From Handbags to High Fashion: Domenico Antonietto

Let's go back to the very beginning. What were you doing before you started your business? 

My professional journey kickstarted in 2001, but my first hands-on experience in fashion began even earlier. When I was 17 and living in Italy, I worked for a local family business that crafted handbags. That was my first real immersion into craftsmanship and the tactile world of fashion. 

A significant influence during that time was my sister, who worked as a model. She was like a mother to me and generously shared her deep knowledge of the industry. She was my first and most memorable exposure to the world of fashion. 

However, I wasn't able to pursue this path immediately from there, as I had to leave to complete my mandatory military service. 

Was there a specific "lightbulb moment," a personal frustration, or a key experience that pushed you to turn your idea into a real business? (Please tell us the story!) 

The lightbulb moment came from a place of personal frustration, but it wasn't about my own work, it was about my sister's. After she retired from modeling, she was still young and full of potential. I tried to encourage her to open her own fashion store, to leverage all her experience and innate skill, but she never pursued it. 

Witnessing someone with so much talent and knowledge not take that leap was deeply frustrating for me. It was in that feeling, the sense of unrealized potential, that my own idea began to crystallize. I saw a path she hadn't taken, and it inspired me to take my own. 

What was the very first step you took? (e.g., bought a domain name, made your first product, told a friend your idea?) 

My first concrete step was to immerse myself directly in the heart of the industry. I became a brand representative for high-end local Italian brands, working the trade fairs and fashion shows in Milan, Bologna, and Florence. 

This wasn't a one-off event; it became my seasonal commitment, twice a year for several years. It was my hands-on education, providing an inside look at the business from the ground up. 

Beyond making a profit, what is the core mission of your business? What change do you want to create for your customers or in your industry? 

Fashion is in my DNA; it's more than a business, it's my life's purpose. Having grown up in this industry, the line between my work and my identity is beautifully blurred. Because of this, my mission is inherently personal. 

The change I want to create is a shift away from impersonal shopping towards a truly curated experience. I engage my clients with a series of personal questions to understand their lifestyle: their profession, body type, allergies, skin sensitivities, and even whether they tend to feel hot easily. This dialogue allows me to find the perfect style and fabric for them. 

The ultimate goal is for every client to feel good, comfortable, and supremely confident in their clothing. They should feel that every piece was made just for them, which is why custom alterations are a necessary, non-negotiable part of the process. My business card is my integrity, and I am committed to upholding that with every client I serve. 

What is the one problem you are most passionate about solving for your clients? 

The fundamental problem I solve is saving my clients time. Successful individuals are time-poor; they simply don't have hours to spend shopping, trying on clothes, and managing their wardrobe. 

By ensuring their wardrobe is meticulously curated and ready, I do more than just dress them. I give them the gifts of time and reduced decision fatigue. This allows them to focus their energy on what truly matters: growing their business with confidence and enjoying their life, all while knowing their image is perfectly managed. 

Fill in the blank: "I couldn't imagine doing anything else because I love… 

I couldn't imagine doing anything else because I love styling successful people, crafting an image they deserve, and creating a perfect fit for their lifestyle. 

Every journey has hurdles. What was a significant obstacle you faced in building your business, and how did you overcome it? (This makes your story relatable and inspiring.) 

A significant obstacle was, without a doubt, the language barrier. While my Italian heritage is a cornerstone of my aesthetic, when I arrived in Canada in 1992, the English language became my biggest professional challenge. 

This was especially critical because the very first step of my work is deep communication, understanding a client's lifestyle, needs, and preferences. If I couldn't do that effectively, I couldn't possibly deliver my best work. 

I knew I had to overcome this. So, I dedicated myself completely to studying. It took considerable effort, but I was determined to bridge that gap to serve my clients properly. 

What has been your single biggest "pinch me" moment or achievement so far? (A sale, a thank you note, a milestone?) 

There have been a few standout moments, but one of the most touching was receiving a heartfelt thank you note from a client whose wedding outfit I curated. That personal connection and impact is incredibly fulfilling. 

Equally significant was an unexpected job offer from Holt Renfrew in my early years in Vancouver. It came after I volunteered to produce a fundraising fashion show for the Dr. Peter Centre. Having such a prestigious retailer recognize my work and initiative so soon after my arrival was a definitive 'I'm on the right path' moment. 

What is a misconception people might have about your job or industry that you'd like to clear up? 

A common misconception is that the fashion industry is solely about fleeting trends, which can understandably feel frustrating and discouraging. Many people don't realize the profound, personal value a stylist can offer. 

My role isn't to chase every trend, but to help clients discover what works for them, their body, their lifestyle, and their comfort. The industry is vast, and its true magic lies not in temporary fads, but in using clothing as a tool to build confidence and make a genuine difference in how a person feels every day. 

Today, what does your business do, and who do you do it for? (Describe your ideal client) 

I offer custom styling shopping and set their wardrobe. I come to your home find your needs and bring them to your home directly. My ideal client, Business owners, professionals from young age to golden years. But I’m always open who is interested in working on their fashion style. 

What sets you apart from others in your field? What's your unique secret sauce? (e.g., your process, your perspective, your values) 

What truly sets me apart is a deep commitment to integrity, a genuine understanding of my clients' lifestyles, and a relentless focus on their long-term satisfaction. For me, this isn't just a service; it's a relationship built on loyalty and meticulous follow-up. 

My business card is my integrity, and that is the foundation of everything I do. 

What do you want people to feel when they interact with your brand? 

Ultimately, I want every client to feel an unwavering sense of confidence. When you look in the mirror and are truly happy with what you see, that self-assurance radiates outward. It's profoundly visible. My goal is to provide the image that lets that inner confidence shine through, unmistakably and without doubt. 

Looking ahead, what’s the next big dream for your business? (A new product, a book, a bigger team?) 

Looking ahead, my dream is to build a lasting legacy. I want my name to become a trusted brand synonymous with confidence and impeccable style. 

To achieve this, my focus is on strategic growth. I plan to expand our digital presence to connect with more clients online, while maintaining the personalized, in-person service that is my foundation. While a traditional office isn't a primary goal, building a dedicated team is essential. This will allow me to scale the personal touch and serve more people without compromising the quality and integrity that define my work. 

How do you hope your story inspires others? 

I like to inspire young people to understand how important it is to learn about fashion so they can apply it to their advantage