In the heart of Old City, Dafina Co. offers handmade dresses that inspire confidence and promote sustainability, led by a family committed to quality.
In the heart of Old City, Philadelphia, Dafina Co. is setting a new standard for boutique fashion with its elegant assortment of handmade dresses crafted from red lace and black silk. Located at 47 N. 3rd Street, the boutique beckons passersby with its tall, arched windows that showcase garments designed to inspire confidence while promoting sustainable fashion practices.
The creative force behind Dafina Co. is Gerta Hebeja, who co-owns the establishment with her mother, Anila Hebeja, a skilled dressmaker. Their family affair extends to Gerta’s sister, Megi, who models for the Dafina catalog. The trio is on a mission to encourage customers to invest in quality, timeless clothing rather than fall prey to the fast fashion industry.
Gerta emphasizes the importance of high-quality materials in her designs. “There must be a fullness to the fabric,” she points out, highlighting that her preferred fabrics are sourced from local areas in Philadelphia and New York, as well as special selections from Turkey and Italy. During her regular trips to see her grandparents in Albania, she also picks up unique textiles that contribute to her collection. In an effort to minimize waste, she carefully purchases only what is needed, creatively repurposing any leftover scraps into detailing or accessories.
The roots of Gerta’s passion for design can be traced back to her childhood visits to Albania, where she was fascinated by the tradition of designing bespoke wedding outfits. She began crafting her own clothing at just nine years old, developing a perspective on fashion that prioritizes comfort: “If it makes you feel constrained, that’s taking a step backwards,” she explains.
Gerta, who holds a business degree from Temple University, turned her focus to fashion after observing the loyalty of customers who frequented her mother’s shop in Roxborough over the span of 25 years. She learned that a connection to clothing is key, stating, “people prefer clothing they feel connected to.”
Dafina Co. made a mark at the Rittenhouse Row Spring Festival, attracting a diverse clientele such as Priyanka Purohit, a local software engineer and part-time actor. Describing her affinity for the boutique, Purohit shared in an email that she was drawn to a lace-embroidered dress and appreciates the unique, lasting items she finds there, saying, “I’m so glad I found them!”
As the demands of modern life evolve, customers have voiced a desire for clothing that seamlessly transitions from work to evening events. In response, Gerta introduced the Elevated Basics Collection, featuring versatile pieces like the Jane dress, designed with luxe fabrics and body-contouring lines that enhance a simple silhouette.
The boutique frequently launches new collections, with the recent Spring/Summer debut offering a range of prices from $89 to over $1,000 for special occasion dresses. Dafina Co. provides complimentary simple alterations, and for more extensive adjustments, customers are offered a 20% discount at Anila’s shop at 6502 Ridge Avenue.
While the family aims to grow their brand, they remain committed to maintaining ethical working conditions and product quality, which has prompted them to hold off on expansion until they can hire sufficient staff. Currently, Dafina Co. welcomes interns from various Philadelphia colleges and even from as far away as Florida, providing opportunities in marketing, fashion merchandising, and design.
Reflecting on the ethos of her boutique, Gerta notes, “When you put something on that you really love, you attract better things in your day.” The impact of Dafina Co. extends beyond just fashion; it represents a heartfelt commitment to sustainability and personal connection within the realm of clothing.
Source: Noah Wire Services
