude or
fell in love with the business end of
management information systems
as much as I had fashion," she says.
"I asked myself how can I put these
After years in corporate America,
Spinola couldn't help but re-examine
her childhood dream of a fashion-related career. "I sat there thinking
about what do I really want to be,"
she says. "After thinking it through
and discussing with those that knew
me best, I worked on a business plan
for what I thought would be just one
After sharing and receiving critiques on her business plan from
many of her friends and acquaintances, Spinola opened her "little store"
in Atlanta in 2002. The boutique was
named fab'rik, after the phonetic pronunciation of "fabric."
fab'rik helps fashion lovers with every step of owning
and operating their own boutique. BY JIM HARRIS
As a child, Dana Spinola covered the walls of her bedroom with pictures she clipped from fashion magazines. Her parents believed she should
one day follow her dream of getting involved in the fashion world - once she
had the financial means to do it.
"They believed that if you love what
you do, you'll never work another
day in your life, but as entrepreneurs
themselves they saw the struggles
of starting your own business right
away," she says. "They knew fashion
was always part of my dream, but they
advised me to get a job that makes a
lot of money first."
The first day of college, Spinola
walked into the guidance counselor's
office to get advice on what major she
could choose that would bring her
the largest income before pursuing
her fashion dreams. The answer to
her question - management information systems - became her career
soon after graduation. At the time,
she just didn't know fashion could be
Although the technical world differed significantly from the world
of fashion that fascinated her so
much as a young girl, it still held an
appeal beyond a mere paycheck. "I
Spinola's mission was to create a boutique that offered high style and service without attitude or sticker shock.
"I knew of so many boutiques where I
didn't feel like I had enough money to
even look through the front window,"
"I wanted to create a space where
women would be treated well whether they're wearing yoga pants or are
dressed to the nines. We all deserve to
Every item in her store was reasonably priced but still retained the
high quality and fashionable nature
of much more expensive couture. "I
didn't want to have a boutique that
sold t-shirts for $250; I believed everything could be under $100," Spinola says. "No boutiques I knew of had
the high-end experience with a lower
price tag, so my challenge was to find a
way to do that."
Every fab'rik customer is given pre-