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OUR ETHOS
Gaâla was born with the intent to preserve and revitalize timeless elegance and feminine sophistication. We dress the modern woman who is conscious of the world she lives in and values romantic, refined, high-quality, and responsibly made clothing and accessories.
Our apparel embodies the lost art of slow, thoughtful craftsmanship and unparalleled savoir-faire, prioritizing artisanal excellence and fair labor over mass production.
Through the use of upcycled, sustainable, and innovative fabrics, we ensure each garment is crafted to the highest quality standards—designed to be cherished by those who wear them today and treasured by those who inherit them tomorrow.
MEET THE FOUNDERS
Alexander: The idea for Gaâla first emerged when we were newlyweds. Kelly had long envisioned a clothing line filled with designs she loved but found difficult to find on the market. From the beginning of our relationship, she often shared this dream. We would joke that one day, when we were rich, we would make it a reality.
Kelly: In the meantime, Alexander encouraged me to start working with a tailor he knew personally to bring my designs to life.
Alexander: This artisan's craftsmanship was so inspiring that we found ourselves visiting her every evening after work, eager to see the progress. We affectionately called our little operation "Kelly's Brand” back then. ”
A few months in, inspired by the incredible work the tailor was doing, we realized that waiting for the "right time" was no longer an option. We decided to take a leap of faith, selling our apartment to invest in what would become Gaâla.
Kelly: We had no experience in fashion, production, or e-commerce—no Instagram presence, and we barely used Facebook. Our backgrounds were in business, without knowing anything about the specifics of the fashion industry. Looking back, this lack of experience was a blessing in disguise; it allowed us to approach things differently and without fear. From day one, we've been committed to investing and running Gaâla our way without relying on outside investments.
We initially thought we would launch within six to eight months, but the launch was postponed for a year, just as COVID-19 hit. During this time, we brought in a tailor who used to make Alexander's suits, along with a friend who spoke Italian to help us source deadstock fabric in Prato. We bought 2,000 meters of fabric (which seemed like a massive amount then, but now we go through that every couple of weeks.)
We started small, working with one retired tailor who decided to take a chance on us. Our first collection was crafted in a rented space at a friend's workshop, with our initial tailor working out of our apartment for a few weeks.
At times, it feels like we blinked, and Gaâla expanded. We quickly outgrew our initial workspace and moved to a larger facility, which soon filled up, prompting us to open another workshop in Lithuania.
Alexander: Gaâla has completely transformed our lives— Kelly left her job just six months post-launch, and I followed shortly after. In the early years, we sold our apartment, car, and other belongings to finance Gaâla. We're finally beginning to see the fruits of those sacrifices, which is a feeling unlike any other. We're deeply grateful for the support and trust of our community and our incredible team spread across Europe.
Kelly: Balancing work and family life has undoubtedly been challenging, especially since the arrival of our two beautiful, active boys since Gaâla's inception—ha! But the journey has been incredibly rewarding. We're constantly learning and evolving, and we wouldn't have it any other way.
If life is about the company we keep, we are honored to find ourselves among the very best.
Thank you for being here.
KELLY & ALEXANDER
OUR VALUES
SLOW FASHION
At Gaâla, we prioritize thoughtful design and craftsmanship, valuing quality and perpetuity over fleeting trends. Each season, while introducing new designs, we also reimagine our bestsellers and signature pieces in fresh fabrics and shades, continuously refining and updating them based on feedback from our community and team. This approach ensures longevity for our garments.
Our innovative system combines made-to-order production with small, carefully curated batches of our timeless bestsellers and new designs. This allows us to produce only what's in demand, minimizing waste while ensuring every piece finds a loving home.
When certain designs become limited due to reasons like the availability of fabric or transitioning out of season, they are offered at a reduced price in our Last Chance Archives—as the final pieces of their kind.
In our commitment to sustainability, fabric remnants, and defective pieces are repurposed into accessories, ensuring no material goes to waste.
FABRICS
From its inception, Gaâla has been committed to transforming potential waste into beautiful, purposeful fashion by primarily working with upcycled materials.
As we have grown, we’ve expanded our approach to include innovative, responsibly sourced fabrics, such as Rose Petal Cellulose—derived from rose petal waste—and Lenzing Eco Viscose, sourced from sustainably managed wood pulp. In the spring of 2024, we introduced a line of flats crafted from recycled water bottles sourced by REPREVE, the world's leading brand in recycled performance fiber.
FAMILY-OWNED AND FAMILY-RUN
Gaâla’s apparel is primarily crafted at our own workshop in Lithuania, allowing us to work closely with our skilled tailors and meticulously oversee every aspect of production. Additionally, we partner with small-scale ateliers worldwide, carefully considering the provenance of materials, production capabilities, and the expertise of artisans. We collaborate with our global partners to uphold fair labor practices, ensuring that each piece meets the highest quality standards and respects those involved in its creation.
Kelly: My vision is to design apparel for women who celebrate their femininity. The Gaâla woman embodies both romance and strength, idealism and ambition. She is a mother, grandmother, career woman, student, educator, and artist. While she embraces many roles, she predominantly recognizes that a woman’s power lies in her ability to "do it all"—nurturing, protecting, and excelling in both her professional and personal life while preserving her innate femininity.
I hope you wear our creations with all the love and care that went into their making.
