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Bel D is a women's apparel company in search of a business model.

Its owner and founder, Greensboro-raised Belinda Di Giambattista, will bring her New York business to South Elm Street Friday for its initial public outing -- a one-day designer clothing sale at TwoArtChicks.

Fall frocks from seven celeb favorites such as Betsey Johnson, Charlotte Ronson, Debra Rodman and Bellekat will be offered at 20 percent off their sticker price, Di Giambattista says.

She's toying with the most effective vehicle for her company -- opening Bel D boutiques, working with existing businesses or hosting fashion parties similar to this week's event.

The idea is to take it slow, find a niche and then jump into the crowded retail industry rather than risk an early burn-out.

Di Giambattista's approach to clothing is much the same.

"After living in San Francisco, New York and Paris for nearly 10 years, I've learned to appreciate taking the time to invest in clothes that represent my own identity," she says.

A Northwest Guilford High School grad, Di Giambattista attended UNC-Chapel Hill and then came back to Greensboro to start her professional life.

Brooklyn is home for now, but returning to Greensboro for the company's launch is fitting for the 33-year-old.

TwoArtChicks has long been a springboard for emerging artists. Perhaps the downtown gallery will do the same for Bel D.

And it doesn't hurt that Melodi Fentress, the gallery's director, is Di Giambattista's 24-year-old sister.

"I just started telling her about all the wide variety of stuff we've been doing here, and she was like, 'Oh my gosh, Melodi, we've got to do something together,' " Fentress says. "Because there's such an age gap and because she's far away, we've learned so much about each other doing this."

Shoppers will be able to browse designer duds not often found in the Triad, and Di Giambattista gets fresh field research on shoppers' habits and preferences in a trunk-show environment.

"We don't make time to tap into our inner identity and search for clothes that embody how we feel about ourselves," she says.

Shopping at chain stores is convenient, she says, but hardly an exercise in self-discovery, a time-intensive effort that comes a lot easier for celebs and their handlers.

The clothes don't come with venti Starbucks soy lattes or oversize Chanel sunglasses, but wine and hors d'oeuvres will be served.

Look around.

Try things on.

Take home what you like.

No red carpet experience required.

Contact Katie Reetz at 691-5091 or kreetz@news-record.com