Success Story Profile - Fashions for Special Needs

We're a society that focuses a lot on our appearance, but imagine the challenge if you lived in a wheelchair or a bed. If you've ever spent time as a patient in a hospital, you know how hard it is to try to look respectable for visitors even for that limited time. Gloria Zawaly has built her business around helping long-term patients obtain clothing and accessories that not only make their lives much easier, but also help them look good and maintain their self-esteem.

Gloria designs and cuts all of the clothing she offers, and has local sewers for assembly. All of her clothing is made in Canada, and she tries to source as many Canadian materials as possible, although many of her Canadian suppliers have closed due to overseas competition. Gloria sells her products in her cozy and welcoming store in Thorold, through her website and through stores in other parts of Canada that she wholesales to.

Interview with Company President Gloria Zawaly

What inspired you to start your business?

My mother-in-law, who had Alzheimers, was in a long-term care facility. The facility asked for open-backed clothing, and there just wasn't much available in our area, or it was poor quality, so I thought I'd like to make some for her. I was off work on sick leave, and I've always sewn, so the business just grew from there. I had to leave my job after my sick leave ended, and I saw an ad in the paper for the Self-Employment Benefit Program,

so I thought I'd try running my own business. I worked from home for 7 years and then expanded into a store.

What has your biggest challenge been?

Probably getting information out there about my business. Long-term care facilities tend to have a large turnover of personnel, so it's hard to keep them up-to-date consistently. I used to go into the homes personally, but unfortunately I don't have the time these days. I'm also competing against large companies from Toronto and London, so I decided to wholesale my products as well -- I have stores that supply home-care products out west and down east that buy from me.

What has your biggest success been?

I couldn't have done this without the support of my family, especially my husband, and both of my children have gone into business themselves, so I think they were inspired by my opening and running a successful business.

Describe your target market.

We market to long-term care facilities, seniors, or anyone who needs help dressing themselves, such as people with Multiple Sclerosis, or young people who've been in accidents. I sell a lot of wheelchair jeans.

Who's your favourite customer been?

My favourite type of customer is usually a husband or wife who wants their loved one to be as comfortable as possible and to look good as well. They're not worried about finding something cheap.

Least favourite?

Unfortunately I get some young customers who don't want to spend a lot on their aging parents because they think it's not worth it.

Did you have any special mentors?

Not really, but my husband and my mom have been great supporters. My mom models in my catalogue and has always been there for me.

What keeps you going on the rough days?

On days when I've had a negative phone call from someone, I'll also get calls from people who are so thankful that our store is here.

What's one piece of advice you'd give to new entrepreneurs?

Do what you enjoy doing but be prepared to spend long hours starting up. Also, try to be positive and to have a group of people around you that's rooting for you.