PROFILE OF A DESIGNER:
A LIFE OF FULL CIRCLES
An Exclusive Interview By Andrew Terry Paseika
M
alene Grotrian’s life has been punctuated by a daring prophecy as a child, followed by an uncanny series of related occurrences and opportunities and some bold business strategies. This has catapulted Malene into the frenzy of fashion’s forerunners, and into the spotlight of Vancouver society’s elite. How appropriate that she is spearheading an event as we are going to press which is called Full Circle. (Ed. Note: She is obviously someone who understand the dynamics of the Hippocrates’ quote from our inaugural issue “life is short and art is long.” Fame and fortune can come with leaving legacies, but it does not necessarily work the other way around.) Full Circle Fashion Event is taking place on September 24th, in support of OVCARE, a research team operating out of the University of British Columbia and working towards a cure for ovarian cancer. Ovarian cancer is the most seri-
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ous of all gynecological cancers, with a 75% mortality rate. Members of the OVCARE team will be present for the evening along with a number of West Coast VIPs. Also included is a cocktail reception, silent auction & raffles, and a couture runway with celebrity models launching the Malene Grotrian Design fall & winter 2013 “Collage collection.” For Malene, her involvement with Ovarian Cancer Canada and specifically with OVCARE is one of her boldest of business strategies. She is banking on the efforts of Malene Grotrian Design to generate the funds necessary to the success of the event, with the proceeds from Full Circle going to OVCARE, and then residual benefits such as new clientele coming “full circle” to the Grotrian store from the attendees of the event. Part of the company’s mission “is to advance OVCARE’S research and make a difference in the lives of women and their families.” The networking which will take place is what Malene has termed “value caring.” She is giving back to the community by planting a seed which has reaped harvest in a couple of key ways. For example, the local celebrity models who have volunteered in past events have become clients of MGD. Her first major event was as the featured entertainment in a celebrity fashion show for Ovarian Cancer Canada in 2011 called Gala Glam Give, which raised $120,000 for OVCARE. “A lot of money was raised for the charity, but I met a woman that night who was an ovarian cancer survivor and who today is my brand ambassador.” Grotrian explains her ground-breaking strategy. “My involvement with charity is absolutely a key component of my business, I realized that if I get involved with the community one person CAN make a difference & also support charity as a form of doing business.” Quite a coup for this 33-year old who grew up in Denmark as the only daughter in a household with two brothers. She was just eight years old, sitting in a classroom in her homeland, when she had her prophetic moment. She remembers raising her hand and saying she wanted to be a fashion designer and run her own business. “I thought it was normal that people just knew what they wanted to be. That is how certain I was.” What role did family play in your career decision? “I cannot say enough about them,” Malene enthuses. “I grew up in a very supportive environment. My father owned his own business, so I guess I got the entrepreneurial bug from him.”
SMJ Magazine | Fall 2013