< CHRISTINE MORTON ieans back in her over- painted white rattan chair and smiles as if she’s just v-on the lottery. By Evelyn Jacob News Reporter We've been talking about the success of Christine and Com- pany, the West Vancouver design company that Morton built from the ground up at a time when the lingerie industry was just beginn- ing to find its footing in Van- couver, “Ti’s. like taking your dream and making it a business,’’ Mor- ton says of her company, which has inched its way up the fashion ladder to become one of North America’s top lingerie and bridal designers. Fascinated by antique laces and vintage fabrics, Morton, who was sewing by the tender age of 10, 22 - Sunday, March 8, 1992 — North Shore News HIGH PROFILES Lingerie designer turns dream into reality : soul. “I’m not over-confident by any means, but I really felt I had something. “People in New York are used to aggressive hustling, and that’s not me at all. 1 checked into a hotel room and started phoning. All of a sudden I had appoint- ments with Vogue, Bloomingdale’s — my stuff sold itself.’’ Today the Christine label can be found on the racks of leading department stores: Holt Renfrew, The Say, Eatons in Canada, and Nordstrom's, Bergdorf Goodman and Saks Fifth Avenue in the U.S. Guided by her long-standing love of lace and silk, Morton has created a look that is un- mistakably her own. “IT just thought ! wanted to make something beautiful,’’ she says, dressed in an elegant off- white antique lace blouse with matching hankerchief. ‘When I started out, lingerie wasn’t even a fashion item. Peo- ple didn’t lounge then like we do now. “I began making silk teddies. a a ED 44 I checked into a (New York City) hotel room and started phoning. All _ of a sudden I had appointments with Vogue, Bloomingdale’s — my stuff sold itself. 99 had always dreamed of creating one-of-a-kind wraps, silk blouses, intricate camisoles with delicate lace trim — the kind of stuff..you’d find in romantic novels or grandmother's cedar chest. . At the age 22, her dream came true. She set up her own custom - lingerie design ‘business in West | Vancouver, ‘and three years later, -,Christine and Company was bora. Morton and pariner Jit! Davis-Godfrey launched their first line of silk lingerie in Canada in 1976. . Then, without a shred of expe- rience, Morton strode into - the New York market and sold her coliection to the Big Apple’s top department stores. She aimed high and never looked back. “It was scary,’’ Morton says, remembering how she felt arriving in New York, not knowing a No one had ever heard of that. It was quite startling for the mar- ketplace.”” When demand began to outgrow supply, Morton brought in a large team of seamstresses and hired agents in New York and Los Angeles. - But things weren’t working out the way she envisioned. Her business was growing quickly, and she didn’t want to end up in charge of a huge factory of workers. “ft got to a point where | didn’t even want te come to work. 1 was just being a boss and not designing anymore. That’s when I decided to start working on a con- tract basis with seamstresses who werk out of their homes.’’ ANN & ROBERT a Professional Tear. We know how to get your home SUTTON GROUP WEST COAST REALTY Call 986-9321 or 988-2186 If enrolled in two sessions, 2nd clinic is $85 And if enrolled in all 3 sessions, 3rd clinic is $75 NAME: Christine Morton BORN: Glasgow, Scotland RESIDENCE: West Vancouver OCCUPATION: Owner, Christine and Company FAMILY: Married to David Far- tis; theee children These days Morton is very in- volved in Christine and Company, which, after 16 years, is enjoying a healthy life despite the relatively little effort it expends on advertis- ing. “A lot of people don’t know about us,’’ admits Morton, “It’s all word of mouth.”’ While she has never minded the idea of promoting herself and her name, Morton isn’t one to hog the spotlight. She gives credit where credit is due — hence the name, ‘‘Christine and Company.”’ **The people who work with me have been with me a long time,’’ she points out. ‘‘My international sales manager couldn’t even speak English when she first came to me, and she’s been with me 12 years now and has built up a huge part of our business.”’ One of the keys to the com- pany’s success has been Morton's ability to keep on top of the ever-changing fashion market. Last fall, for example, she in- troduced a new under wire silk bra that proved to be a huge seil- er. In just six months, the bra now accounts for 20% of business. Last month she unveiled her new 1992 bridal collection at Birks, and she plans to ‘introduce an all-new 50-piece lingerie col- lection in the fall. Turning a dream into a suc- cessful business may not sound like hard work, but Morton says success never comes easy. “There are so many areas you don’t know anything about...you have to learn how to market yourself, how to get press, and you kave to learn it yourself be- fore you can start to grow and understand production.’’ If she’s succeeded, she says, it’s because of her refusal to sell out. “I wanted to make something beautiful that women could fall in love with, and I think I’ve held true to that. I wanted to be able to feel proud of my designs, and I do. That’s been the drive. I’ve pulled together people who are very committed, and together we've made it a success.’’ West Vancouver | Tennis Club - Registration at the club 821-21st St., West Van 922-9733 Registration Dates Sessions 1, 2 & 3 Saturday, March 14/92 Saturday, March 28/92 10am-12 noon Session 2 & 3 Seturday, April 25/92 10am-12 neon Session 3 Saturday, May 23/92 10am-12 noon SST & Junior Summer Membership included. CHRISTINE MORTON with ker new bridal gowns for 1992 unveil- ed iast month at Birks. Morton plens to make 2 major.comm ment to her bridal line. She recently returned trom a successful bridal trunk show hosted by New York’s Bergdorf. Goodman and has plans to introduce an ai!-new 50-plece: lingerie collection in the fall. Seamless Sheers in 2 widths and 30 colors. . Adio’s styling and creativity assure you of a quality that you won't want to miss. : Ado with the Gold Thread guarantees you the highest possible quality. 20% OFF SHEERS IN MARCH CAPILANO DRAPERIES 114A West 15th, North Vancouver 988-5621