Texas shopping can be awfully generic, and in Austin it isn’t any different. There will always be the department store titans who win over the majority of big spenders, vintage shops that boast the unique and one-of-a-kind and the mall’s monotonous one-stop shops. Sure Austin’s shopping scene can say it’s unique compared to the average Texas city, but can it really say it’s fashion forward?
Meet the newest vindicator of the ever-denounced Southern fashion sense:
Buydefinition.com. Buydefintion is a luxury clothing retailer founded by UT graduate Esti Choi. Once exclusively an online retailer, Choi has finally opened the doors of her official showroom tat 2900 South Congress Ave. Across the street from St. Edwards University, the modest space isn’t simply filled to the brim with an amazingly edited collection of garments, but with a genuine love of each and every piece.
It’s hard to believe that at only 25 years old, Choi has already earned the loyal following of fashion devotees in the nation — and worldwide for her online store. A government and English major, she was on the verge of pursuing a law degree when she landed an internship with Williamson PR in New York City.
“You only live once, and when I saw the opportunity, I had to take it,” she said.
While at Williamson, Choi worked everything from promotional events for magazines to Fashion Week, her daily life morphing into a scene from a movie — almost.
“It was very much ‘Devil Wears Prada,’” Choi said. “Once, before a Rodnik show, I ran around Chinatown like a headless chicken, searching for lighting equipment for the Shiseido makeup team.”
She had always wanted to own her own department store, something in the likes of Bergdorf Goodman or Henri Bendel, and her internship gave her the confidence to follow through with that very idea.
“I never thought it would really happen, but at the time, it was ‘Do it now, or you’ll never be able to,’ so I crunched some numbers, [and here I am],” Choi said.
Her leap of faith didn’t come without setbacks, however.
“[In the beginning], there was an issue with being reputable enough of a store for the showrooms to even let [me] carry their designers,” she said.
The problem has since been remedied. The first designer she decided to carry?
“Lorick,” she said. “My friend introduced me to a showroom that represented Lorick, and when I saw her collection, I fell in love.”
Buydefinition’s racks boast a variety of clothing from up-and-coming, hard-to-find, independent designers. From New York indie juggernauts, such as Catherine Holstein and Samantha Pleet, to international talents, such as Khoon Hooi and Nuj Novakhett, they’re all tailored around Choi’s personal taste.
“I love finding new and different things,” Choi said. “Even in college, if I found [a piece] I loved, I would call stores everywhere, even if they were located out of town, to have them send it to me.”
The difference now is she’s the one bringing the designers to us. With Buydefinition, she has created a collective in Austin in which designers who normally wouldn’t be readily available are now represented. She has also taken it a step further by making all her merchandise available online.
It’s clear that Choi has come a long way from sending out customer orders from her own apartment. Now, instead of working at Fashion Week, she receives invitations to attend. She has breathed new inspiration into the notion of following one’s dreams, evidenced by the ever-growing popularity of Buydefinition.com. More than just a play on words, she has created a place where a woman can find everything she needs to style and define herself and create something of her own.
If you still aren’t convinced, Choi will be offering a special discount to UT students:
Mention this article or bring your student ID card to the showroom, which is open Monday through Friday, 10 a.m. to 6 p.m., to get 20 percent off all merchandise. If you’re ordering online, mention the article in the comments section to get the discount. Now that in itself is reason enough to splurge.
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