Bon Choix Couture - Executive of the Year
Company: Bon Choix Couture, Los Angeles, CA
Entry Submitted By: Melissa Sones Consulting
Company Description: Bon Choix Couture, under the direction of Veronica Tagui Manoyan, is the leading costume shop in the country with a client list that has run from Prince and Michael Jackson to Rod Stewart, Disneyland, international theme parks and numerous cruise lines. Their work is meticulous, creative and unique with client service fit only for the extra-fussy clientele that chooses them above all others.
Nomination Category: Management Categories
Nomination Sub Category: Executive of the Year - Apparel, Beauty & Fashion
Nomination Title: Tagui Veronica Manoyan, Bon Choix Couture
Tell the story about what this nominated executive has achieved since January 1, 2016 (up to 650 words). Describe the impact he or she has had on your organization. Focus on specific accomplishments, and relate these accomplishments to past performance or industry norms.
To meet Tagui Veronica Manoyan, the unassuming CEO and Creative Director of Bon Choix Couture, you’d never know that her company is the #1 costume shop in the U.S., so quiet, so discreet, so “private” is this powerhouse of an entrepreneur.
The Manoyan client roster is so impressive that even some boldface names have stopped short when viewing her client list online - Michael Jackson (including the iconic sequined military-style jacket and white glove); Tom Cruise; Dancing with the Stars; Rod Stewart; Kenny Rogers; Prince; Robert Downey, Jr.; Sheena Easton; Siegfried and Roy. It’s a Who’s Who of music, film, TV, of show business overall.
The legend that is Manoyan began in 2000 when the company was about to go belly up. Owner Miriam Barbar chose to train Manoyan who turned out to be a “natural.” Manoyan excelled at deadlines (all are asap in performing); at overseeing details (“I see the costumes in my sleep”); at budgeting and finance; at technology (Manoyan is brilliant at mathematics and cybernetics.)
The very fact that the personable Manoyan “doesn’t talk” (it’s a company joke) is exactly what confidentiality-driven celebrities crave. Each year, Manoyan attracts so many new clients that the company is constantly expanding.
Nevertheless, 2016 was a banner year unlike any other. It began with Manoyan’s decision to take on far bigger projects. Along came all the Disney Theme Parks: Official licensed costume house for Walt Disney Worldwide. Then Bon Choix expanded internationally with Dubai World Parks.
To please her exacting clientele, Manoyan alone creates costumes that are unique (a must); comfortable (“they must behave”); and that “meet every challenge.” Take, for instance, the costumes, some 200 pounds/each, that light up for Disney’s blockbuster 2016 "Paint The Night" Parade; or its 2016 large-scale musical of the animated film “Frozen.”
Or consider Rod Stewart’s request for “a traditional-looking jacket but he moves around and sweats a lot.” As usual, Manoyan opted for innovation: no construction or layering (two industry norms); and the use of more than one fabric (one for the back; another for the sleeves, etc.) to accommodate the singer’s range of motion. Fabrics chosen were high-tech (for increased movement); and Manoyan uniquelydecided to print a pattern on the jacket. Once complete, it looked like “a traditional jacket.”
Manoyan had a similar request from rapper Chris Brown, only Brown “does cartwheels and crazy moves!” The result? A “tour” jacket that stood its ground as Brown turned upside down.
While the industry norm is to throw out costumes after each performance, Bon Choix’s last no matter how simple-seeming the request. Take, for instance, the stylist for a world-famous rapper who requested a simple T-shirt, all-cotton. Manoyan went with techno-fabrics to “highlight the muscles” of this superstar. Extensive fabric research is a Bon Choix signature. No matter a furious stylist (where’s the cotton??), the household name sports his new T online, on stage, on tour, at restaurants (he ordered 100s). And that 24-hour deadline? It was met.
2016 also saw the cruise industry sign up apace: Norwegian Cruise Lines; Holland America; Disney Cruise Lines. The films “Night At The Museum”;Tom Cruise in “War Of The Worlds.”
Bon Choix stands alone, too, in doing all work in-house (the industry rule is outsourcing); and in spending for the best technology (equipment and software) for embroidery, patterns, cutting. This is in addition to hand-beading, custom stoning, hands-on 3D construction. The company is famous for reproducing costumes directly from original sketches.
2016 also saw staff double and work space increase 2000 square feet to 10,000 in order to provide separate rooms for embroidery, fabric, sequinning, stitching and for fitting rooms for this most fussy clientele and/or their representatives. As of 2017, Bon Choix alone hand-makes shoes.
No wonder then that 100% of Bon Choix’s clients return.
As Manoyan says, "Anything challenging and exciting I take on."
In bullet-list form, briefly summarize up to ten (10) of the chief accomplishments of this nominated executive since the beginning of 2016.
- Maintained status as #1 Costume Design House in the country with client retention at 100%
- #1 status is with “fussiest” clientele in the world: high-powered celebrities
- Work space grew from 2000 square feet to 10,000 as staff doubled
- Named Official licensed costume house for Walt Disney World Wide, a stand alone honor
- Created much-publicized costumes that light up for Disneyland’s Paint The Night Parade
- Created costumes for Disneyland’s hugely successful (10,000/people a day; Hamilton houses that a week) musical production "Frozen – Live At The Hyperion," based on the blockbuster animated film
- Costumed many famous musicians including Rod Stewart and Chris Brown for 2016 tours
- Outfitted film stars including Tom Cruise in “War Of The Worlds”
- Cruise lines poured in in 2016 to have Bon Choix handle their costuming needs including Norwegian and Holland America
- Dubai’s vast new theme parks signed up with Bon Choix