When did you know you wanted to become a designer?
When I went shopping as a child, I often felt the lack of something in the clothes, handbags, and shoes I would look at. There were many times that I thought to myself “if I changed the shape, color, or materials, it would be very cool!” Since fashion has an infinite style, even with a small change, there is no right answer. How fun is that? It was then that I knew I wanted to be a designer.
What is your earliest design memory for your brand?
Sitting in a café for hours, I tried to create and draw everything that came to my head into a bag. It was so exciting, and I always wondered what it would be like in reality.
"I think design brings hypothetical images from my mind to the real world."
Where do you find inspiration?
I think design brings hypothetical images from my mind to the real world. I don’t try to find it in a difficult way. I think that good inspiration comes from our life experiences. An experience is combined with identities in my brain and then I just need to put it down on paper.
What is your favorite part about designing?
I believe my favorite part of designing is idea sketching. Since it is just an idea, I become excited that there is no limit to the creation I am drawing. Every sketch I’ve done is based on my imagination, and although they cannot all be made into the final products, it is the process I find most interesting.
How would you describe your personal style?
I am a natural person, wearing minimal clothing. I don’t want to be an eye-catcher. However, I try to wear styles that have a flattering fit and compliment the look with great accessories.
What was your previous work experience before launching your brand?
I worked at fashion brands including Proenza Schouler, Madewell, and Schwartz & Benjamin while studying at FIT. After graduation, I worked as a freelance footwear designer at Adrianna Papell.
What do you envision for the future of your brand?
Our brand is going to be known all over the world as an established and valuable fashion brand.
Do you have a favorite piece that you have designed?
THE CAKE BAG.
From our first design, the detachable cover is a very smart system for various needs of consumers.
What were some hurdles you had to overcome in your business?
We had to spend a lot of time understanding marketing and trends through the eyes of consumers. This is an ongoing challenge, but valuable to the success of the brand.
What is the one piece of advice you would give to a new designer?
Making and planning your design concept is the most important task before starting your brand. A designer needs to have a lot of knowledge, skills, and clear goal to be successful in their field. Also, don’t be afraid of obstacles and handling challenges with flexibility.
"We don’t want to be eccentric or unusual – we simply want to make it easy for our customers to feel good and look stylish."
What is the most important thing you would like your brand to be recognized for?
We don’t want to be eccentric or unusual – we simply want to make it easy for our customers to feel good and look stylish. Our design is minimal and clear, however; with one drop of the owner’s taste, the style becomes unique and extraordinary. We don’t expect our customers to chase a trend or follow someone else’s style. We hope that our products become a must-have item in the fashion market, offering great design and quality at a reasonable price.
How important is social media to your brand?
There is a huge change in our shopping style. People don’t even know what the new stock items in the nearest local store around them are. They search for what they want online first before looking around in stores. Consumers also search for their favorite products on Instagram to see how other people styling the item. Social media is mandatory for fashion brands to increase brand awareness and allows them to connect with more potential customers worldwide. Also, it brands to interact with customers by showing more diverse content and getting their feedback immediately.
How did your brand navigate and overcome the pandemic in 2020?
“What does not kill me makes me stronger.”
We launched our brand during the COVID-19 period, so we were forced to focus on digital marketing and social media only. Fashion was always moving to the online market – the pandemic just brought fashion digital a little earlier than anticipated. The pandemic was a great opportunity for us to get much needed online sales experience.
What can consumers expect to see next from your brand?
New and valuable designs are following the fast-changing fashion trends. Our new designs are more friendly and casual with sharp details.
What are your greatest strengths and weaknesses?
I am very patient – once I start something I have a meticulous personality. On the other hand, I am an overthinker when I have to make any decision. I believe my personality is a double-edged sword.