LaPointe, which is celebrating its 15th year in business, is widening its direct-to-consumer operation.

The company will open The LaPointe Atelier at 31 Howard Street, 2nd floor, to host private appointments for its statement occasion dressing.

According to Sarah Adelson, LaPointe’s business partner and brand chief executive officer, the company’s 15th anniversary gave them a chance to reflect.

“We looked backwards and where the brand’s been and where we want to go, and we really wanted to double down on statement occasion dressing and that luxury customer who’s always come to us for that,” said Adelson. She said that instead of being “everything to everyone,” they wanted to focus on dressing that luxury customer in a personalized, intimate environment.

Adelson said the brand has always had special occasion dresses, as well as day pieces, but now they want to home in on pieces that can go from day to night, really staying away from true day.

Wholesale remains a big part of their business, and the stores buy into the “special statement, beautiful pieces,” said Adelson. LaPointe’s key accounts include Neiman Marcus, Saks Fifth Avenue, Moda Operandi, Harrods and Forward.

For their web business, they have built out a bigger product category offering. Adelson said they wanted to have a destination where these clients can come and experience the brand in person, which we’ve never really had before. The brand has no brick-and-mortar stores.

The atelier will be situated in their studio. It’s not a ground floor retail space. “It’s going to be really for the VIP customers who come in and make an appointment,” said LaPointe, creative director and cofounder. The company has hired a direct-to-consumer team to help with VIP clients, working on customizations and offering a special brand experience. Marketing efforts are being streamlined to align with the brand and the clients’ needs.

In evaluating its business over the past 15 years, LaPointe said that what her customers want from her are statement pieces, such as dresses with feathers. She said they want to wear pieces that get attention. For example, she is designing a double-face satin bias dress with feathers on it. “It’s easy to wear, it’s nothing too complicated. It’s not like a constructed ball gown or anything. It’s easy things that these women can put on, but still feel very statement-y. That’s kind of like our sweet spot where we can offer these types of dresses at a pretty good price point,” she said.

LaPointe pointed out that she and Adelson, who met at Rhode Island School of Design, started out in an apartment a few blocks from the atelier. The company has now opened a new office in the same building they were previously in.

Saturday’s spring fashion show at 1 p.m. will be in the atelier, and will be an intimate experience. LaPointe and Jessel Taank will host an official launch event on Sept. 18.

LaPointe said in her spring collection, she focused on the fine details. There’s a lot of embroidery and everything is hand-done. “I hand-sketched everything. It’s very, very tight. It’s only 21 or 22 looks. And people will be able to see things up close,” said LaPointe.

LaPointe said she attracts customers who are both younger and more mature. “I feel so blessed in the fact that I’ve been able to dress everybody from the young Jenners to Oprah. But I think that the magic is the fact that it can honestly have that range. I think that’s what truly keeps us in business because it’s not a very specific narrow range,” said LaPointe.

She noted that the designs are bold in color and texture, and there are feathers and sequins.

The new office space is 5,000 square feet, but the atelier itself is around 500 square feet. “We wanted it very intimate and to feel very special,” said LaPointe, who chose all the furniture and drapes.

To amplify its business, the company has done successful trunk shows in such places as New York, the Hamptons, Dallas and Atlanta, all key markets for the brand. They are frequently held in a hotel or in stylists’ homes.

About 90 percent of LaPointe’s collection is manufactured in Manhattan. “I think that also lends itself to why people love the product so much because the quality is there, the fit is there, and we’re able to go up there in 20 minutes and have quality control,” said LaPointe.

LaPointe said that if people are going to attend her show, “I’m going to give you a show. I’m not going to give you something boring. There are a lot of pieces that are offered that you won’t see on the runway. I want to show them beautiful, beautiful clothing.”