An elevator convo with designer Christina Devine of boutique Hong Kong bridal studio Christina Devine.
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What do you do?
I’m the Creative Director and co-founder of Christina Devine, a new kind of luxury bridal brand based here in Hong Kong. I have dedicated my career to making women feel beautiful by designing clothing that accentuates and celebrates the female form.
How does your business work?
We believe that every bride deserves a dress and shopping experience worthy of her dream wedding day. Whether it’s having the flexibility to customize one of our collection pieces or creating a fully bespoke gown, our process is unrivaled in its thoroughness. Think couture without the insane price tag. Every piece is handcrafted in our Hong Kong studio, allowing brides a transparent and intimate look at how their dresses come to life.
How did your business get started?
At the age of 14, I told my parents I wanted to be a fashion designer and set off on a path that has taken me around the globe in the industry I love. After receiving my BFA from The Fashion Institute of Technology in New York City, I spent 10 years of my 13-year career specializing in lingerie and bra innovation. My focus was problem-solving for women of all shapes and sizes while being inspired by the world of luxury fabrics, laces, and sewing techniques.
Lingerie brought me to Hong Kong seven years ago when I had the incredible privilege of designing bras for Victoria’s Secret. I later became Design Director of Her Own Words, an innovative Hong Kong-based bra brand.
After going through my own painful wedding dress journey and helping countless friends with their equally agonizing dress stresses, I knew my calling was to build a brand that celebrated the modern bride’s individual style, needs, and wants. I launched Christina Devine with my co-founder, business partner, and husband, Ruaraidh Smeaton in 2018.
Who are your customers?
The Christina Devine bride is modern, accomplished, and very particular. Our brides have traveled the world, experienced life, and is now taking the next step with her incredible partner – her equal – by her side.
What’s a day in your working life like?
I get up at 6am to feed my newborn daughter and read the morning papers. I like to – as my Dad says – know what’s going on in the world as I start a new day.
My team arrives at our studio by 930am. We tackle everything from designing and fitting new collection pieces, constructing customer gowns, following up with our international supply base, and checking inventory. Once the team is up and running, I focus on designing gowns for my bespoke customers. There’s a lot of time, research, and thought that goes into these special projects. Our website and social media pages are the lifelines to our customers, and managing these also takes up a large part of my time and focus.
The absolute favorite part of my day is when I can carve out a little time to research a new idea or new collection. Historical texts, photos, movies, and music all seep into my creative process. I’m currently obsessed with the Gibson Girls of the 1890s, the independent trailblazers of their time.
Where do you see your business in the future?
My short-term goal is to be top-of-mind and the preferred bridal brand in Hong Kong. Long-term, I was to see Christina Devine become a global brand, bringing our incredible experience to women around the world.