Zuhhah: Flirty and Feminine
Joo Ha’s Beau Bois line, which launched in 2001, supplies trendy item tops, dresses and jackets to the young contemporary racks of Macy’s, Bloomingdales and Von Maur. Ha is now trying her hand at providing the same on-trend novelty for a more mature customer with the new label Zuhhah.
Upon launching Zuhhah two years ago, Ha handed over the bulk of Beau Bois’ design to Bee Tancharoen, who has renewed the line with her own young “chic and fresh” style. Mini-dresses, rompers and tops are spiced up with novelty trims of a feminine sensibility such as fluttery ruffles, embroidery and bright colors. Wholesale price points for Beau Bois range from $35 to $65.
Ha dials down the flashy details of Beau Bois for Zuhhah, which caters to the over-30-years-old set. Easy-to-wear jackets, such as a polyester/rayon/metal double-breasted three-quarter-sleeve jacket and leather blazers, make up more than half of the line. Simple silk chiffon and silk charmeuse dresses and tops feature eclectic ethnic prints and high-contrast abstract designs.
“I follow the trends but not too much. So after one year or two years later, they can still wear it,” Ha said. Wholesale price points for Zuhhah range from $89 to $150.
The Korean-born Ha graduated from the Fashion Institute of Design & Merchandising with a degree in fashion design in 1994. Shortly afterward, she worked for designer brand Icinoo in Korea. This season, Ha’s competitive pricing has made the line successful with specialty stores that typically carry higher-priced contemporary labels, according to sales rep Barbara James. Ha said she slimmed down the margins during this economic time to keep quality high and the price down for buyers. Zuhhah and Beau Bois are produced in China, India and Korea. “I know that these days the economy is not good and everybody wants a better price so you can sell more.”
Zuhhah has been sold to specialty stores such as Henri Bendel in New York.
For more information, contact the Barbara James & Co. showroom, located in suite 607 of The New Mart, at (213) 624-9021. —Rhea Cortado
