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The Studio Turns a personal Challenge
Into Cause Celebre
by Susie Davidson —The Brookline TAB
August 30, 2001
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Sandy
Gradman is a survivor. Then again, so is her store.
 For 22
years, in this era of abandoned storefronts and mergers by the
moment, Brookline's The Studio has graced its 9,600-strong clientele
with more than high-end, comfortable apparel.
Unusually
housed in a windowless, second-floor office building locale,
Brookline natives Gradman, identical twin Ilene Epstein and best
friend Marcie Brawer have long catered to the social, emotional and
community needs of the women who have chosen to shop there. At the
Studio, gab truly goes with the garb—but always in the context of
support and camaraderie. Here, women of all shapes and stages of
life are greeted and guided toward flattering, practical and
high-quality wear.
In 1979,
the three, lacking retail skill and venture capital (each put in
$500), but with a great interest in providing, "real
women" with "real clothes," launched the unlikely
endeavor. Brawer, a graphic artist, Epstein, a mother of three, and
Gradman, a medical school administrator, soon saw their client base,
mainly in the 30-55 age range, grow far beyond expectation. Pouring
their personalities and acumen into their enterprise, they began
producing an eclectically informative newsletter as well a
displaying the literary works of their customers.
As the
store thrice expanded, they branched out into sponsorship of
fundraisers and local events, which have included a film and
speaking presentation on the politics of fashion as well as a
fashion show featuring models ages 25-60, which netted $10,000 for
women's shelter Rosie's Place.
Prices?
They're high, but not atypical for the genre. Loyal patrons include
doctors, lawyers, academics, CEOs, TV personalities and judges, who
feel that the warm, personal attention, as well as the efficient and
sage advice, are invaluable.
Recently,
Gradman faced a hurdle far more formidable. Diagnosed with a
gynecological cancer, she decided to transform the experience into
something beneficial. Upon completion of treatment at Dana-Farber,
she instinctively knew what she had to do to ease her customers'
reaction as well as give back to the community.
"I had
seen 'The No Hair Day' documentary," Gradman recalls,
"which featured Elsa Dorfman's photographs of women cancer
survivors, and I had read the Boston Magazine supplement on breast
cancer.
"I
knew I had to go back to work, and I just thought, 'why not take a
picture without my wig for our summer sale?'" The card went
out, with Gradman's gray buzz cut. The partners decided to donate 10
percent of the sale's proceeds to the Women's Cancer Program
Survivors' Clinic, which will open this fall at Dana-Farber.
To Gradman,
it was par for the course. "So many women were so inspiring to
me when I was diagnosed; I thought that this would be an opportunity
to give back." The Studio will continue to enclose donation
suggestions with their newsletters. Gradman, who says that notes and
checks come in regularly, expects a large and ongoing response.
 "The
clinic will focus on the psycho-social effects of living with
cancer, which wcould be very helpful in developing future
treatment." When she made her decision, her thoughts, as
always, were with her shoppers. "The nature of what we do is so
public, and we see so many women. If I hadn't done this, I would
have been in the position of having to tell the story over and over
again.
"People
are uncomfortable with this. Some wouldn't have asked any questions,
but might be looking at me and thinking 'cancer victim.'" True
to form, they came in, their esteem for their clothier only
enhanced.
"People
were completely, emotionally uplifted. A lot of people said they
cried. There isn't anybody who's untouched by this." Elsa
Dorfman called, moved beyond measure that her film had inspired this
effort. Oprah Winfrey took notice; the story will appear in an
upcoming issue of O Magazine. But to Gradman, it's the women in her
life that matter most.
"It
has turned into a very life-affirming and positive thing for
everybody." |
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