Oscar Newman
Doggie apparel that's one part mystery, two parts fashionby Nicole Feliciano
International man of mystery? Long-lost boyfriend? Generous benefactor? Many consider Oscar Newman the Oscar de la Renta or Giorgio Armani of the luxury pet world. Scanning the press gallery on the Oscar Newman website is similar to reading People magazine - all the big names are there. Oscar Newman pet fashions have been spotted on the Emmy red carpet, as well as the pooches of Paris Hilton, Nicole Ritchie, Hilary Duff, Britney Spears, Tori Spelling, Paula Abdul, and many more. But just who is this elusive icon?
Charisa Antigua and Carmina O'Connor (the founders of Oscar Newman, www.oscarnewman.com), are tight-lipped about the man behind the company name. When put under pressure to reveal what inspired the name, Charisa giggles, "We're not telling. It's sort of like Charlie from Charlie's Angels. People don't really know who he is."
Charisa and her twin sister Carmina share more than a taste for inside jokes - they've got keen business acumen and killer fashion instincts. They turned their passion into a business.
The sisters behind the brand freely admit dogs have always been their passion. "We have been dressing dogs since the 70's," says Charisa. As Charisa tells it, growing up the girls didn't go in for Barbie or other dress up dolls. Instead they played with dogs. Now the duo has the best of both worlds - a profitable business and plenty of time with their furry friends.
Based in Geneva, IL (a suburb of Chicago), the Oscar Newman office sounds like a whole lot of fun--on any given day there could be seven dogs frolicking about. "It's a zoo here! All our employees bring their dogs in," says Charisa. Wagging tails and canine chaos only seems to help business--the dogs serve as inspiration, help with fittings and take turns modeling the fashions.
The overriding principle at the company seems to be spreading joy. The women behind Oscar Newman say they design to, "elicit an elated gasp, often resulting from the discovery of the to-die-for coat or accessory." Charisa and Carmina aim to make their clothing line stand out by lavishing each piece with special touches. Beading and hand smocking are two of the core features of the Oscar Newman collection.
According to the owners, Oscar Newman is the only place to find authentic hand-smocked dresses for dogs. "Growing up, we always had these adorable hand-smocked dresses... of course our babies (fur that is) had to have these designs," says Charisa. In addition to the smocked dresses, Oscar Newman carries exquisite sweaters, coats and accessories that are embellished with embroidery, quilting and beads.
This gifted duo can even turn the most practical item into a hot accessory. For example, their Belly Band is a signature item that is equal parts function and fashion. It all came about thanks to Carmina's quirky pooch. The dog loves to scent mark - a big problem for anyone who cares about canine urine ruining his or her home furnishings. The dog's habit was getting out of control. Carmina shopped and shopped for something to contain his pee, but what she found chaffed the tiny man. A light bulb went off and Carmina whipped up the Belly Band made of pliable material that a dog can wear all the time. "They sell like hotcakes - there are lots of little male neurotic dogs out there," says Charisa.
While actresses might be able to afford to scoop up all the hottest styles, many other dog owners can't. To share Oscar Newman with customers with slimmer wallets, the ladies are introducing a new lower-priced brand called "Truly Oscar" (The savvy businesswomen explain it as thus: Calvin Klein has the lower-priced CK line, Versace has Versus, etc.). "We call it Truly Oscar because the quality and styling is truly distinct," says Charisa. The new line is set to be released in August.
Despite the addition of the less expensive line, the ladies take care not to dilute the hard-earned cache of Oscar Newman. It appears that the customer experience is crucial to the keeping business strong. As Charisa explains, seeing the effort that goes into each piece helps customers justify the expense. Molly Lautzenheiser, co-owner of D.O.G Apparel in Medina, Ohio, is one of nearly 500 retail stores that carry Oscar Newman. Molly and her mother/co-owner, Elaine, were impressed with the workmanship. "I was blown away by the craftsmanship and detailing," says Molly. Molly favorably compares Oscar Newman doggie apparel to finely made European baby clothes. According to this shop owner, hand-smocked dresses have proved to be popular for puppy showers and christenings. "Our customers are looking for details. Oscar Newman has details you don't see everywhere else," says Molly.
Business has been good to the twin team, and many entrepreneurs would leap at the chance to quickly grow larger and more profitable. But Charisa and Carmina plan to concentrate on what they do best. Charisa puts it succinctly, "We've had many requests to branch out and make our clothes for humans... but we just stick to dogs." So while the name may remain a puzzle, it's no mystery why Oscar Newman is a furshionista's best friend.
