FASHIONSIGN EZINE VOLUME I
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COVER CREDITS PHOTOGRAPHY Zev Abosh MODEL Emma Blake (Sophia International Model Agency) MAKE UP & HAIR Douglas Cressman STYLIST KD Faustino DESIGNER Bano eeMee LOCATION Stufio 122 BEHIND SCENE PHOTO
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Galit Abosh (Photographer’s assistant)
TABLE of CONTENTS Fashion designers (clothing, accessories, shoes, hand bags, jewelry +) Runways Hair stylists Make up artists Clothing Buyers
Show rooms
Advertising Boutiques Salons (beauty, spa, hair, make up, lashes +) Models Stylists Bloggers Fashion Editor Window Dresser Fashion PR Booking Agents (modeling) Pattern Maker Fashion Production NOTE: IIF YOU HAVE A BUSINESS THAT IS NOT ENLISTED, CONTACT US FOR MORE INFOMATION.
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Venues
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Accessories Buyers
Jamila
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MINK LASHES
JAMILA MINK LASHES
How the queen of lashes turned a successful home based business into the ultimate lash empire by creating Jamila Mink Lashes.
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heryl Lada said her Calgary based business is all about her clients. “They become your friends,” she said. “I trust them. I developed my lash line for my current lash extension clientele. If I did not have their feedback I would have not have been able to design the JAMILA collection.” Jamila Mink Lashes oozes innovation. The eight-piece premium false lashes are 100 percent Siberian Mink and can be worn up to 30 times if they are properly cared for.
Jamila MINK LASHES
force for her sales, especially the company’s Facebook page. “I am extremely confident in my product. The lashes speak for themselves. I made sure that there was a lash created for everyone,” she said. With the talent to design multi-dimensional is what sets her apart from other lash brands. At the same time, Cheryl said that while being confident, it is important for her to stay humble.
THE LASH BOX PACKAGING
THREE OUT OF EIGHT EXCLUSIVE DESIGNS
“I have worked hard to get here, but the work really starts now. Being a company built on integrity is extremely
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FUN FACT
Ja-mi-la
Cheryl’s knowledge in Siberian mink extensions is what allowed her to design a strip lash and also says her understanding of business was integral to the creation of her lash line. She has seen many successes on her journey, but notes that her biggest challenge is getting the brand out there and ensuring her brand is visible and memorable.
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means beautiful in Arabic.
important to me,” she added.
What’s ahead?
BEHIND THE SCENES OF JAMILA’S BRAND
While designing two new sets of lashes now, “My future plan is growing the brand. I want to see Jamila Mink Lashes on everyone that wears false lashes – and surprise women that don’t usually try them,” Cheryl noted. •
Cheryl said it herself: she is “FABULASH”! And we agree. Her outgoing personality has helped her to build her business and her go-getter attitude has her stepping outside of her comfort zone all the time. Jamila Mink Lashes is new to social media, but Cheryl knows it is a driving
ARTICLE by Deja Leonard
RAW AMETHYST STUD EARRINGS SILVER QUARTZ CRYSTAL RING
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KATE HEWKO
NANCY CUFF
$198 (avail 09/14)
New HOT online jewelry pop up shop in Calgary is a-buzzing!
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ate Hewko has become “all the buzz” in Calgary recently with the success of her Pop-up Shop featuring beautiful jewelry pieces! FASHIONSIGN Ezine recently caught up with her to discuss what makes her tick, and to learn about the woman behind the jewelry. Kate has been interested in fashion from an early age, and in 2007 she opened a women’s boutique called Pink Sugar - wanting to bring extremely fashion forward items from New York into the Calgary scene. However, at that time, a time when it wasn’t easy to create an online store, she was limited by the inability to access enough of a target market within Calgary, and therefore closed her store in 2010. She then took some time to start a family and put some serious thought into what she wanted to do next. “I struggled to sell such edgy attire to just the Calgary market. I loved finding new exciting lines and bringing them to Canada, so with that, and the advance in technology (making it easy to reach my forward market across the country), I decided to open an online shop in April 2014.” She has been in the fashion industry for over 15 years. While completing university and fashion school out east, she worked as a Fashion Show Producer for a Toronto night club, and then after graduation took a job as a buyer for a small fashion boutique in Vancouver before moving into marketing for a large retail chain based out of Calgary. So to say that she has great talent and sound judgment in the industry would be an understatement.
NATURAL AMETHYST DRUZY PENDANT NECKLACE
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From there, Kate decided that working for others wasn’t her thing, and thus was born “Pink Sugar”.
Since then she has cofounded and directed the first two seasons of Alberta Fashion Week, threw a runway event featuring local designers called “Runway Monthly” and created “Runway Tweens” fashion show birthday parties for tweens. It hasn’t been easy, but Kate has a lot of determination, and follows her own advice, stating:
She relies heavily on social media marketing, and focuses on updating all of her feeds daily - as the social media world spreads the word so well!” I am a big fan of Instagram; I can easily share my Instagram posts across Facebook, Twitter, and Tumblr all at once. I have made my Instagram posts a daily ritual. I also find Pinterest a great way to grow your audience exponentially. One fab product can pin its way across many feeds.
Currently Kate works from home and has a “Showroom office” in her house. I love waking up and starting work in my PJs with my son or daughter on my lap. I would never go back to brick and mortar. Her future goals are to grow the Kate Hewko label beyond jewelry, and she has already started looking into footwear design. However she states “that may be light years away” (though based on her current designs, we think that might not be as far as a reach as she feels!). One of the most positive things to say about Kate is that she carries all designs that she personally loves herself, and therefore she loves selling to her clients. She has confidence in what she carries, and that will only help the Kate Hewko name grow!
ARTICLE by Toran Lanthier PHOTOS by Christa Hoff Photography
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“Three things you want to ask yourself when considering opening a business are: Is the concept simple? Do you enjoy it? And can you actually make money? If you don’t answer yes to all three, come up with a new idea. I have graduated from being just a retailer, to designing my own product lines. I now have four collections that will be available and revealed in the next couple of months.”
Based on what we’ve seen so far, FASHIONSIGN Ezine is more than impressed… don’t be surprised if the Kate Hewko name grows exponentially over the next year! We’ve got our eye out for you, Kate. Congratulations on all your success! •
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“My own Kate Hewko label covers the styles that I couldn’t find anywhere else, so I made them myself. Now I have every single piece of jewelry that I love and wanted from around the globe, and I can share that with my clients.”
VELVET & VINO
Pure in love with polka dots and patterns!
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hen Becky started her blog two years ago, she wanted to share her outfit inspiration and fashion ideas with her readers. She is not afraid to emphasize her true self which is shown through her personal style picks. Her blog shows fashion lovers that everyone can be extremely creative with clothing pieces from their closet. Patterns or bold colors, Becky knows how to coordinate her styles to work with Alberta’s roller coaster One of Becky’s favourite weather.
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accessories from Dubai
However, Becky’s love for fashion is a standout in her personal style and fashion blog. Even as one of the frontrunners in the trendsetting world, she knows better than to just follow and be a slave to what is currently in. “Fashion is not necessarily about topstyle, it’s about feeling lovely in the clothing we are wearing through the expression of our inner beauty,” Kung said. Her website also became a platform for her to reach her fans. She found the liberty of sharing her tips and tricks of the trade that eventually became her business. As a personal stylist (she does oneon-one styling and also is a stylist for magazine editorials/ covers), she believes that, “Women can experiment and there is no such thing as making mistakes with our style.” To her, it is all about feeling good about yourself, staying true to your style and transcending that through one’s outfits.
TULLE Designed collaboratively with Ruby Ellen Designs & Velvet & Vino PLAID Winners: Nuco HEELS Marc Fisher NECKLACE Gifted
When asked about what she considers a challenge as a blogger, she didn’t go too far. She admits that it is hard to completely shut off from that online life especially when there is too much inspiration around. It is on her mind most of the day and even in her sleep!
PANTS Thanx Collection SHOES Marc Fisher
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In a world where “everyone is a blogger,” the face behind Velvet and Vino knows how to make her fans come back for more whether it is by shocking them with pieces and prints you would have never dared to put together or transporting them to a place they’ve never traveled to before. And a piece of advice from your favourite fashionista: “Remember not to compare yourself to others,” and your blog would not only stand out but would also go far! •
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It is also not common to find a blogger with still so much zest and excitement especially when you live in a city as cold and as unpredictable weatherwise. Becky admits that Calgary does not necessarily have a blog-reading demographic but she is positive that one of the biggest advantages of social media is the ability to reach internationally. Her account on Hootsuite is on top of it as she schedules her tweets and Facebook posts that make her always present in the online world despite her busy offline life. Instagram is also a way for her to reach out to her readers via cute filtered personal posts on a daily basis.
Did you know: Velvet & Vino produces great video clips sharing her tips and secrets about fashion! TOP Old Navy NECKLACE eBay
ARTICLE by KD Faustino PHOTOS by V&V’s Husband
JACKET Forever 21 SKIRT J. Crew CLUTCH elleven K BRACELET Bliss
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FORGE APPAREL Eric Goodwin tells us why a businessman’s mind goes well with a designer’s hand
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t is not common to see a businessman tackling men’s fashion. Maybe it is the lack of enthusiasm for something risky or they are just too afraid to step out of their comfort zone. Eric Goodwin, owner and designer of Forge Apparel is anything but that. When Goodwin saw the opportunity to step into the box of men’s fashion rather than stepping out of it, he was certain that every signature he makes on those bags would be a hit.
Briefcase in Monsoon Grey Tan Straps - $355.00
When Forge Apparel was born in 2011, the Mount Royal University alum was not focusing on his designs – believe it or not. Taking up business, he knew that focusing on just fashion would not take him far. “Starting a company because you love to design but don’t care for business is a recipe for disaster. Fashion is an
His online ethic does not stray away from his offline aesthetics. His quality over quantity mantra can be evidently seen in his workmanship. The bags of Forge Apparel are sensible yet fashionable, trendy yet durable. Imagine a metrosexual Oil & Gas
Because of his unique designs and business-savvy mind, Goodwin developed a huge following. For him, his solid clientele is what makes him a successful businessman. He has been known for being a professional whether he is working with stylists during a shoot, meeting his clients’ needs when they go to his 17th Avenue (Devenish Building) studio or, even with just the thought of not bombarding social media and personal inboxes with post after post.
Moving from Art Central to 17th Avenue, he has certainly developed a good sense of what the fashion business in Calgary is like. “I started my company in Calgary because I saw a gap in the market, there aren’t a lot of designers here so there isn’t as much competition,” he honestly stated whilst everyone is supposedly up for the rivalry. The businessman isn’t afraid of it, he just sees this as an advantage rather than to pretend it isn’t – and that’s why you call him a businessman. •
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Even in a world wherein you are judged based on how many followers on Twitter you have or, how many likes on your Facebook page you get Goodwin begs to differ, “I always stress quality over quantity. I don’t have a crazy amount of followers but the ones I have are extremely supportive. I would way rather have 100 devout followers than 1000 followers that don’t feel strongly about the brand.”
industry yuppie walking down the streets of downtown in his suit, coffee in his hand wearing a hands-free crossbody bag. Or, meet his alter ego, the guy who is a kitchen-countertop builder who isn’t afraid to carry a trendier duffel bag with his tools but doesn’t fear getting gritty at the same time. At night, they can both be attending the same blacktie event, all sleek but with a certain je ne sais quoi – that is the Forge Apparel client.
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extremely fickle industry, you have to know about marketing, pricing structures, accounting, and everything else associated with business,” smartly put by the young entrepreneur.
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JOYCE’S CLOSET
The fashionista entrepreneur behind Tall Freckled Fashionista blog shares with us why her self-owned biz is not just any other online consignment store
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o date, there must be thousands of online stores that you can shop from. Designer, high-end, second hand, cut-rate – name it, the Internet has it all. Joyce Jebose, the face behind Joyce’s Closet is not new to the ever-growing online industry. She is none other than the Tall Freckled Fashionista, a prominent blogger in the Calgary scene.
What prompted her to start her business doesn’t stray away from her blogger roots. When her readers started requesting for her to sell her clothes, Jebose saw the opportunity to get rid of her bottomless pit of a closet. Like any other girl who wakes up staring at her closet full of clothes and says she has nothing to wear, the Malborough Mall stylist found that most of what is hanging in her closet still had tags on them or never been used -- that’s when Joyce’s Closet Consignment was born. Think of it as a free access to the fashionista’s trendy closet without breaking the bank.
PANTS Thanx Collection SHOES Marc Fisher
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It is not just Joyce’s closet that you can raid. Right now, there are about 25 other fashion-savvy ladies who are consigning their trendy goods to the store. As to what make Joyce’s Closet Consignment different from the rest of the world trying to do it, Jebose states, “We take the hassle out of consigning by going to the home of all our customers, dry-cleaning the clothes and putting them in our online store to sell.”
Another important factor for her business is the buyers. Unlike other online stores that have very difficult to website navigation, Joyce’s Closet’s site has a user-friendly interface. In terms of paying securely which is oftentimes a big issue in shopping online, the consignment store is 100% sure that their payment system is safe and effective. Once you have placed your orders, you can expect them delivered from 3-4 days if you are in Canada, 5-7 business days if you are in the USA and 10-15 days if you are UK-based. You are lucky if you are in Canada as they offer free shipping for orders over $100. If unsatisfied with any of your purchases, they also offer a competitive return policy. The psychology graduate is firm on her environment-friendly advocacy as well. She believes that, “Buying preloved is their contribution in helping reduce the negative effects that mass
producing has on the environment.” So, if you are a environmentconscious trendy fashionista, a woman of the world, a social butterfly who has a knack for shopping and looking for quality products but doesn’t want to break the bank, Joyce’s Closet is just one click away. •
ARTICLE by KD Faustino
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Good quality and affordable products are what Joyce’s Closet strives for. Imagine getting the first dibs on designer goods whether they are vintage, brand new or pre-loved. At this time, the store is selling from big time designers and brands such as Christian Louboutin, Coach, Kate Spade, YSL, Louis Vuitton, Marc Jacobs, Prada to high-end street brands such as J. Crew, Banana Republic, Guess and BCBG.
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NRT FASHIONS
The blonde bombshell designer with a creative dark side
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If you follow NRT’s Instagram account (@nrtfashions), you would be surprised to know that the designer known for her darker artistry can actually create something that is not black or leather. Sure, she has made clothes for drag queens to strippers but she has also, believe it or not, done pink cutesy grad dresses to a more sophisticated muted Christmas party gowns for conservative corporate
True enough, Nicole’s designs always turns heads and you will never have to worry about bumping into someone at a party with the same dress. Her passion for fashion and design have given her into about 18hour day but feels more fulfilled than sitting on an office desk for 8 hours. She creates everything from scratch and if you are an avid follower, you would think that this young designer/ entrepreneur doesn’t sleep.
Take for instance her early struggles in the business. Tomney’s determination and perseverance were seen at a young age when she had to juggle four jobs just to get herself on her feet and start her own business. Every penny she earned went to creating her own personal brand and now she is reaping what she sowed.
She is now her own made self-brand. It is not just her money or time that put her in the map -- the very modest designer is always willing to learn, “Everything I have done thus far in the fashion industry has been trial and error, I have never worked for a company in the fashion industry other than myself and I have gained all of my experience by trying to teach myself what the best decisions are for NRT.” Another secret to NRT’s success is being different and she has proven thatbeing unique is not always a downfall. In a city as conservative as Calgary, Nicole’s brand and designs have opened a whole new world. “I love creating a brand that is interesting to people and creates mental stimulation,” she is confident that people are more interested in the interesting. True indeed, the brand infamous for dark ambient music and statement pieces has kept us on our toes once again by showing us NRT’s softer side. •
ARTICLE by KD Faustino PHOTOS top left and middle by Niki Harrison top right by Emma Kopstein bottom right by Rozalind Ewashina CUTOUT PHOTO by PhotoArt4U
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And just when you thought she could never shock her audience anymore, she gives this interview to clarify that she has a softer side. She explains, “NRT is not about a specific look as I create garments for all types of people not just my usual ‘dark’ demine that I am known for.”
partiers. Like any great designer, Tomney knows how to make her clients needs and wants come to life without compromising her own style aesthetic. The Fashion Design College (Vancouver) alum explains that her designs are not always as they are perceived to be but are ALWAYS one-of-a-kind standout pieces.
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ritty, dark, somber would most often times be associated with the famous brand of Nicole Rita Tomney. When other designers focus on the norm, NRT’s runway shows are always out-of-this-world, continuously shocking audiences with her productions. Call it S&M or blame it on her obsession with Marilyn Manson, we all know that NRT gives us something to look forward to.
NRT Fashion’s instagram shots of her sketches and inspirations
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Make-up Artist Trena Olfert on why she is tired of women putting themselves last on the list
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e hear it all the time, “I do not have the time.” Believe it or not, even in this modern age of society, women still tend to put themselves last on the list and prioritize others before themselves. This is where Trena Olfert comes in. Sick and tired of the same submissive Stepford-like woman, Olfert is stepping up to make woman get in tune with their inner goddess through wellness, treatment and her main forte, make-up. Three and a half years ago, Olfert moved to Calgary and focused on being a make-up artist, describing it as “my avenue, my therapy, my release.” She finds fulfillment in transforming her clients for the better and enhancing their own inner beauty instead of being dictated by the norm. When someone looks in the mirror and sees a different and more positive light than their usual, Olfert knows she has done her job.
This entrepreneur is not new in making individuals feel good about themselves. In fact, she is a pro, running her former privately owned spa for the long span of nine years. It is obvious, Trena has a really big passion for empowering woman through educating them and enhancing their natural features and talents with tools and products. For her, women need to learn to express themselves and connect with their own sensuality and intuitiveness to maximize what they are innately and naturally given.
consists of six team members. This talented group of six are experts and pros in the wedding and beauty industry. They are the most sought after Make-up Artists for the Wedding Fair & Bridal Expo and are proud members of the coveted Calgary Bridal Association and BBB.
Apart from being pretty on the outside, Olfert and her team also give out workshops and seminars for “entrepreneurs and emerging leaders to take ownership of their lives, their careers or businesses and make an impact,” making sure that beauty definitely runs skin deep.
Her hard work is undeniable as Trena Laine Make-up Artist now
Trena working her magic on her clients.
award-winning make-up artist makes it look easy. “Use your street smarts and continue with the book smarts. Educate yourself to be a successful entrepreneur and go that extra mile. Get hungry for your dreams, your passions, the why, the cause. When all of this encompasses you, nothing can hold you back,” determined and passionate Olfert states.
ARTICLE by KD Faustino PHOTOS left and top by JessyBee Foto middle photo by fulleredge photography
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The BEFORE & AFTER results of Trena’s work.
While everyone else is having difficulty practicing what they preach, this
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But this renowned talent isn’t stopping there. Just like her philosophy in aesthetics, she believes that you should not only be good on paper but also need to be a nice person. “You can have all the talent in the world but how you develop and maintain relationships, serving your industries and clients, will keep business coming back,“ the veteran artist and entrepreneur shares. Olfert doesn’t shy away from friends or competition. In fact, she loves collaborating and would rather join hands than create a rift. And that is why; Trena Olfert is first on our make-up artist list. •
NUAGE 9
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The glamour of evening bags
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UAGE 9 was started in early 2010 by Hina Haq, “all for the love of bags,” with the aim of bringing a unique specialized collection of clutches to Calgary’s evening wear. After moving to Calgary from the Middle East, Hina realised no one in Calgary was focusing solely on evening bags, and wanting to bring something a little different to the fashion scene, she started NUAGE 9. “In order to push your brand forward one needs to know their ideal client.” The optimal client for NUAGE 9 are people deeply passionate about bags, people who know the worth and value of hard work and want to share what they love with their family and friends.
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For people just starting out in the
Good product pictures also add to enhancing views and most importantly, “resilience, passion, determination and most of all doing what you love and loving what you do.” NUAGE 9 currently runs out of a small studio located inside Hina’s home. All viewings are appointment based, which gives her the flexibility to work and take care of her three year old. Future plans for NUAGE 9 is to open a small shop featuring accessories from all over the world. • ARTICLE by Deja Leonard PHOTOS (clockwise) by Tony Chan, Michael Scott Vincent, Zev Abosh, Michael Scott Vincent, Ecole Holt School of Couture, Tony Chan, Megan Jolie and Tony Chan
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The biggest accomplishment for NUAGE 9 has been changing people’s perception about the evening clutch. It’s not just a glamorized purse that holds your lipstick; its an artistic addition to your outfit. “I have so many clients telling me how I changed their whole view about accessorizing.”
fashion accessory industry, Hina recommends good communication with prospective customers.“ NUAGE 9 is active on FB, twitter, Instagram.
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Fashion is forever changing, evolving, and reinventing. NUAGE 9 is here to show women accessorizing will never go out of style. “In order to enhance that perfect dress, they need that perfect evening clutch.” Investing in a good evening clutch will not only complement your look but will serve as a perfect addition to your stylish wardrobe. “The evening bags have personality that doesn’t go out of fashion.”
RIBBONS AND BOWS STUDS
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NUIT NOIRE WING EARRINGS
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DORI
When innovation and fashion meet
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hen it comes to experience in the fashion industry, Dorian Kominek (Dunkley) has got it!
On top of the fact that she has spent six and a half years in university studying marketing, business and entrepreneurship, Dorian also has worked in the industry for 9 years. She said that after a few years of importing jewelry that she would resell at the galas and events that she would host she knew that she wanted to create a jewelry and accessory brand with a unique perspective. “My ideal clients are mostly women who appreciate femininity and classic beauty blended with fun and innovation,” she said. And the crossover of classic beauty and innovation proves true in the pieces Dorian has created including glowing crystal earrings, touchscreen gloves and furry earmuffs that can play your music. Dorian used her education to her advantage – but everything she has learned about diamonds, gemstones, metals and alloys she taught to herself through research and discovery.
knows that the fashion industry can be fickle and even judgmental – but Dorian chooses to focus on surrounding herself with people who are striving for growth and constructive efforts.
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WINTER’S DAY GLOVES
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How did Dorian find her success? “Be determined enough to follow through, and be willing to make changes to your business model and vision if things are not working. Try long enough to give yourself the opportunity to succeed, but be genuine enough with yourself to know when to change direction if something isn’t working,” she said.
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Her unique knack for design came from art classes she had taken as a youth and the passion she had to teach herself absolutely everything she could. “I’ve always done things my own way, while at the same time respecting the best processes and techniques that the past has already perfected,” she said. Dorian added that she loves to learn, and jumps at the chance to collaborate when the opportunity is beneficial to everyone involved. It isn’t always easy though. She
Dorian is currently on Facebook, Twitter Youtube and just recently Instagram. DORI will be carried in boutiques internationally over the course of the next year, so keep your eyes out!
The ultimate goal for DORI is for the brand to be showcased in department stores. But for now, Dorian is excited to continue designing and preparing for 2015 which will include a wedding line, some signature items and a fun spring/ summer collection. •
ARTICLE by Deja Leonard PRODUCT SHOTS by Tim Nguyen LOOK SHOTS by Leo Deoni