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Woman adds something special to people’s wedding days

A Gold Coast woman who was after a unique and unconventional cover up for her own wedding has now started selling customised leather jackets for people’s special day.

Efthimia Devaney, 37, began Hide and Rose as she wanted an item that reflected her own personal style and she loved the idea of grungy leather with soft lace.

‘I’m a really sentimental person, so I wanted something written on the back and some artwork that meant something to me so every time I wore it down the track it would remind me of my wedding day,’ Efthimia told FEMAIL.

Efthimia Devaney, 37, (pictured) began Hide and Rose as she wanted an item that reflected her own personal style

This led her to searching her wardrobe for something that she could re-purpose and hit the jackpot when she found three leather jackets she forgot she owned.

Although the look of the lace with the leather is what she was after, Efthimia wanted a more feminine touch.

This is what lead her to seeking out artists to create masterpieces for the back of the jackets. 

‘I got married in May this year and in addition to wanting an unconventional wedding dress cover up I needed something practical as it was cooler in May, so it killed two birds with one stone.’

She was after a unique and unconventional cover up for her own wedding has now started selling customised leather jackets for other people's special day

She was after a unique and unconventional cover up for her own wedding has now started selling customised leather jackets for other people’s special day

'I'm a really sentimental person, so I wanted something written on the back and some artwork that meant something to me,' Efthimia told FEMAIL

‘I’m a really sentimental person, so I wanted something written on the back and some artwork that meant something to me,’ Efthimia told FEMAIL

Efthimia wanted a more feminine touch so that is what lead her to seeking out artists to create masterpieces for the back

Efthimia explained that she's noticed an increase in people choosing customised jackets for their weddings

Efthimia wanted a more feminine touch so that is what lead her to seeking out artists to create masterpieces for the back

Efthimia explained that she’s noticed an increase in people choosing customised jackets for their weddings.

‘People are wanting to showcase a bit more of their personality, more and more we’re seeing weddings that aren’t traditional,’ she said.

What with others wanting to stand out the crowd and are choosing their special days to do so, which is when a customised jackets comes in.

Efthimia wanted a more feminine touch so that is what lead her to seeking out artists to create masterpieces for the back

People are wanting to stand out from the crowd and are choosing their special days to do so, which is when a customised jackets comes in

People are wanting to stand out from the crowd and are choosing their special days to do so, which is when a customised jackets comes in

'It's the new monogramming but this is next level as it's hand painted by an artist,' she told FEMAIL

‘It’s the new monogramming but this is next level as it’s hand painted by an artist,’ she told FEMAIL

‘Because couples can get whatever they want painted on their jackets, they can have nicknames or something personal to them, it’s one of those ways to add sentimental detail.

‘It’s the new monogramming but this is next level as it’s hand painted by an artist,’ she told FEMAIL.  

In a time where the trends of personalisation and customisation isn’t slowing down, Efthimia said she loves the idea of upcycling and giving new life to a jacket that is already in your wardrobe. 

People are able to browse the designs that are already on the website or there is a customisation box or limited jackets that are for sale with designs already on the back

People are able to browse the designs that are already on the website or there is a customisation box or limited jackets that are for sale with designs already on the back

''The reason we use customers jackets is because people are quite particular with what they want to wear and it's also a better alternative to fast fashion'

”The reason we use customers jackets is because people are quite particular with what they want to wear and it’s also a better alternative to fast fashion’

Brides, or those looking for something different in their wardrobe, send Hide and Rose a leather, faux, vegan or pleather jacket. 

People are then able to browse the designs that are already on the website or there is a customisation box or limited jackets that are for sale with designs already on the back.

‘The reason we use customers jackets is because people are quite particular with what they want to wear and it’s also a better alternative to fast fashion, I wouldn’t have bought a preworn jacket for my wedding.

‘Wedding dresses are occasionally handed down in the family and you would upscale your mother’s dress, I have a vision of my daughter wearing the same leather jacket in some of her wedding day photos,’ she told FEMAIL.

'Wedding dresses are occasionally handed down in the family and you would upscale your mother's dress, I have a vision of my daughter wearing the same leather jacket in some of her wedding day photos,' she told FEMAIL

‘Wedding dresses are occasionally handed down in the family and you would upscale your mother’s dress, I have a vision of my daughter wearing the same leather jacket in some of her wedding day photos,’ she told FEMAIL

It was in August this year that the label launched and she has four local artists working for her to create these pieces.

‘The artists were excited to be acknowledged for that contribution to the fashion world and for me it was refreshing to work with creative minds as opposed to lawyers.

‘I’m from the corporate world but I’m so enjoying working with artists that have that creative flair, it’s a different kind of talent.’

Brides, or those looking for something different in their wardrobe, send Hide and Rose a leather, faux, vegan or pleather jacket

Brides, or those looking for something different in their wardrobe, send Hide and Rose a leather, faux, vegan or pleather jacket

The artwork on the jackets lasts forever as Efthimia did plenty of research and testing before deciding on the final process

The artwork on the jackets lasts forever as Efthimia did plenty of research and testing before deciding on the final process

Efthimia has her own business as an employment lawyer and corruption investigator and this new interest of hers keeps her creative spark alive. 

‘I think people are drawn to different careers depending on their personality and people that are drawn to art are often deep, emotional types who are expressive.

‘It’s been really nice interacting with them, a bit of a change from the court room.’

Now something that started as a side hustle is taking up more and more of her time but luckily the artists do the creative aspect while she runs the website and takes care of the logistics.

She has also recently hired a new partner for the firm so she can invest more time in this business.

In a time where the trends of personalisation and customisation isn¿t slowing down, Efthimia said she loves the idea of giving new life to a jacket that is already in your wardrobe

In a time where the trends of personalisation and customisation isn’t slowing down, Efthimia said she loves the idea of giving new life to a jacket that is already in your wardrobe

The artwork on the jackets lasts forever as Efthimia did plenty of research and testing before deciding on the final process.

She spent six weeks conducting the testing to ensure that the paint would withstand the elements. 

‘Ultimately I would like to have more artists where each has a different style and brings their own talent to the table.

‘When I get an order I’m like, “Wow, different designs really do suit different people” and I want to ensure I can cater to different tastes.’

Since the launch, Hide and Rose has customised 63 jackets and Efthimia can't wait to see the photos featuring the jackets they've already designed for weddings in the future

Since the launch, Hide and Rose has customised 63 jackets and Efthimia can’t wait to see the photos featuring the jackets they’ve already designed for weddings in the future

Since the launch, Hide and Rose has customised 63 jackets and Efthimia explained she can’t wait to see the photos featuring the jackets they’ve already designed for weddings in the future. 

‘The response been really good, maybe it’s a bit crazy, a lawyer launching a business that has something to do with fashion but the wedding industry has really embraced it, everyone is so lovely, it’s not as competitive as I thought it would be.’   

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