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Founder/ Owner of the household name Cheay Rochelle began while attending Fashion Industries High School at the age of 14. While attending the specialized high school, the designer was able to study the craftsmanship of sewing, draping and fashion illustration. In 2006, the name Cheay Rochelle was born in dedication to her greatest supporter/ her older sister ‘Xavier Rochelle’ who passed away on June 19, 2003. The designer began with a high-end niche of Avant-garde/ couture garments catering to the strikingly bold, yet chic and exquisite women. In 2010; the designer produced the ‘Couch Couture’ collection to show-off her whimsical interpretation of wearable art. This collection grasped the attention of several fashion bloggers including Kanye West who post photographs from her collection.
Cheay Rochelle's was later featured in Elle and Vogue magazine, along many other editorial prints. After graduating Hofstra University in 2012 with a BBA in Business Marketing and Fashion Merchandising, the designers dream to start a women’s evening wear fashion company took full affect as she produced collections such as the ‘Elizabethan System in 2013 and Victorian Nobility in 2014. In 2015; the designer enrolled in a Certificate program at the renowned Fashion Institute of Technology to learn the fundamentals of patternmaking. The designer strongly believed in mastering the craftsmanship of designing in order to produced perfection causing her to delete all her social media platforms and start from scratch in order to restructure the company’s brand aesthetic.
Returning to the fashion world with a completely new niche, Cheay Rochelle introduced a mini bridal collection in 2017 called “Petite-Alice” as a relaunch for her brand. The idea to take a new design route was introduced by her loyal clientele requesting custom-made wedding gowns for their wedding day. The bridal market was never a true interest for the designer, but she fell in love working closely with her customers, and the impact she made on each individual. Cheay Rochelle’s work can easily be distinguished by her touch of timeless romantic silhouettes, hand-done accents, beading techniques, usage of lace and an Haute Couture offering that adds originality and richness to each garment.