Roselane

Self Care in the most Luxurious Way

Cover Photo Courtesy of Demi Truong

The root of our passion is often influenced by the people who are dear to us. This was one of the sole reasons why Roselane came into existence.

HOW IT ALL STARTED

There’s most likely a key influence in every person’s life who introduces them to the pathway of discovering their innate passion, skills, and talents. The making of clothes and the idea of fashion have always been a big part of Demi’s life. Before becoming the founder and owner of Roselane, Demi Truong was just a little girl who practically spent most of her childhood in an alteration store. As the daughter of a seamstress who had been working in the fashion industry for over 20 years in Edmonton, no one would dare question Demi’s strong foundation when it comes to creating her craft. 

With the opportunity to watch and learn from her mom who has been in the field for 20 years, Demi had the ability to learn sewing at a very young age, starting with making some of her own clothes, such as shirts and skirts. The best part of creating her own clothing was being able to choose her fabric and design it according to her preferred style. Aside from her sewing skills, Demi’s creativity and playful mind led her to the idea of opening a small business, and that is Roselane.

Pictured: Demi (right) and her mother (left), Photos courtesy of Demi Truong

 Based in the local area of Edmonton, Roselane is a small business that specializes in silk accessories such as scrunchies, headbands, and pillowcases. Apart from silk-based products, Roselane also features accessories like hair clips and hair claws. According to Demi, “the brand is intended for consumers who value self-care and want to show it by taking care of their skin and hair in a luxurious yet affordable way.”

THE KEY INFLUENCE OF DISCOVERING HER PASSION WAS ALSO THE KEY MOTIVATOR OF STARTING HER OWN BUSINESS

Even though Demi has proven her passion and skills in her craft, it was still not an easy journey to establish a small business in the middle of a pandemic. So, we asked Demi about her biggest motivation to “just start” it.

“COVID-19 was one of my biggest motivations to start. With my mom being a small business owner with a brick-and-mortar store in Edmonton, she was heavily impacted by the mandatory closures during a lockdown. Bills still needed to be paid, even though she couldn’t open. That is why we decided to start this business together to help with the bills and to help my boredom from staying at home!”

Photo Courtesy of Demi Truong

It is very inspiring that the person who influenced and introduced Demi to the clothing industry was also the key motivator for the birth of Roselane. For some people, putting up a business during the COVID-19 season was impractical, but for Demi, that was the strongest push her into doing what she’s been wanting to do, while at the same time, being able to extend help to the person who influenced her in a lot of positive ways.

THE PROCESS OF SOURCING AND MANUFACTURING

Given that Roselane is specializing in silk-based pieces, we asked her how she managed to find the best quality material despite the challenge of sourcing it in countries like Canada.

“Silk is extremely hard to find in North America because it is made from silkworms that are typically not found in colder climates. There are many different types of silk and the way it is weaved, so it took a lot of time and research, but the process was worth it. One of my favourite parts about our silk source is that it is purchased from small businesses in Asia. That is why many times we do not restock in some colours because we purchase fabrics in small quantities and may not be able to get them again.”

Photo Courtesy of Demi Truong

On top of sourcing silk from Asia, Demi also mentioned that their products are assembled in-house. She surely spends a lot of time ensuring that her pieces are of their best quality, and handcrafted with love. But other than the process of sourcing and manufacturing her products, Demi also had to navigate how the fashion industry in Edmonton worked.

“The Edmonton community is great and supporting small and local businesses is very prominent, which makes the biggest difference to small business owners like us! I can’t imagine a better city to start a small business.”

DEMI’S TOP PICKS IN HER COLLECTION: BEST PICKS FOR THE SPRING SEASON

Although Demi had curated all her products according to her liking, there are still some favourite pieces in her collection that are perfect to try this season.

“The silk pleated headbands have been one of my new favourites! It looks so good dressed up or down and gives me Gossip Girl vibes and I’m all for it!”

Roselane has also carried over forty (40) different silk scrunchie colours. Whatever colour you have imagined, they probably have carried it at one point or another. 

Photos courtesy of Demi Truong

A DOSE OF MOTIVATION FOR PASSIONATE INDIVIDUALS WHO ARE LOOKING FOR A SIGN

Beginnings are always hard, especially for those who are starting from scratch. People fear rejection and failure oftentimes, but for Demi, it’s all or nothing. 

“Don’t be afraid to start and put yourself out there. One of the scariest parts for me is the possibility of failure. However, not all businesses will succeed out there and that is okay. You’ll be able to learn from the experience. If you believe in yourself, that is the only way that anyone else will believe in yourself. You got this!”

Even if given a chance to go back and do everything all over again, Demi would not change anything. She believes that all that she did for the business has led Roselane to where it is today, even though some of her decisions were not her best choices at that time. She admits she made a lot of mistakes and has learned from them along the way. She advocates that challenges are normal and are just a part of being a small business owner. 

Photos courtesy of Demi Truong

If you were inspired by Demi’s story or want to learn more about the business, you can visit and shop Roselane at their official website – www.shoproselane.com – which is where you’ll be able to find their largest selection of products. You can also find them in many local Edmonton stores, such as Unite at Kingsway Mall (https://www.kingswaymall.com), Brew & Bloom (https://brewandbloom.ca), The Makers Keep (https://themakerskeep.com), and many more. Roselane has been growing since it started, and as of now, they have over ten (10) store locations across Canada!