A Letter From Rose
The Velvet Dress I Hand-Picked for Our Final Holiday Season
Soft, rich velvet that doesn't feel heavy, a waist that flatters, and a skirt that forgives. Here's why I kept coming back to the Elena.
Every year around the holidays, Olivia and I hear the same thing from the women who come into our boutique: "I have nothing to wear."
Not because their closets are empty. Because every dress they try is wrong in some small, painful way. Velvet that looks rich on the hanger feels cheap and stiff once it's on. Pretty dresses cling to the tummy or show too much arm. And the forgiving ones are so shapeless you end up hiding under a cardigan all evening.
So many women simply give up on feeling dressed up. I think that's a shame, because a beautiful dress at the right moment still does something for us, at any age.
Two sisters, one little boutique
Olivia and I grew up near Lake Como, where our grandmother taught us to look at clothes the way you look at something you plan to keep for years: the fabric, the seams, the way it moves when you walk. We both became fashion designers in Italy, and nearly 45 years ago we followed our hearts to Florida and opened our boutique.
Since then, so many women have come through our door telling us the same thing: "Nothing is made for me anymore." Too young, too tight, or so plain you feel invisible. Finding the pieces that are made for the women we actually know, women in their sixties and seventies with full lives, became our life's work.
Every piece has to pass two tests
I want to be honest with you: I didn't design the Elena. These days Olivia and I hand-pick the pieces for our boutique, and every one of them has to pass two tests.
Olivia's test is the fit, the fabric and the finish. Is it comfortable, is it made properly, will it still look good after a season of wear? My test is the woman wearing it. Does it flatter her, does it make her feel like herself, and where will she wear it? Most pieces fail one of the two and go straight back.
The Elena didn't. It's one of the few pieces this season that I picked up, turned over and kept coming back to. Here's why it passed both tests.
The velvet is the first thing I checked
Velvet is where most dresses give themselves away. Cheap velvet feels rough, looks flat and sits on you like a heavy curtain. Before anything goes on our racks, I run my hand over it and hold it to my cheek. The Elena's velvet is soft, with a deep, rich sheen that catches the light, and it drapes without weighing you down.
★★★★★"I was a little hesitant to order a velvet dress online because I worried the fabric might feel cheap. But the velvet is so soft and feels lovely against my skin. It has a beautiful look without feeling heavy or stiff."
Linda M., Savannah, GA
A defined waist, and a skirt that forgives
This is the part Olivia checked first. A wide velvet waistband gives you shape exactly where you want it, and below it the skirt falls long and full. It skims over the tummy and hips instead of clinging, so you look elegant, not hidden.
★★★★★"I'm 62 and don't have the same waistline I used to. I was worried this would cling around my tummy, but the flowing skirt is very forgiving. I feel comfortable and nicely dressed without having to hide under a cardigan."
Barbara S., Charleston, SC
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Comfortable enough to sit through dinner
A dress for a special evening has to survive the whole evening: the drive, the dinner, the hugs, the dancing with your grandson. The Elena moves with you. The fabric is gentle on the skin and nothing pinches or pulls when you sit down.
★★★★★"I wore the burgundy dress to a family wedding and was comfortable all evening, even sitting through dinner. The fabric feels gentle on my skin and I didn't feel restricted when moving around. That's important to me at 57!"
Carol R., Asheville, NC
The details are what made me choose it
Look closely and you'll see why I kept it. The neckline is softly gathered. The sleeves are full, with deep cuffs that sit neatly at the wrist. The waistband is cut from the same velvet, so the whole dress looks like one piece. And it comes in three rich colors: emerald green, burgundy and a warm golden mustard. One honest tip from me: it's a true maxi, so if you're petite it may brush the floor.
★★★★"I've been disappointed by online clothing before, so I was nervous ordering this. The emerald green is just as beautiful as shown and the dress has that same elegant shape. I'm 5'4", so it's a little long on me, but otherwise very pleased."
Patricia W., Franklin, TN
Elegant, without showing too much
Many of the women I dress want their arms covered and a neckline that stays modest, without looking like they've given up. The Elena does both. Long sleeves, a high neckline, and still a dress that makes you feel feminine and dressed up.
★★★★★"At 65, I prefer dresses that cover my arms and don't have a neckline that's too low. This one is perfect for that. The sleeves are beautiful, the neckline feels modest, and I still feel feminine and dressed up."
Susan H., Naples, FL
Made for the body you have today
We carry the Elena from XS all the way to 3XL. My advice: take a moment to check the size chart before you order, especially at the waist. If you're between sizes, go up one. And if it isn't right, you have 30 days to send it back.
★★★★"I usually struggle with ordering dresses online because the sizing can be so unpredictable. I checked the measurements before ordering and I'm glad I did. The fit is lovely through the shoulders and the skirt falls beautifully. The waist is slightly snug, but still comfortable."
Deborah K., Greenville, SC
The Elena, against the holiday dresses you usually find
Why it's only $69.95 right now
After nearly 45 years in America, Olivia and I have decided it's time to retire from the boutique and spend more time with our husbands, our children and our grandchildren here in Florida.
The Elena is part of our final collection. When a size is gone, we won't be restocking it. So instead of carrying it into another season, we're saying goodbye to it with our Retirement Sale.
Elena | Velvet Maxi Dress
$139.95$69.95Retirement Sale, Save 50%
- Soft velvet with a rich, light-catching sheen
- Defined waist with a forgiving full skirt
- Long sleeves and a modest neckline
- Emerald green, burgundy or golden mustard
Sizes XS to 3XL · Free UPS shipping · 30-day money-back guarantee
See if your size is still available →Buy 2, get an extra 10% off · Buy 3, get 15% · Buy 4 or more, get 20%. Applied automatically at checkout.
Our Retirement Sale is coming to an end.
Buy 2 get 10%, buy 3 get 15%, buy 4 or more get an extra 20% off. When your size is gone, it's gone.
I don't usually write letters like this. But after a lifetime in fashion, I know when a dress is worth telling you about. If you've spent too many holidays feeling underdressed or hiding under a cardigan, I hope you find your size before it's gone.
Thank you for giving two Italian sisters a home, a community and a lifetime of memories here in Florida.
With love, Rose 🤍
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