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Susan Dell is the wife of Michael Dell, the man who built Dell computers. In two thousand, he was the richest Texan of all time, and she was running a dress shop in Austin. Her gowns sold for up to thirty thousand dollars each. The shop’s steel door was rumored to have cost forty thousand. Plenty of people in Austin rolled their eyes. Texas Monthly printed the question people were asking. Was she for real, or just a bored socialite, pushing into fashion with her husband’s billions? She did not flinch. This is not a hobby, she said. She wanted a house as big and lasting as Chanel. But six years in, the label with her name on it was selling about two million dollars a year. Her husband was worth nearly ten billion. Within four years, she took her own name off the clothes. And when a reporter asked who was paying for all of it, she answered in two words.

She had started out telling friends her clothes came from a tailor in Dallas, because she did not think anyone would believe she had designed them. By 2000 her company had forty five employees on Seventh Avenue, stars hired from Calvin Klein and Donna Karan, an advisory board that included her husband, and clients like Melinda Gates. A year later she was making the gowns Jenna and Barbara Bush were to wear for their father’s inauguration.

Six years in, the collection with her name on it was selling about two million dollars a year. She scrapped it, started over as Phi, and told Women’s Wear Daily exactly who was paying. Vogue called Phi “no vanity project”. In 2009, the year fashion critics finally caught up with the label, it announced it was closing.

Sources include Texas Monthly (“Suddenly Susan”, August 2000), Women’s Wear Daily (January 2004 and December 2009), Vogue runway reviews of Phi (2004 to 2009), the Los Angeles Times (January 2001), Forbes (“Queen of Heart”, 2012), the Chronicle of Philanthropy, TIME (2026) and Fortune (2026).

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Welcome to Dynasty Secrets, where we uncover the hidden stories behind the world’s wealthiest families, famous marriages, powerful dynasties, and high-society scandals.

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#CasinoGuruNews #SOFTSWISS #iGaming #SBCSummit #Lisbon #ResponsibleGambling #AI #LatinAmerica

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