Company/Designer Name: Anya Sushko by Anna Sushko

Designer Background Summary:

How did you get started?

An university degree in interior design and a desire to be an architect brought me to London, where I was accepted for a fashion degree at Central Saint Martins’s College where eventually I‘ve decided to be a fashion designer. I cut my teeth at Alexander McQueen’s studio in London, working on the haute couture line. With the encouragement of my university mentor, I later turned my hand to designing and producing high quality bags in my own name. When the ANYA SUSHKO brand caught the eye of fashion connoisseurs and received an exhibition invite at Paris Fashion Week, it was time for me to focus solely on my own signature line.

Why did you join Noblivity®? To gain exposure in the US market

How would you describe your design style, design signature and who is your targeted customer?

The strong silhouettes and well-accentuated shapes of Anya Sushko’s bags mirror my innate flair and passion for architecture.

I design for self-confident, fashion-forward women, with a vivid personality and strong individuality, who likes to stand out and what she chooses to wear helps her achieve that. The Anya Sushko woman is her own decision-maker and trusts her instincts.

What inspires you?

I take inspirations from everything and everyone, whatever catches my eye. In the past, I took inspiration from the human body, gothic architecture and the serene Baltic scenery, amongst which I spent my childhood, all reflected in the well accentuated structure and silhouettes characteristic of my bags

What obstacles did you have to overcome to get to where you are?

Below points reflect our current obstacles which we learn to deal with on a day to day life. These difficulties don’t just disappear within a day, at some point they get easier. Running a business is an ongoing process which hopefully improves through time in all aspects.

• I think most known obstacle in any upcoming brand’s life is financial side. I don’t have a sponsor/ investor, or funding behind me, so I have to think about how to support the business.

• All products are produced in London in our studio therefore our bags are quite expensive. Consequently, it makes it harder to find suitable clients who’d trust unknown brand and risk to buy the product at a higher price point.

• Competing in a saturated and very crowded market place is a challenge. On the PR front, we do everything in house and we are often thrown back by competitors who can afford the advertising we cannot.

• Dealing with factories, big / small quantities. Factories do not want to produce small quantities so as a small brand we are pushed either pay more or order large quantities or not work with some factories at all.

How did you overcome the obstacles along the way?

• Never seize to look for new opportunities. Work for other clients, brands, designers developing their collections which bring additional income. Applying for various grants.

• As we are London based brand and all handbags are produced here, we’d like to keep our production here and not move it to China, Spain, and Turkey to cut the cost. Nowadays, it is rare to have product made in UK, therefore this is one of the aspects why our brand is unique and special.

For this reason our product will always be more expensive. However we’d give discounts to our loyal customers, look for new stores and projects to participate in order to expand brand awareness and gain an invaluable trust from those who’d like to try our product.

• Participating in various charity events, give away free gifts. Invent interesting competitions through which people can learn about our product.

• Keep searching for useful reliable suppliers and build the relationships with existing ones.

Sometimes purchase large quantities of the additional accessories in order to maintain the factory.

What has been your greatest moment on your journey so far?

Seeing my collection exhibited at Paris Fashion Week, on the pages of the cult fashion magazines and above all, on the shoulders of women all over the world.

What has been the biggest change in your designs so far? I am trying to develop from complicated designs which were more haute couture than ready-to-wear to more basic, wearable shapes keeping the signature style.

What’s next for your brand?

Expanding and developing in all possible ways. Hopefully build relationship with US stores. If money were no object what would you do right now to promote your brand? I would employ a top notch sales team and showroom to place my product in front of the right buyers and press at every opportunity.

What are the best and worst things about bringing a product to market?

The best is seeing the idea conceived in your imagination come to fruition. Also addressing a customer need. Worst is the challenge to get your product in front of the right audience and being given a chance of exposure.

Describe your typical day?

Most of my day is taken by Designing and Crafting bags with my team in the studio. In the afternoons and evenings, I catch up with admin and with managing my business, I speak to my PR team, I liaise with customers, I make sure my website is up to speed. I do enjoy speaking to the Noblivity team when I have the chance!

What is your philosophy of life?

Do everything to the very best of my abilities and with passion. Never be sorry about what’s done and hopefully learn from my mistakes. Accept things I can’t change and move forward!

If you could do it all over again, what would you do differently?

As I was very ambitious straight after BA within few months I have started my own business. I would probably now start working for a well-known brand first, build my profile and then slowly move to start my own business.

When will you know you have made it?

When I see my product completely sell out and open Anya Sushko shops in cities like New York, Moscow, London, Paris etc etc.

Company/Designer Name: Eponymous/Amanda-Leigh O’Connell

Designer Background Summary:

How did you get started?

I worked in banking as a risk manager for many years – I have an Honours degree in Business Science – before moving towards fashion. In that time I was always experimenting with creative hobbies but only during a period of major change in my life did I make it my primary focus. After a few years of school, research, and planning I started Eponymous.

Why did you join Noblivity®?

I think that Noblivity is a wonderful way for our brand to reach new customers and markets. Noblivity is in essence about networks and creating connections, and any venture that seeks to develop these is great!

How would you describe your design style, design signature and who is your targeted customer?

My design style is definitely influenced by my first career – in that time I learned to appreciate both the masculine elements of tailoring and the subtle details that differentiate one’s often conservative working wardrobe. So there’s an element of restraint and minimalism in my design which I think suits leather, often considered an investment piece. But a touch of romance too because I always, always want my customer to look and feel beautiful.

My target customer is the woman who approaches fashion thoughtfully. I’ve found that for my existing clients age has been less of a factor, rather it’s the approach to fashion that has been important. If you see your wardrobe as an asset, if every piece that gets incorporated into your visual identity is approached carefully with consideration and you want stand-out investment pieces, Eponymous may be for you!

What inspires you?

Ideas, technology, the way society is developing. I’m very interested in the relationships between people, things. There is an incredible interconnectivity in life and I try to incorporate as much of that into Eponymous from design to the way the business is managed.

What obstacles did you have to overcome to get to where you are?

I knew nothing about anything! There was no pre-existing network to tap into, no ‘Guide to the South African fashion design industry’ to buy. I really had to start from scratch and build up my knowledge and skills in so many areas – from illustration to garment construction to supply chain management.

How did you overcome the obstacles along the way?

Initially I didn’t realise just how much my previous career would eventually help me, particularly with research and analysis. I also went to school, bought some great books, I engaged with local technical universities and organisations, freelancers, online forums – I carried on searching until I found people who know more than I did to teach me.

What has been your greatest moment on your journey so far?

Showing my first range! Eponymous is entirely my creation – it did not exist before and now there’s a brand, with products and a story. That point when I had my first range, the first tangible evidence of years of learning, planning, preparation, and work, was a very special moment.

What has been the biggest change in your designs so far?

I’m trying to create a mix between investment classics and new shapes. The first range was more commercially orientated but I’m moving to create leather pieces that are more unique and interesting, without sacrificing wearability and longevity. And definitely more minimalism to come.

What’s next for your brand?

We’re experimenting more with combining leather and other fabrics, we’re launching a small handbag range early next year to accompany our leather pieces and we’re also incorporating some basics – like silk shirts. The latter is really about providing our clients with options that are specifically created to accompany our leather pieces – with respect to fabrication, lines and proportions.

If money were no object what would you do right now to promote your brand?

I would expand the range a little – we still do 7-8 pieces a season – and then get on a plane and go to some of the best trade shows around the world. And send samples to every showroom I could, too.

What are the best and worst things about bringing a product to market?

The best is the creative process where you have to consider all the elements of a fashion product – concept, materials, construction, finances, deadlines – it’s like an enormous puzzle that you have to solve to make it work. The worst, or at least the scariest part, is just before the release of your range, when you realise that even though you have done your best you have no real control over how the range will be perceived and bought. Your fate rests entirely in the hands of others!

Describe your typical day?

First news – politics and business, in that order – then social media updates. Followed by some planning and jotting down of new ideas. Then it’s checking emails, and after that…. depends on schedule! Being a small manufacturer every aspect of the business rests on my shoulders, from design to logistics to marketing. So my day is either office/studio bound where I tackle tasks as they’ve been prioritised on my project plan or I’m on the road meeting people in the industry, sourcing, visiting private clients, etc. Fashion is anything but glamorous 99% of the time!

What is your philosophy of life?

I think that we all have a personal relationship with the world, what we need it do for us and what we need to do for it, but we all do need to be productive. I’m always striving to create excellence, to share knowledge, to encourage and to show compassion. It’s a big reason why I started Eponymous; I wanted to shape the world around me in very particular ways and I couldn’t do that working for big corporate banks.

If you could do it all over again, what would you do differently?

I would have started sooner, transitioned from the research to the implementation faster. So much is learnt from doing that I think I could have made more progress sooner. I would also have taken more risks with design earlier on, I think I’ve erred towards being safe and so I’m very excited about the future – I’m going to push (my!) boundaries even more.

When will you know you have made it?

Ultimately, Eponymous needs to consistently combine the creative and financial to be sustainable. If Eponymous is still around in 10 years time I’ll have made it!

Company/Designer Name: Jocus Joyas/ Juliana Otálora

Designer Background Summary:

How did you get started?

I started taking jewelry classes 7 years ago, first making jewelry for myself and little by little I fell in love with jewelry making, with the art of transforming metals into jewels, being able to create objects, to materialize my ideas, and to become skilled working with my hands. That made me realize that I wanted to turn my passion into a life project.

Why did you join Noblivity®?

I think is a great idea to help new designers to open up new markets. There´s a lot of talent, but it is not always easy to have the resources to be able to get into international markets, this is a good way to do it.

How would you describe your design style, design signature and who is your targeted customer?

My design style is very feminine, Jocus aims to connect with women´s taste for jewels, making them feel beautiful and unique. That´s why I try to innovate through different lines and designs. My target customers are women for whom jewels are part of their style, women who search for exclusivity , that’s why the production of each Jocus piece is limited. I design for women that appreciate the fact that someone dedicates time and energy designing and making the jewels that they are going to wear.

What inspires you?

Nature, as a way to connect with the world around us, and use earth´s beautiful natural resources in a sustainable way

What obstacles did you have to overcome?

More than obstacles I see them as opportunities, I’ve had to learn about how to create a company. I´m still learning about the business side, as I´m more used to design and production. Marketing is new to me, that´s why systems like Noblivity are so important.

How did you overcome the obstacles along the way?

Learning from each one of them, analyzing why they happen and what changes I need to make to overcome them.

What has been your greatest moment on your journey so far?

When I see people really enjoying wearing my jewelry, is a great moment every day. A specific example was going to one of the most important fashion fairs in Latin America, Colombiamoda 2011, and seeing the stand with my jewelry. The most recent was seeing models wearing my jewelry on the runway at the fashion show of an important Colombian designer.

What has been the biggest change in your designs so far?

I have started to work with new materials that I hadn’t worked with before. I respond to my customers preferences, I have to be open- minded and able to make changes and try new things.

What’s next for your brand?

To consolidate my position in the Colombian market, and to open new opportunities in international markets.

If money were no object what would you do right now to promote your brand?

I would like to participate in fairs around the world, and to open a store in Bogotá.

What are the best and worst things about bringing a product to market?

The best is watching customers when they like my designs and are excited about trying them on, especially when they are faithful clients who are looking forward to seeing my new designs. The worst is finding new markets which requires a lot of patience.

Describe your typical day?

Each day is different, there are some days in which I work in the workshop, others where I visit clients and try to look for new customers, and others where I keep my administration up to date. Its critical to maintain a balance.

What is your philosophy of life?

Try to be happy and to help other people. One of my main goals is to generate work, to be able to help other people in their professional development as well as in their personal development. Just as I discovered that jewelry is my passion and what moves me every day, I try to help others to discover the same passion and joy and love for their work.

If you could do it all over again, what would you do differently?

I would have started much earlier, I would love to be further down the road right now.

When will you know you have made it?

When my brand is recognized throughout the Colombian national market, when I have international clients who appreciate my work and the quality of my jewelry. When I have too many orders, then I´ll know that I have made it.