The first time I ever heard of Valentina Boutique was when a friend took me to the iconic Coffee Trader on Downer Avenue for Sunday brunch in the winter of 1981. Since I was planning a big move from Madison to Milwaukee in a few months, he wanted to point out all the hip and happening places to see and be seen.
After a wonderful meal we meandered into the lobby for a cigarette (you could still smoke almost everywhere back then), when my gaze beheld beads, sequins, feathers, and all kinds of fabulous fashions for sale in this amazing store. It wasn’t open that day, but I vowed to return to see what it was all about.
I remember thinking Milwaukee was so cosmopolitan in those days, and it was exciting to be part of a big city with all the sophisticated stores, restaurants and people. Last week, as I made my way down Broadway in the Third Ward some 30 years later, I stopped by Falcon Est. (a Valentina satellite store) to make pleasantries and see their “Fashion’s Night Out” merchandise and whatever else was new.
Surprisingly what was new was that after over 40 years as a beacon for upscale fashion, Valentina, the mothership, was shuttering its doors forever, as well as its hip Third Ward offspring. I must admit that I became a little misty eyed because once again the geography of the city I love was changing, and the familiar would evolve into something new. Right then and there I talked to store manager, Jessica Ruch, and asked her if owner Cheryl Chirchirillo would mind me contacting her about an interview for this column. A few days later this lovely gal graciously answered my queries about the ups and downs of a life in high fashion here in our town.
How long have you lived in Milwaukee?
I was born and raised in Milwaukee, married Tony Chirchirillo in 1967, lived in Queens, New York and returned to Milwaukee in 1969. Started a family with daughter Gina (Frakes), and now proudly have grandchildren Tiana Rose and McRae Frakes.
When did you first know you wanted to be involved in the fashion business?
All my life!
When did you open your first boutique?
Opened my first boutique in 1970 in what was then the Sydney Hi building.
How do you see fashion, and the way it fits into people’s lives?
It’s a mirror of who we are and what we want to represent to the world. Fashion filters into our lifestyle, our manner of speech and communication. It directs our choices.
Best thing about being in the fashion business?
My ability to share my fashion design vision with other talented artisans and collectors of fashion. Passing along all I’ve learned to my daughter and all of the other fashionista followers. Being able to expose my hometown to this great world of high fashion.
Worst thing about being in the fashion business?
Trends. I’m more about the art of fashion.
Name three of your favorite designers, and why they make your cut?
1. Karl Lagerfeld – he brings beauty and art into everything he’s a part of.
2. Diane Von Furstenberg – she’s a survivor more about the business of marketing fashion.
3. Valentino – he’s about every little detail, always in control, demanding what he believes in.
Where do you see the future of high fashion going in Milwaukee?
There isn’t a future for it anymore. We’ve all been ruined by the economy, politics and lack of financial support unfortunately.
What are your plans for the future now that you’ll have more free time?
I’ve opened stores selling vintage at Antiques on 2nd Street and at the Fox Lake Antique Mall in Oconomowoc. I’ve always loved to up cycle clothing, furniture, house wares, books, textiles, etc. Consulting and online e-commerce will also help me continue to do what I love the most.
What is the best fashion advice you ever got, or gave?
I didn’t have formal training, so I didn’t have a mentor. I have always given my advice to whomever I believe truly is dedicated to this industry.
1. Believe in yourself always. You can do it if you want it enough.
2. Maintain high standards.
3. Keep your focus on the future
4. Work, work, work!
Valentina has been deeply rooted in the Milwaukee community for the past four decades, and has developed a strong tie with its clientele. It has always believed in giving back to the community by volunteering for or financially contributing to many local and national charities. The name “Valentina” is recognized throughout the community and when asked most area men and women have a nostalgic memory they are able to share about their experience with the store.
As they say in show business, always leave ‘em wanting more. Cheryl, we want more of your entrepreneurial spirit, more of your creative vision, more of your energy, and will look forward to your fashion dynasty leading the way to a stylish future.
For more information on “Fashion’s Night Out 2011” exclusive merchandise and more, run, don’t walk, to their Facebook page or, evalentina.com.
Valentina Commercial 2009
Valentina Fashion Show 2006
