Under the Dream Weaver's Spell

The St. Armands store celebrates 25 years with friends and family.

By Carol Tisch

There are two Dream Weavers: the famous Gary Wright tune written 32 years ago, and the Dream Weaver Collection created by Joan McKeon in 1982. Last night (April 25) nearly 200 guests celebrated the silver anniversary of a store that’s been weaving its spell on Sarasotans since McKeon got to town 25 years ago.

All in the family: Eric Seace, Joan McKeon, Evan Seace, and Jackie Mensching

“I can’t believe I’ve lasted this long in the fashion business and kept my sanity,” McKeon quipped at the private celebration for longtime supporters of her Art to Wear concept: family and friends who also happen to be clients. She passed the microphone to her vice president of operations, son Eric Seace, not just because she hates public speaking, but also because he’s the designated driver of the Dream Weaver train going forward. “The torch is going to be passed to Eric,” McKeon announced as mother and son hopped on the runway along with Joan’s mother, Jackie Mensching, and grandson, six-year-old Evan Seace.

With catering by Fete and a fashion show featuring professional and customer models that have been fans for years, the party didn’t stop anyone from trying on and buying clothes. Everything was 25 percent off for the private celebration, and the same discount is available to the public today.

Eric Seace, vice president of operations, and son Evan Seace

Eric, who was nine when Joan opened shop above the Columbia Restaurant, brought in a steel drum band, just like the ones he says his mom and fellow second-floor tenant Maureen Hoyt of Optional Art did to attract customers to their fledgling shops. “They had to become savvy marketers: to entice people to climb upstairs, they held fashion shows and hired steel bands.”

Customer Annette Rogers models at the 25^th anniversary party

One of the client models, Annette Rogers, a realtor with Michael Saunders, said she couldn’t remember how long she’s been a customer. “Probably since the beginning,” she remarked on her way from fitting room to runway. As the cash registers clinked, you got the sense that these were serious buyers who knew the merch, and that the sales team knew exactly how to personalize selections for them.

Five outfits were raffled during the course of the evening, all representative of the hand-painted silks and velvets, hand-wovens and hand knits that give Dream Weaver its unique cachet. The store represents 75 North American textile artists and designers; McKeon says there are only four other stores in the country dedicated to exclusively selling American-made fashion.

Check out the website www.dreamweavercollection.com to view the work of these artists. Dream Weavers, 364 St. Armands Circle, Sarasota (941) 388.1974.

Posted: 4/26/2007 5:25:36 PM | 0 comments

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