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In the Face of Personal Challenge
Sandy Gradman's The Studio: A Community
Effort
by Susie Davidson —The Jewish Advocate
October 5-11, 2001
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BROOKLINE
— Sandy Gradman, a survivor of remarkable merit, began her equally
indefatigable clothing store twenty-two years ago with two friends
(one her twin). Her story is heartwarming and uplifting, a tale of
extraordinary community independent of the economy or the times.
"It was our dream to open a store that sold real clothes for
real women," recalls Gradman, who with twin Ilene Epstein and
Marcie Brawer launched The Studio in a Brookline office building on
Harvard Street in Coolidge Corner. Each, with no prior retail
experience, put in $500 and a lot of spirit and enthusiasm. To their
surprise, women of all sizes, mostly in the 30-55 age range, began
pouring in to check out the stylish, high-end but reasonably apparel
as well as the unmatched personal attention. Today, their customer
base numbers 9600.
This attention soon grew to a genuine community atmosphere which
included the publishing of an entertaining and versatile newsletter,
Studio Talk, as well as wall displays of clients' literary work.
"Women came," say Gradman, "sometimes from great
distances, and climbed the stairs because they knew that in those
second floor rooms they would find not only an extraordinary
collection of clothing that would make them feel and look beautiful,
but a 'comfort zone,' a place where they cold let their hair down
and bask in the attention of a talented and caring sales staff. More
than two decades later, we are still challenged by a changing world,
changing dress codes and changing technology."
Sponsorship of fundraising events have been in the mix as well.
"Our first event," says Gradman, "was 'Women in
Television: Homicide, Life on the Streets.' It was a 'sell-out' at
our local art deco theatre and benefited two local charities. The
next even was 'Body & Soul: The Politics of Fashion.' The
evening included the screening of a thoughtful documentary about one
woman's feeling of self-worth, a provocative lecture by noted
women's study scholar Jean Kilbourne, regarding the role advertisers
play in promoting unhealthy images of women and a Studio fashion
show using customers as models, sized 2-14; ages 25-65. An audience
of over 400 people attend, many of whom brought their daughters.
This evening too in $10,000 for Rosie's Place."
Gradman, no stranger to challenge, faced a big one recently when she
was diagnosed with a gynecological cancer. She saw Elsa Dorfman's
"No Hair Day" documentary and read a Boston Magazine piece
on breast cancer. True to form, she decided to give back to the
community by donating 10% of the store's summer sale proceeds to the
Dana-Farber Women's Cancer Program Survivors' Clinic (opening this
fall). Gradman had been working all along with a wig; she softened
the blow for her clients by appearing alongside her partners without
it for the sales postcard.
Her clients were able to approach her already knowing about her
treatment; they were overwhelmingly inspired by her commitment, as
were Elsa Dorfman and Oprah Winfrey, who will feature the story in
an upcoming issue of O Magazine.
"The best part," Gradman feels, "was the response
from long time Studio shoppers who confirmed what we had always
believed: that we did more than just sell clothes."
The Studio's support of the Clinic will be ongoing. The clinic's
purpose will be to help women cancer survivors with the
psychological and social aspects of living with the disease. |
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