Dr Lane Smith of Delourier On The Future Of Retail In The Post Pandemic World

An Interview With Orlando Zayas

Engagement is key. We use social media to connect directly with our customers on an everyday basis. It’s a great way to receive insight, handle customer questions or concerns, provide trend insight, and really foster a more personalized and meaningful connection that’s not so advertorial like other marketing mediums can come across.

As part of our series about the future of retail, I had the pleasure of interviewing Dr. Lane Smith, M.D. , founder of Smith Plastic Surgery in Las Vegas and Delourier, an upscale women’s high fashion line.

Four-time board certified plastic surgeon and entrepreneur, Dr. Lane F. Smith, M.D. spearheads an array of cosmetic procedures as the owner of Smith Plastic Surgery Institute, the premier plastic surgery practice in Las Vegas, Nevada. With over 20 years of experience leading his own personal practice, the highly skilled physician has provided breast augmentation, tummy tuck, Brazilian butt lift, nose reshaping, mommy makeovers and more for celebrities and patients around the world. Named North America’s “busiest plastic surgeon” according to Allergan, the multi-award-winning doctor performs hundreds of cosmetic surgeries every year.

Dr. Smith lived and practiced medicine in all parts of the world prior to leading his experienced team at Smith Plastic Surgery Institute. After his introduction to plastic surgery in medical school, Dr. Smith went on to receive surgical training at the University of Texas Medical Branch and completed a Facial Plastic Fellowship at Stanford University, a medical mission trip in Zimbabwe and a fellowship in Plastic and Reconstructive Surgery at the world-famous Mayo Clinic. Dr. Smith’s training at some of the world’s finest medical institutions helped shape his philosophy regarding medicine, as well as plastic surgery specifically.

In addition to Smith Plastic Surgery Institute, the well-rounded businessman, alongside acclaimed fashion designer Sergio Luna, co-founded Delourier, an upscale women’s high-fashion line featuring custom-made dresses plated in a variety of unique high-quality materials such as 18-karat gold, sterling silver, and stainless steel as well as genuine lambskin leather and Swarovski crystals. Delourier dresses range from $2,395 to $80,000. The Delourier line, embodies sex appeal, confidence, and glamour; and parallels the powerful connection between fashion and the demand for cosmetic surgery. Dr. Smith, who designs the entire Delourier collection, knows a woman’s body better than anyone, having worked on thousands of women through the years and hearing about their biggest insecurities and physical transformation goals. The Delourier fashion brand also features a women’s heel collection that features a patented invention that allows for the entire surface area of the sole of the heel to be adorned with over-the-top materials, such as diamonds or Swarovski crystals, all created custom for each client. Delourier continues to inspire women to look and feel their absolute best.

Thank you so much for joining us in this interview series! Before we dive in, our readers would love to learn a bit more about you. Can you tell us a story about what brought you to this specific career path?

Art and design come very natural to me. I’ve always recognized the powerful parallels between fashion and the world of cosmetic surgery. As a four-time board certified plastic surgeon, I have implemented some of the disciplines of design into my craft, such as balance, proportion, and harmony, to ensure patient satisfaction. Over the years, I have worked on thousands and thousands of women which has allowed me to gain keen insight into women’s biggest insecurities and transformational goals. I know a woman’s body better than anyone else. As creative director for the women’s luxury fashion brand Delourier, I can continue to inspire women to look and feel their absolute best post-surgery. I have designed a line of dresses, which are created from chainmail that’s been plated in genuine 18k gold and sterling silver, that will showcase the exquisiteness of a woman’s body alongside a gorgeous line of shoes, which are patent protected, that feature a completely decorated shoe bottom (from the heel to the tip of the toe) that can be customized with Swarovski crystals, pearls, and roses.

Can you share the most interesting story that happened to you since you started your career?

While in the fashion industry, the most interesting experience comes from working with chainmail which is extremely luxurious and drapes like liquid metal on the body. I discovered that it cannot be cut with scissors and is available in small panels, unlike traditional fabrics that are sold by the yard. It must be connected by hand because it cannot be sewn by machine. In the beginning, I experimented with aluminum chainmail, but soon discovered it was too fragile, fell apart, and didn’t drape properly. Now, I only use the highest quality brass and carbon steel chainmail that is manufactured by world renowned Whiting & Davis and crystal mesh by Swarovski to produce the classic and timeless line of dresses. Learning and experiencing the whole process was very fascinating to me.

Can you share a story about the funniest mistake you made when you were first starting? Can you tell us what lesson or take away you learned from that?

Venturing into the fashion industry required me to learn an entirely new vocabulary. During a fitting with a model, the dress was puckering in a certain spot, and I referred to it as a “dog ear” (a term used to describe puckering on the skin that occurs at the end of a scar) which caused the entire room to go silent with blank stares. We still laugh about this incident to this day. They’re used to me periodically using medical terms through force of habit to describe certain techniques in garment construction. This experience made me realize that we are constantly learning from one another, and that there is always something new that we can learn. After immersing myself in the world of the fashion industry, I have a newfound respect for all the highly skilled artisans, sample makers, etc. that are paramount to this industry.

Are you working on any new exciting projects now? How do you think that might help people?

Yes, virtually every possible design iteration has already been done to the top of the shoe. If you want to have a new shoe design, you have to do something new to the bottom of the shoe. It’s the only territory left where something new can be done. Our patent allows us to take control of the entire bottom of the shoe from the heel to the toe. This opens up a new frontier in shoe design. Other than new materials, there hasn’t been anything really new in shoe design since the early 90s when Christian Louboutin started painting his shoe bottoms red. So currently, we’re busy working on new patented designs that allow us to adorn the entire bottom of the shoe with precious gems, rubies, sapphires, emeralds, and cultured pearls. This shoe line will be one of the most exclusive and expensive in the world. However, we are also using other less expensive materials to adorn the bottom of the shoes with butterflies, crystals, roses, etc. for shoes that will be exclusive but have a lower price point. We are proud to announce the grand opening of our Delourier boutique which is located inside The Smith Plastic Surgery Institute in Las Vegas. Delourier’s line of shoes will also be available at Solstice sunglasses boutique which is located inside Planet Hollywood Las Vegas. Through our new business ventures, we are helping to create new jobs, make women feel confident and look their absolute best. We also hope to inspire other people to come up with new and exciting innovations.

Which tips would you recommend to your colleagues in your industry to help them to thrive and not “burn out”?

In a post-pandemic world where supply chains have been interrupted, employee shortages exist, and dramatic shifts in consumer shopping habits have occurred, running a business can be unusually challenging and stressful. It’s imperative to secure consistent and reliable suppliers for your goods and materials, etc. There is nothing more devastating to a business than having empty store shelves and orders that cannot be fulfilled. E-commerce is an economic force that should not be ignored. It is vital for businesses to have an online presence. One effective way to stay one step ahead of the competition is through innovations which make you the first to introduce a product or design to an existing market. Also, a strong and positive company culture is extremely important because it leads to higher employee productivity and team morale. Remember, teamwork helps prevent exhaustion and burnout. Find the time to relax, destress, and rejuvenate so you have the mental clarity and stamina to take on whatever challenges come your way. This is especially important for all creators, both in the plastic surgery and fashion world.

None of us are able to achieve success without some help along the way. Is there a particular person to whom you are grateful, who helped get you to where you are? Can you share a story?

There absolutely is. Sergio Luna, a graduate of The Fashion Institute of Design and Merchandising, who was formerly employed by Chanel, is part of the design team for Delourier. His visionary insight into the evolving luxury business and advanced knowledge of garment construction and manufacturing make him one of the most important members of the company. Sergio’s innovative contributions and keen eye for detail have made Delourier a revolutionary force in the luxury business. Working alongside Sergio has allowed my creativity to flourish, so I can bring to life all of my design visions.

How have you used your success to bring goodness to the world?

Delourier has helped raise money and awareness for serious causes including the Nevada Donor Network, a non-profit that facilitates organ, tissue, and cornea donations. Delourier also helps to create new jobs for designers, artisans, craftsmen. I founded Delourier on a higher principle than just to generate money. I wanted to create a collection of exciting and groundbreaking designs that would bring happiness to people. Through my designs, I hope to empower women to look their very best and feel confident. Also, I am doing my part to help preserve this artform by employing creative people whose jobs would be in jeopardy by the restructuring of the economy.

Ok super. Now let’s jump to the main questions of our interview. The Pandemic has changed many aspects of all of our lives. One of them is the fact that so many of us have gotten used to shopping almost exclusively online. Can you share a few examples of different ideas that large retail outlets are implementing to adapt to the new realities created by the Pandemic?

Yes, the pandemic has not only re-trained consumers to shop almost exclusively online, but it has also forced retailers to reevaluate and restructure their business model. For example, retailers have introduced contactless ways of shopping such as curbside pick-up, delivery service, and e-commerce. Large and small retail outlets are coming up with fun events to entice shoppers to come into their stores. Some mall-based retail giants are ditching the malls for new concept stores that are free standing and are scaled down in size.

In your opinion, will retail stores or malls continue to exist? How would you articulate the role of physical retail spaces at a time when online commerce platforms like Amazon Prime or Instacart can deliver the same day or the next day?

Free standing retail stores and mall-based brands are not going anywhere, but there is a sharp divergence between the two due to the restructuring of the economy and the impact it’s had on certain demographic groups. Prior to the pandemic, malls across America were struggling due to online e-commerce and the expansion of big retail giants such as Walmart, Target, and T.J. Max. For some retailers, the role of a physical store will be to fulfill online orders, curbside pick-up, and double back as a type of showroom where consumers can be introduced to merchandise and to raise brand awareness. People are tactile and social by nature; therefore, retail stores provide a sensory experience for the consumer. There is no substitute for shopping in person, experiencing things visually, touching and smelling, and pairing products together. Consumers will continue to shop at stores and enjoy the lifestyle experience aspect of it, but they also enjoy curbside pick-up and the convenience of Amazon Prime for less eventful purchases such as groceries, household supplies, personal items, etc.

The so-called “Retail Apocalypse” has been going on for about a decade. While many retailers are struggling, some retailers, like Lululemon, Kroger, and Costco are quite profitable. Can you share a few lessons that other retailers can learn from the success of profitable retailers?

The pandemic has altered the retail landscape which has benefited some and devastated others. Brands such as Lululemon, Kroger, and Costco have received a major boost directly from the consumers whose shopping habits were altered during the pandemic closures. With the exception of Lululemon, the aforementioned retailers were considered essential businesses and were allowed to remain open. Currently, consumers have adapted a more casual style, choosing comfort over style. People are working remotely and spending more time overall at home. Therefore, it’s no surprise that leggings and sweatpants have become a staple item in everyone’s wardrobe. This lounge wear fashion trend has benefited Lululemon and the like. There are a few common denominators among the aforementioned successful retailers which other retailers can implement in their respective businesses, such as contactless shopping, curbside pick-up, and e-commerce. They paid attention to shifting consumer shopping habits and trends and quickly adapted to meet the consumers’ new needs and wants. They focus on providing a diversified selection of goods and services that are relevant to the consumer. I applaud them!

Amazon is going to exert pressure on all of retail for the foreseeable future. New Direct-To-Consumer companies based in China are emerging that offer prices that are much cheaper than US and European brands. What would you advise to retail companies and e-commerce companies, for them to be successful in the face of such strong competition?

An effective way to level the playing field between you and direct-to-consumer companies based in China that offer goods at a much cheaper price than U.S. and European brands is through innovation. Do not engage in overly saturated markets where competition is fierce and profit margins are insignificant. Instead, focus on being the first to introduce a new product to an existing market which provides a huge temporal advantage when competitors arrive. The Amazon and China based companies beat you with price, but if you focus on customers who prefer quality or handmade specialty items over low-quality, mass-produced products, you can then remain profitable and thrive in an unsaturated marketplace. The first step of mastering this is identifying your brand and what it delivers and what audience it appeals to.

Based on your experience and success, what are the five most important things one should know in order to create a fantastic retail experience that keeps bringing customers back for more? Please share a story or an example for each.

1. You should offer excellent customer service. For example, we offer complimentary shipping both ways, which is a must if you are engaged in e-commerce.
2. We are the first fashion company to offer complimentary alteration services on our handmade chainmail dresses, and for those seeking to personalize or design a one-of-a-kind creation, we offer made-to-measure which ensures a perfect fit.
3. Fostering a positive company culture will lead to higher employee productivity and improve work morale, which trickles down to your customer.
4. We prominently display our company telephone number on every page on our website. The telephone is still the most effective tool to connect and get to know your customer.
5. Engagement is key. We use social media to connect directly with our customers on an everyday basis. It’s a great way to receive insight, handle customer questions or concerns, provide trend insight, and really foster a more personalized and meaningful connection that’s not so advertorial like other marketing mediums can come across.

Thank you for all of that. We are nearly done. Here is our final ‘meaty’ question. You are a person of great influence. If you could start a movement that would bring the most amount of good to the most amount of people, what would that be? You never know what your idea can trigger. :-)

I would like to inspire individuals and companies to invent and create innovations which are the driving forces behind progress, that help to improve the quality of life on a global level by creating new jobs and lowering the cost of goods and services. Through new technologies, lifesaving medical treatments can be made available to members of society who would normally not have access to it.

How can our readers further follow your work?

Instagram — @Delourier and @SmithPlasticSurgery

Facebook — https://www.facebook.com/PlasticSurgeryLV

Website — delourier.com and smithsurgery.com

This was very inspiring. Thank you so much for joining us!