Dimitra Donoudis is one of the most elegant women I have ever met. It is not only because of her slim Greek goddess physique, a statuesque figure that gives this business woman a Parisian aura without her even realising. It’s the way she smiles, the way she talks about her career and, of course, the way she dresses. In my eyes, she epitomises the romantic face of fashion, that of the long-gone ‘Coco Chanels’ of the fashion industry.
On closer look, and after talking with Dimitra about her business of 25 years, I realise that the owner and director of City Fashion has a sharp business mind. She is widely known in the Greek Australian business community as the quiet achiever. Theodore & Scanlan, Anthea Crawford, Perri Cutten, Sportscraft and many more upmarket fashion designers were Dimitra’s clients through her long involvement in clothes manufacturing. They trusted her passion for perfection throughout the years.
She migrated from Cyprus at the age of 17, months after the Turkish invasion. As well as her longstanding dream to become involved in fashion she was armed with a survivor’s instinct instilled in her the moment she saw the Turkish planes bombard her hometown in Cyprus. She was determined to make it into fashion; a correspondence course in fashion design was the easy and most economical option for the new migrant. She did well at her studies but even better when she opened her first manufacturing business. Leading Melbourne fashion designers regard her these days as the best of the best in Melbourne. About a year and a half ago a new designer approached her. Mary Leptos’ vision was so similar to Dimitra’s.
“Mary started this shop in South Yarra. The name of the business is Rania Leptos. She wanted to make a point of difference with her designs. I really connected with her. She wanted to approach the corporate woman; women who want to dress beautifully and practically. Easy, elegant and good quality clothes is my thing,” Dimitra says.
It was not only the creative side of Mary that inspired Dimitra, it was also a very emotive story behind the brand name ‘Rania Leptos’. Mary’s Cypriot grandmother was Rania Leptos. Mary had a close relationship with her as a young woman and had promised, that when she gave birth to a daughter she would give the child her grandmother’s name. Mary never had children; so she decided to christen her new shop Rania Leptos.
“I was moved, and when I do business I decide with my brain and my heart,” says Dimitra. “I manufacture her designs. I’m the soul behind the bespoke service the Rania Leptos store offers and give advice and guidance to her.” What are the main tools of your business success? “Good quality, the ability to evolve and embrace the challenges the market throws at you … commitment and passion.”
City Fashions (VIC) PL is located at 4/148 Cecil Street, Fitzroy Rania Leptos, 163 William Street, South Yarra