7.5 MIN READ

What would you do if you got a call one day and was asked to try on exquisite Haute Couture pieces? Get your butt over to the that fitting like your life depended on it of course! That is exactly what happened to me over the summer.

I had the pleasure of modeling some remarkable pre-loved pieces as part of the latest editorial for the website Generations.Swiss. The re-commerce site is entirely dedicated to vintage luxury fashion, offering iconic and accessible pieces which include accessories and jewelry. Based in Geneva Switzerland Generations is the brainchild of Terry Mesritz and Marilyn Monbaron.

How the brand started

Generations was born out of passion and blind trust that the founders had in each other.

Terry explained that she received a great deal of vintage that was so important that she knew they would only be depreciated on her multiple websites. So, when she met up with her soon to be partner Marilyn, they were convinced that with their expertise and great sense for aesthetics they had to work together, thus the start of an exciting journey for the duo.

Out of sheer hard work and investment they committed to a joint venture over the summer which endured for an intense 18 months. With no name for their fledgling e-commerce site, let alone a real business deal, the two shook hands over a platter of oysters. A handshake deal, now that really speaks volumes!

Then … Covid happened.

But the pandemic did not stop Generations from seeing the light of day. Launched in May 2021, the founders offer an array of deliciously curated pieces sprinkled with accessible ones. There is something for everyone here. I sat down with Terry Mesritz to discuss style, being a businesswoman and more importantly sustainability.

How and why did you start your business?

In 2010 I decided I would no longer work for anyone else but myself. So, I started by selling my working-girl wardrobe online. I realized that what was sleeping in my closet had potential and subsequently wondered what my friend’s unworn items’ potential would come to as well.

It did come to quite a bit as I developed for over 10 years a multi-site business stemming from a professional account on eBay to multiple websites such as VideDressing, Vestiaire Collective, Joli Closet and last but not least 1stDibs. Of course, it took a lot of trial and error to come to a perfect formula.

Why do you love fashion?

I ADORE fashion. I am in love with drapery, with volumes, with the Métiers d’arts (craft) and I have come to amass a huge resource library about fashion.

Over a lifetime within my career and love of fashion, I have become an expert in vintage, even though I feel like this is a self-proclaimed title. When faced with 20 years or more of collections from my clients, I gained an unintentional acquired knowledge of what an item is or could be. Instinctively I could easily trace and accurately place a value on them.

What does style mean to you? How does one acquire it or are you born with it?

Very few people have an innate sense of style, it is extremely rare. I am a strong believer that a woman learns about herself, her body shape, what suits her, and most times independently of current fashion trends. And more importantly our style evolves over the years.

« Originating and building your own style - with consistency and over the years - will ultimately be the embodiment of your essence. »

What do you think about how the secondhand market has blown up in the last couple of years?

The secondhand market has started gaining momentum since 2010. I was a witness to the beginnings of Vestiaire Collective and Vinted. This market has seen a steady and upward trend, going from 11% to a 17% growth in only 7 years worldwide. Now what I think of this is very simple: I wish I had the business knowledge then because I did have the vision. Nevertheless, in hindsight, I know that I was really made for this.

What does sustainability mean to you in what you do as a business?

As I said previously, I had the vision but not the business capacities, I come from an altogether different system. My aim is to source entire past collections from private buyers here in Switzerland and to propose them to a niche of international collectors who want those iconic pieces. Our items are collectible, they are meant to be part of a fashionista’s private collection.

Your question is actually our vision statement « What’s a generation before the one that preceded it? » Our clients ideally want to buy what we call in French a « fond de garde robe » aka the timeless Haute Couture piece, the one dress or coat that will stand the test of time.

Pieces we will cherish, and keep forever. Why? Because again they are timeless, they will suit you forever.

A Valentino Couture dress, a Yves Saint Laurent Rive Gauche piece, a Courrèges jacket. We offer dream pieces that if you are lucky enough to find and buy are meant to be in your wardrobe for a very long time… This is what we aim for at Generations. And if this is not sustainability, I don’t know what is.