Keep saying it—eventually, you will begin to mean it.

This concept of a Royal Dressmaker is so deeply seeded in my heart. I long to see fine fashion dresses from old-world luxury couture houses come to life again today—not preserved in decaying museum boxes, but reimagined as living garments, refreshed for modern life.

The tagline for Elsa Fitzgerald is old world luxury for the modern woman. I want beauty rooted in exceptional fabric selection and a true investment in skilled artisans, keeping fine needlework alive through hands that sew magic into dresses. I want to feel the joy of a garment coming alive for a patron to twirl round with zeal freely in the wind.

Unearthing this idea and exploring what it might look like when applied has been a great deal of fun. It is one thing to dream; it is another to build the steps and processes that bring a concept into prototype form. That work requires getting grounded in a business model—one that brings together years of insight into a market-ready offering.

What is the deep desire you long to cultivate? Is there a book you can revisit that gives you visuals and inner dialogue for how those elements might come together? Grab your sketchbook, begin the journey, and pour life onto those pages—allowing the vision you desire to become the plans you build for your business future.