When tough times hit following COVID-19 lockdowns, one Central Coast business decided to take its clothing brand on the road.
Sheryle and Gary Berman, both in their late 50s, packed up their home and business to hit the road with their drøm clothing range.
Meaning dream in Danish, drøm was created several years ago when the Bermans, ex hospitality executives, were forced to make a drastic career change after losing everything.
With no retail, fashion or design experience, they built a surf, skate and streetwear clothing brand which they designed and printed themselves in the back room of a small shop in Woy Woy.
With the attitude that you are never too old to start again, and hoping to encourage others to do the same, they persevered and against all odds in a very competitive market, had just passed $1M in sales when COVID hit.
After two difficult years, when COVID forced their business to go 100 per cent online, they decided to do something completely outside the box.
‘We bought a small caravan and hit the road taking drøm to new regions,” Gary Berman said.
“In March 2022 we closed our store, packed up our house and boxed enough stock to see us through the first month on the road trading at markets and festivals.
“COVID was tough on everybody and a change was needed, so we jumped into unfamiliar territory.
“We realised we were in the fortunate position of having a business which could be operated from anywhere.
“With a few adjustments we could follow our own dreams of travelling Australia and be able to introduce our clothing brand to a wider market.
“The lifestyle changes and mental health benefits alone have made the decision worthwhile.
“The response we have received to drøm and our story has been amazing.
“We have introduced the brand to thousands of new customers who we hope will continue to follow us and be inspired by our journey.”
Every aspect of the business has been conducted on the road in a caravan, from printing the shirts to creating new designs to suit various locations, processing and packaging online orders or conducting background marketing and sales.
“We will be heading home soon from a journey that will stay with us forever,” Berman said.
“As we do, we continue to push the message that you never know what’s around the corner, so whatever the age, get out there and follow your dreams before it’s too late.”
Planning to return to the Central Coast in September, the Bermans will then decide which direction to take next with the business.
For more details on drøm email yes@drom.com.au
Source:
Sheryle Berman