Eureka: Discounted Designer Duds
New York Woman: Sarah Gardner takes shoppers into the secret world of showrooms
By Heidi Mae Bratt

Monday, November 11, 1996: A Post Plus Section

If you love a bargain and you love a secret, meet the queen of designer discount shopping, Sarah Gardner.

The diminutive and perky Gardner has schmoozed some 500 different New York area showrooms and discounters into giving her vital fashion information.

Its so hush, hush, she cant give specifics. But if you are looking for a Donna Karen coat that retails for $1,200 she can get it for $200. Custom-made hand-knit suits that look like Chanel knock offs for $200. And a $225 Fendi scarf she'll find for $50.

“Its such a secret I can't get to specific,” Gardner explains. “ If I give out my resources then, we wont be able to use them. But believe me I know were to go.”

Its true. She's an encyclopedia of the garment district. And with her vast insider knowledge, she takes clients on customized shopping tours. For $175, many go where they never dare, before- to the not-so-public world of designer showrooms.

“What I do is take everybody direct to manufactures,” says Gardner .

Here, she explains, one finds 50-to-90 percent off retail. And the stuff inside the showrooms isn't leftover or damaged goods either.

It's merchandise that was overproduced or overstocked. Instead of selling to Loehmann's or TJ Maxx or Daffy's, the showrooms decide to open up to the public for additional cash flow, Gardner says.

The trick is to find out who is opening their doors and when and Gardner does this by pounding the pavement and constant phone calling.

On one recent morning, Gardner breezes into Le Firme on West 57 th street , which licenses with European designers and sells their clothing for a fraction of the cost. She's there to meet Japanese women.

Not surprisingly, many affluent Japanese women are among her best clients, she says.

At this one stop on their tour, the women sift through racks, marveling at the prices. And, in about 45 minutes, the damage is done. Purchased: a brown coat, $665, retails for $1662; another beaver collar coat, $550, retails for $1,100, sweaters for $258, which would sell for $600 in the department stores.

Gardners business actually started on paper.

She began by publishing Fashion Update, a quarterly guide that lists sales and other tidbits. Its chock-full of information on bridal wear, children's clothing, men's merchandise, things for the home. It also includes dates, times, and special instructions for sales.

Like so many other entrepreneural ventures, necessity was the mother of invention. And motherhood, literally- she's got three kids – meant expensive shopping. So instead of paying top dollar for the kid's clothes, she discovered the showrooms.

While Gardner 's bargain hunting is her business, it's also her pleasure.

“ My mother and I used to go to Loehmann's and flea markets all the time,” says Gardner, who on this day is wearing an Annie Reva navy crepe short skirt suit for $200 and Mark Jordan square-toe navy ankle strap shoes foe $10.

“ Yeah I was always into shopping”