LOOK-OUT with Danielle Murray

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Issue No. 9

LOOK -OUT Danielle Murray

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Drevait Overnight bag

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LOOK -OUT www.adornamicaribbean.com

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DREVAIT

is a local colloquialism.

It is used to describe persons who are always on the go, just for the joy of finding themselves in new places.

Danielle shared while growing up her mother would always say, " You love to drevait all about".

The name 'Drevait' stuck, it became the perfect name for her brand.

She admits to having a ‘complete meltdown’ the morning of her first showcase. However, with the support of family and friends she got through it. Every launch got easier thereafter.

DANIELLE says: “I think a lot of people can relate to that fear of being vulnerable to the public with designs that we put our blood sweat and tears into.” more words to follow from Danielle...

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When asked to share a bit of her experience as a Caribbean designer... ''I find it encouraging that persons seem more inclined to shop local.

However, Trinidad and Tobago is a small country, making it nigh impossible for businesses to be sustained by the local market alone. I am trying to service regional and international markets which has challenges.''

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She now faces the challenge of growing her business... ''Transitioning from a local customer base to an international market is challenging logistically, and can become costly.

But I am making sure to get all the information and advice I need to figure out the best way to move in successfully.

The last thing I want is to create an international demand that I can't satisfy.”

The LOOK­OUT is about finding wonderful Caribbean designers and sharing their conversations and captures....

This is Danielle's style story and we hope you are enjoying...

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Do What you love... ”This is the first time working, I feel like I have a mission to ensure my customers are happy.

It gives my job purpose.

I also just love doing what I do.

In an 8:00-4:00 job, I was miserable in every single one.

As a designer, I thrive for that feeling of being in the zone when I'm creating and making things.

My nails aren't too happy about it, but I love it.”

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Branding is key...

'Understanding the value of branding itself is one of the key elements of a successful brand.

There are many great quality products that are handmade and mass produced.

With so many choices, I believe the story behind the brand and the shopping experience provided to customers will influence the decision they ultimately make.'

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The importance of time...

One of the biggest mistakes as a designer is second guessing your talent and under pricing your items...

'I didn't value my time and timing.

I would work extra hard on one design for one client, and compromise the timing of the launch for an entire collection.

And anyone in the industry would know that timing is everything when it comes to launching your products.”

I have corrected that error and I do a post mortem after every collection or new design so I could identify and rectify flaws in the process.

I never launch a new collection without improving on some part of the business.'

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Inspiration...

When designing, I draw inspiration from Caribbean and New York culture. I try to fuse it into one design in a way that makes sense, and is attractive on an international level.

I want customers to be able to walk on the New York sidewalk or take a tropical vacation with the bags. After all, the brand promotes "going places". “

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The importance of determination...

“If you're a designer who thinks that all you need to do is design a great product, you're only doing 10% of the work.

It's easy for people to fall in love with most of our local designers' pieces because they're all so talented, but what will make the customer buy?

And that's where the real work comes in. There have been times during a showcase that I've seen designers sitting down and not engaging the customer at all. Once I saw a person sleeping!

Customers aren't going to buy because you have a great design. We all have great designs. You have to be hungry for it. I'm hungry for it, and if you're not hungry for it, then I'll take your food.”

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Model: Taryn Forbes

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VANITY POUCH SHOP ONLINE www.drevaitofficial.com

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“

'Every Designer has a story to tell.

We like connecting with them and sharing their conversations.

Join us every week in the LOOK-OUT. Meet Caribbean Designers from around the globe.' ­ Tameika Fletcher Birmingham, Creative Entrepreneur, Adornami

Graffitti Art by Darren Cheewah Queen's Park Savannah, Trinidad and Tobago

www.adornamicaribbean.com Written by: Dionne Baptiste Photography, Edit & Design by Tameika Fletcher­Birmingham