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The secret words of April Cornell Design
And what they really mean.

We all have short cuts for company speak—when a cryptic phrase will sum up twenty years of thought and judgment. These phrases may sound innocent enough to outsiders but they are packing a punch for those in the know. Here are fifteen of the frequent phrases used by me and my design team to goad, acknowledge, chastise and motivate each other to do more more more!

1. I looove it!
Translation: The designer loves it—it's what she is all about, she put her heart and soul into it and she is really vested in its outcome. And if you don't like it you're an idiot!

2. Hmm... interesting
Translation: We tried this in 82, 85, 98, 2002. It never sells but I'll probably get one for myself

3. I want to feel like spring when I open this cloth
Translation: Guys—we're known for color—can we get rid of the black and white please!

4. This needs a home
Translation: If we can't find some more stuff to go with this it's out!

5. Oh that piece marries the whole collection together!
Translation: Relax, we can keep all those other styles you did now!

6. Wardrobing
Translation: We still need a blouse a scarf a hat and a jacket to finish this group off.

7. The three Ps! Pencil piping please!
Translation: Who's the new merchandiser who used that thick piping? Can't you guys share the basics?

8. Grrr
Translation: Annoying, and irritating—but not really a big deal—if it happens again I’ll roar!

9. Who put in the shoulder pads
Translation: Was that me or you? One of us needs a break!

10. I love it, it's authentic, the colors are so saturated and intense! Delicious!
Translation: This is what we live for and I am pretty sure this sold really well before!

11. Over the top!
Translation: Convince me that we can afford it

12. I love the vintage detailing
Translation: I'll be wearing this.

13. Handfeel OK?
Translation: Stiff stiff stiff—Americans like it soft soft soft!

14. What do you mean they don't like it? Where are all the people with taste?
Translation: that's why we're the designers and they are the buyers!

15. Not sure about the color, or the style, or the detailing—yuck!
Translation: I'm hungry! Time for lunch!