Today we’d like to introduce you to Erika Neumayer Ehrat.
Hi Erika, it’s an honor to have you on the platform. Thanks for taking the time to share your story with us – to start maybe you can share some of your backstories with our readers?
I started Rare Dirndl in 2010 at the age of 23, with a few patterns, the money I had saved from working customer service, a small workspace (a.k.a. my parents’ dining room), and a whole lot of determination. But everyone always wants to know, of all the things… why have a business centered around dirndls? (The St. Pauli girl’s dress and most commonly seen at Oktoberfest in Munich, Germany.)
I started doing German folk dancing at the age of 4 with the American Aid Society of German Descendants, and I danced throughout high school and college. I graduated with a degree with distinction in apparel design from Dominican University in 2009. At that same time, I saw the awesome dirndl designs coming out of Germany. I asked myself, “Why can’t we get any of these in the US?” I researched and realized that there was no place to get a dirndl that wasn’t embroidered polyester or small floral print cotton. I decided then, and there it was time for a fresh take on the classic dress that I’ve spent basically my entire life wearing!
I knew I needed to have two things in my first collection: an off-the-shoulder blouse that actually stays off-the-shoulder and an all-leopard print dirndl. Those were two things I knew the market needed, which would get me noticed… and sure enough, it did!
The business began to grow, sales increased, and my “dirndl stuff” started to occupy not only my parents’ dining room but also their living room, basement, and shed, and when it started seeping into the kitchen, my dad said, “I think it’s about time you start to look for your own space.” I soon found our current location in Lincoln Square. The space is open by appointment and during the Maifest and German Day weekends (weekend after Memorial Day and weekend after Labor Day at Lincoln, Leland & Western).
In the early days, I was sewing all the dirndls, blouses, and aprons myself, but today I have built an incredible team that works with me to create and execute production on a larger scale (but not too large… everything is still made in small quantities to ensure exclusivity). I also make custom designs for those looking for something extra special. I LOVE working with customers on creating dirndls that genuinely reflect their personality. In the past few years, bridal dirndls have become more popular, and I’m the only person in the US making them. I’ve worked with brides having traditional church weddings, casual garden weddings, and even Oktoberfest-themed weddings!
Would you say it’s been a smooth road, and if not, what are some of the biggest challenges you’ve faced along the way?
I wouldn’t say it was super rocky, but there have more challenging times throughout the years. Balancing the cash flow is tricky when you have a seasonal business. I am crazy busy from June through October, so I tend to do most of the production in the late winter and early spring, but you need more money to grow the business and produce more inventory. It’s always a struggle to find the balance of how much I can make in the slow season to keep up with demand in the busy season (without emptying the bank account!).
Having confidence in my pricing is also a constant struggle. Americans (myself included) have become very accustomed to the price of fast fashion, so many people have serious sticker shock when they see the cost of my dirndls. I realized early on that undervaluing my garments and “pricing to please Hans public” was a quick way to find myself back waiting tables. I’ve learned over the years that if someone doesn’t see the value in my work at the price, they are simply not my ideal customer, and that’s ok. But even after twelve years, sometimes I still have to remind myself that while I LOVE what I do, I’m in business to make money and provide for my family, so my products need to be profitable.
Then, of course, there was ol’ 2020! That year, not only did the pandemic strip Rare Dirndl of about half the customer base, but I was pregnant with our 2nd child. My team and I quickly restructured how and where we work, revamped my entire marketing strategy for the year, and started making masks for our customers and community. Needless to say, it was a challenging year with unique struggles, but it did afford me extra time with my children.
Thanks – so what else should our readers know about your work and what you’re currently focused on?
Rare Dirndl makes dirndls and dirndl accessories that help people connect with their German heritage without sacrificing personal style. I specialize in modern takes on the traditional Bavarian dress and the pieces that go with it, including blouses, bloomers, jewelry, purses, etc. I’m most well known in the German community for creating fun, edgy, and high-quality dirndls that are “not your Oma’s Dirndl.”
The other dirndl manufacturers in the US have been in business for 25+ years, and their designs reflect that. My designs are unlike anything available in the US (and Germany, for that matter) because they are all original designs made in Chicago. I draw inspiration from everything from the classic Brothers Grimm fairytales to my travels abroad to Africa and India. I’m also the go-to for custom-made designs, bridal and bridesmaids.
I’m most proud that I’ve merged so many of my passions and aspects of my life into a business that is finally supporting my family and me. Combining my love for my heritage, creativity, sewing talent, and passion for design into one successful business is my greatest accomplishment… and making it profitable before my 30th birthday is also incredibly gratifying! I spent years crafting this business in a way that aligns with my values and gives me the freedom to work part-time and care for my two little kids.
We’re always looking for the lessons that can be learned in any situation, including tragic ones like the Covid-19 crisis. Are there any lessons you’ve learned that you can share?
I didn’t realize how valuable the community aspect of Rare Dirndl was until we all leaned in on each other for support. I started the Rare Dirndl First Looks Club Facebook group to give people who loved the brand a chance to get first dibs on new products and sales. Over the years, it morphed into a safe community space where we talked about dirndl fashion and shared ideas.
When the pandemic hit, and we were all confined to our own homes, I was delighted to see this fantastic group rally together and post words of encouragement, share resources, and even come up with virtual events. This online community celebrated the parts of their heritage that brought them joy even when so much sadness and fear surrounded them.
The online connections people made in that group are now manifesting into real-life friendships. When I first created the FB group, I never imagined that something so magical could come out of it.
Pricing:
- Dirndls range from $338-$698
- Bridal Dirndls start at $1228
- Blouses range from $49-$129
- Accessories start at $19
Contact Info:
- Website: www.raredirndl.com
- Instagram: www.instagram.com/raredirndl
- Facebook: www.facebook.com/raredirndl
- Other: www.tiktok.com/@raredirndl
Image Credits
Vanessa Buholzer Photography
James Hogan
