Designer/Company: Catherine Borzym/Kiwi Avenue Jewelry

How did you get started?

I have always been passionate about art- living, breathing and creating art during almost every moment of my day. Learning the techniques from both my mother and my aunt helped me on my creative journey.  I never would have thought that a handful of beads I received as a 13^th birthday present would have had such a profound impact on my life. By the age of 16, I started selling my creations to friends and family, and continued to casually design jewelry all through high school.  My freshman year of college would prove to be one full of many opportunities for my burgeoning business.  Through connections my family had established through another business venture, I was able to sell my work at the National Art Education Association. The National Art Education Association is an event consisting of over 1,500 art teachers ready to critique my work. To my surprise, the art educators loved my work and were very impressed with my design skills, as well as my branding and sales abilities.  This wonderful boost of encouragement resulted in my decision to declare a double major in both Small Business Entrepreneurship and Marketing. My professors at North Central College really inspired me to continue with my passion and to continually challenge myself. I learned the ins and outs of running a company and infused Kiwi Avenue into my class work- market research project, business plans, new product development etc.

Why did you join Noblivity®?

Joining Noblivity provided me with an opportunity to expose my passion and love for the art that I create.  Noblivity not only allows me to showcase my Kiwi Avenue designs, but it also provides me with the opportunity to connect with boutiques from all over the world.  I think a major obstacle to a business is exposure and finding a foothold, and Noblivity offers entrepreneurs an effective alternative to traditional promotion. 

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

Design Style: I enjoy creating an eccentric collection by combining various colors and textures into a multitude of different styles.  My Kiwi Avenue designs incorporate semi-precious stones that come from all over the world.  One fantastic element that distinguishes my designs are the various pewter elements that are incorporated into each of the designs.  Our designs incorporate bold color schemes and inspiring designs, perfect for women of all ages.

Design Signature: Our current signature design is the long loop necklace.  This asymmetrical piece perfectly embodies the spirit of Kiwi Avenue.  Our goal is to provide jewelry that is fun, and a little bit wild, but also meshes well with a formal and professional environment. This particular style necklace seems to be very popular with our customers because it looks wonderful to layer with other pieces, making it both versatile and functional.

Target Customer: Our target customer is a trendy, middle or upper income, sophisticated, environmentally conscious woman.  She also recognizes quality, style and value.

What inspires you? I have been collecting magazine articles and fabric scraps for years and have compiled these treasures into an idea book.  The pages consist of various architectural elements, natural fibers, bold graphic patterns, fantastic color palettes and animal print home décor.  Every season I add to my design book for inspiration. I have archived photos I have taken over the past years into a folder on my desktop called “Inspire Me.”  Photos of tiny animals, wildflowers, insects, antique barns, are a few of the categories within this folder.  My favorite thing to photograph is a donkey that I call Jack.  His coat is made of so many wonderful earth tones.  Whenever I design a new piece, I look at the many wonderful photos I saved and create jewelry that encompasses those elements.  In order to create any type of jewelry I must have my music playing in the background.  With my music playing loudly, and sometimes singing along, I am able to relax, and not overthink the design process.  I find that if I think too hard about designing the jewelry it tends to turn out bland and uninspired.

How did you overcome the obstacles along the way?

1. My age makes some people believe that I do not have what it takes to effectively and efficiently run a business.
I believe that my business acumen, product design and marketing materials really impress the people when they see my work.  The conversation then turns into what a wonderful job I am doing, and to continue the good work.  I have worked hard to learn as much as I possibly can in college which has created many opportunities, such as joining Noblivity. I have poured my heart and soul into my brand and am constantly researching and learning new techniques to take Kiwi Avenue to the next level.

2. Being a woman and not being taken seriously.

Especially when I tell people that I have started a jewelry business, the word “craft” will normally come into play.  They will then proceed with, so what will your full time career be young lady?  In order to overcome this I dress professionally and when I talk about all of the technological aspects I wish to integrate into my Kiwi Avenue business model, people seem to change their thoughts about me. I have successfully created a wholesale catalog and LookBook and both can be added to my repertoire.

3. Trade secrets came into play when a close friend of mine decided to duplicate my business model.
Long story short, my friend duplicating my business has really helped me become a strong business woman.  I now keep all of my trade secrets private, just as they should be.

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

Walking across the stage at North Central College graduating with a double degree with my logo proudly displayed on the top of my graduation hat, and my Kiwi Avenue jewelry worn over my gown.  I walked down that stage with great pride in my kiwi green high heels.   I had created a brand, designed a logo, created business cards, designed and created a website, wrote a business plan, developed a market research survey, developed product people seemed to love, sold my work in over 65 events, and debuted in two boutiques all by the time I had walked across that stage at age 22.  

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

My brand originally began with glass beads and base metal components purchased at local craft stores.  I used to hand cut my jewelry tags and I didn’t have a brand. Now my Kiwi Avenue designs not only use higher quality materials such as semi-precious stones, sterling silver, pewter, and fabric.  I have also developed a few unique styles I have stuck to.  My designs have a more polished look and style to them.

What’s next for your brand?

My goal is to build an online community through social media for both my blog and my website.  The goal is to create a fun and interactive environment for my customers.  Introducing a Kiwi Avenue Wedding Line is in the near future.  I have actually already helped create jewelry for a handful of brides already including bridesmaids gifts, jewelry for the bride, coordinating jewelry for the bridesmaids and wedding favors.  Coinciding with that our plan is to create more items for gifts- wine glass charms, bookmarks etc.  We will also be adding new textural elements to our designs as well- fabric. Fabric has so many wonderful textures and colors and will look wonderful on headbands, necklaces, and possibly even wine glass charms. Last but not least, customizable stamped pendants will be introduced to necklaces, charm bracelets, custom earrings etc.  We have test marketed the product on a small group of individuals and it seems to be a real success so far!

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

I would promote Kiwi Avenue through more traditional avenues such as blogs, Facebook, Twitter, and Google AdWords to start with.  I would then take a unique approach and move through to QR codes, Moving Billboards, Blog Sponsors, sponsor an event and give away a free tote bag and a pair of earrings, and finally I would love to create a Kiwi Avenue themed jewelry truck.  This would provide people on the street the opportunity to interact with our brand in a unique and exciting way.  Creating a memorable experience that will make them want to spread the word of Kiwi Avenue to their friends and family.

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

Best: Gaining ideas from my idea book that then turn into scribbles on a sheet of paper which then turn into a tangible product is just such an amazing feeling.  I am able to do everything from start to finish.  Design, create, finish, add marketing materials, price, create gift packaging, and top it off with a folded business card featuring my kiwi avenue logo, examples of my work and contact information.

Worst: Kiwi Avenue is constantly on my mind, which can be bittersweet.  Every time I am out shopping my wheels are always turning and discovering how the elements can be used for designing, organizing, packaging, or promoting Kiwi Avenue.  So my brand has essentially seeped into my everyday life.  It’s sometimes a real challenge to separate my personal and business life.

Describe your typical day?

I try to make the everyday tasks I have to accomplish more interesting by writing them on decorated papers or drawing pictures on them.  I feel I am more likely to do something more efficiently if it is neatly organized, color coordinated and pretty.  The nice part about owning a creative business is that my days do not have to be a print of the day before.  I can create some wonderful new pieces of jewelry one day, the next day visit a couple local boutiques, and the following day, attend a social media conference.

I try to interact with my Twitter and Facebook friends for a bit everyday, but I am still getting in the habit of doing that.  Other daily events include: ordering supplies, photographing my work, emailing a customer, calling previous clients, contacting an event coordinator, redesigning my website or researching about the jewelry market and business.

What is your philosophy of life?

I try to find the beauty in the mundane in life.  I find just as much inspiration in Jack the donkey as I do in a sunset.  The majority of life is made up of the simple things, not the exceptional, and I find it more rewarding to bring out the beauty in those often overlooked things.

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

While I don’t have many regrets, trying to start a business and attain a double degree in college was a near insurmountable challenge.  Often times I would skip schoolwork or social events, sacrificing friendships and my education.  If I could go back I would try to find a more effective balance.  I think that if I had settled on one degree, or maybe dialed back my business a bit, I would have had an easier time of it.  But I am very happy with where Kiwi Avenue is today, so in the end, I don’t think I would change too much.

When will you know you have made it?

While I am selling my jewelry, at art shows, farmers markets, or other exhibitions, occasionally I will encounter a repeat customer.  When I see them walk up with jewelry they had previously purchased from me, it is an altogether surreal experience.  At some point I hope I can walk down a busy street and see strangers wearing my designs.  Then I will truly know I have ‘made it’.  That kind of recognition is the best reward an artist could ask for.

Company/Designer Name: Fitlips/Fernanda Lazzaro

Designer Background Summary:

How did you get started?

When I was working in television I hired a talent manager who introduced me to a turnkey “mineral” cosmetics line, for which I just had to add my name.  I liked running my new small business, but I did not believe in the product because the ingredients were synthetic and the packaging was plastic and not unique.  I realized how important it was for me to believe in what I sell.  I’m a terrible liar.  And so I began research and development for Fitlips.

Why did you join Noblivity®?

I want to expand my company into the United States and Noblivity seemed like the best avenue.  It has many boutique shops on its roster, and I like the person to person contact.  Noblivity seems to really care about its clients.

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

I would not consider myself a designer, but my products reflect who I am.  I try to live a natural life. I try not to waste too much.  I reuse as much as possible.  My target market is the boutique shop where ma and pa still work. Its customer is the independent female who is happy with her body, takes care of her health, and respects her environment.

What inspires you?

This may sound quirky, but nature inspires me.  I was born and raised in Toronto, a concrete jungle.  I now live in the countryside and I fell in love with the fresh air, trees, the sound of goats and chickens… I appreciate my surroundings and I want to make sure I create a product that will not deplete what nature has to offer.  

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

It was interesting how easy it is to make any product, but it’s not easy to make a 100% natural product with eco responsible packaging.  It took me two years to find all the necessary outlets that would allow me to create only the best.  I wanted to be true to myself and it was worth the effort.

How did you overcome the obstacles along the way?

I overcame the obstacles with lots of patience and research, research, research.  I asked a lot of questions along the way and made sure I covered all angles. 

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

The greatest moment was getting Fitlips in my first stores, but another great moment was when the stores re-ordered!

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

My first tins were rounder and sleeker, but I found them difficult to open at times.  I now use screw-top tins, which fit the same amount of product, but are much easier to open and close.

What’s next for your brand?

I love lips.  I may add more flavours, or just create more lip-related products.

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

I tried to think of ways that cost little or no money to promote: Facebook, gift bags and blogger reviews, for example; however, if money were no object, I would create a traditional campaign with print ads and TV commercials.

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

The best is when my clients are pleased and in turn their customers are happy.  The worst is not being prepared.  I once had a few stores waiting for product and I had none in stock, not anticipating the demand.

What would you attempt to do if you knew you could not fail?

Fail?  What’s that? J

What is your philosophy of life?

I wish it were Live in the Moment. I try…I really do.  So, my motto is to appreciate everything I have, even those nasty spiders because even they serve a purpose. (Okay, maybe not the spiders.)

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

I wouldn’t change a thing.  All the confusion and questions, sleepless nights, terrible business plan…all lead me exactly to where I want to be.

When will you know you have made it?

I am so happy.  I believe I have made it.  I just want to hear more and more people tell me how great their lips feel because of Fitlips.

Company/Designer Name: Jennifer Ouellette

Designer Background Summary:

In October 1996, after working with milliners in London and New York, Jennifer Ouellette created a company in which she is now proud.  Today, the beautiful and meticulous details that set Jennifer Ouellette’s designs apart are responsibly produced in her private studios located in New York City and Santiago, Dominican Republic.

Jennifer’s sense of design began during childhood days spent in her mother’s vintage clothing store in St. Louis, Missouri.   She continues to combine her passion for vintage fashion with her modern New York City style.  Using her needle and thread as an artist uses pencil and paint, she applies her manual sewing techniques to her millinery sculptures with loving detail.

In 1999, she was granted a US patent for the development of a unique headband design and construction, which greatly increases comfort and value.

Her sustainable approach to her design proves she is a recycling artist. “I get creative when I start to clean my studio, reinventing our scraps is my expertise.  I am content when we have zero waste.”

In February 2008, her City Scape Headpiece was selected by her mentor to be included in his exhibit, Hats: An Anthology by Stephen Jones, which opened at the Victoria and Albert Museum in London.    The V&A touring exhibit will open in New York City September 2011 at Bard Graduate Center.  Jennifer Ouellette is also the inspiration for the character in the upcoming feature “Half the Perfect World” to be released Sept 2011.

Jennifer Ouellette’s work is included fashion’s best periodicals around the world and her loyal customers demand more than shallow trends to compliment their style.  Her designs are full of vitality and innovation, with inspirations from history, science and nature.

How did you get started?

With 20 bucks and a photo booth I modeled my own creations for my first photo shoot. After a few years of working in fashion in NYC and London I decided try things my way.

Why did you join Noblivity®?

Nobilivity is building a new future for fashion retail on the internet.  Its perfect for my business because of its focus showcasing small designers for special boutiques.  I am interested in collaborating with Noblivity in order to share my art with more US clients.

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

My signature style is new but nostalgic, witty and smart, clever and useful.  My designs are tastefully pretty with modern turbans, girly bows, petite toque silhouettes, cozy earmuffs, big brims for sunning.  For the guys it’s sophisticated class with vintage appeal.

What inspires you?

People who follow their dreams and never give up.

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

Obstacles usually require change. I have learned to embrace change.  Its hard to do but life is always changing.   Quick acceptance of the challenges of change opens more doors to positive experiences.

How did you overcome the obstacles along the way?

When I think I’m out of patience I look for more!!

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

Seeing how my product makes people happy across the globe!!

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

My customers are very loyal and their taste has become more sophisticated each season.  They love the styles with handwork and details!  They already own our basics and prefer to continue collecting our more detailed styles.

What’s next for your brand?

I would like to have many of my own stores and include a line of bags, shoes, and dresses

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

1. Graffiti Times Square with mosaics of headwear.

2. Make a documentary on the millinery craft and my journey to keep it alive!

What is your philosophy of life?

Creativity is a magical gift.  Do everything with a positive mind and spirit. Do what you love, love what you make.

When will you know you have made it?

I am making it ~ a way of life!

Company/Designer Name: Ludmila Corlateanu: MADE FOR SUPERGIRLS

Designer Background Summary:

How did you get started?

In 2007, after my graduation from Istituto Marangoni Milano and a short stage in Milan, I decided to come back home and start my own label.

Why did you join Noblivity®?

To gain more exposure among buyers.

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

The style of my collections could be described as minimalistic, feminine and elegant. My customer is mostly over 30, engaged in all sorts of activities “supergirls”.

What inspires you?

I get my inspiration from my travels, from people I get to know and from my favorite era, the ’60.

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

The obstacles are still there. The crisis made it more difficult for young designer to get to be known to a larger audience. The beginning are always hard, it is as if time is putting you to the test, to see if you’re in for passion. I’m in for passion, I have a gift of making beautiful dresses, and I intend to explore it.

How did you overcome the obstacles along the way?

Just by simply doing what I do. Giving up was not an option. Little by little the number of obstacles are getting fewer and opportunities are coming in.

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

I don’t think in terms of greatness. My main goal is to make every season an even more beautiful collection.

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

I recently added a Premium line of evening silk gowns in addition to the day dresses I produced from the first season.

What’s next for your brand?

The next is new collection and next exhibition at Who’s Next Paris trade fair.

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

I would show my collection at Paris  Fashion Week.

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

The best is  the worst at the same time: the reaction of the consumer. You can’t guess it.

Describe your typical day?

I wake up at 07.00, have breakfast with my 1,5 son, then go to my atelier, where either make new designs and patterns or look into things that need to be done for production. My jobs is still more about logistics and collateral activities that design itself. At about 16.00 I come back home, to take care of my son, but my working day continues at the computer until late hours.

What is your philosophy of life?

Make your dream come true and then help others.

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

I would probably start my business sooner.

When will you know you have made it?

I am a very calm person and to me the journey is more important that the destination, so I prefer to have a series of well done things.  If I can help other people while doing what I do, I am more that pleased with the result.

Company/Designer Name: UNSTITCHED UTILITIES/Kevin Crowley

Designer Background Summary:

Military, architectural, deep sea, transportation, sports, environmental.

How did you get started?

Designing deep sea diving suits.

Why did you join Noblivity®?

To get 21st century upgraded exposure.

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

21st century, environmentally conscience, reflecting sustainability, classic retro with a twist. Our customer is like minded.

What inspires you?

Cradle to cradle product. This is our ultimate goal for sustainability.

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

Production methods and an overall understanding and awareness of the limitations of our environment.

How did you overcome the obstacles along the way?

Teaching via words, actions, and product.

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

Being featured in METROPOLIS magazine.

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

Discovering new materials other than TYVEK which are environmentally friendly.

What’s next for your brand?

Belts, bags , and clothing.

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

Start a library and school featuring environmentally friendly materials, production methods, and designs.

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

Making environmentally friendly materials appealing to the fashion market.

What would you attempt to do if you knew you could not fail?

Teach the above concepts to preschool and elementary school children.

What is your philosophy of life?

Don’t take that which you can’t give back.

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

I’d wish we could have formed the above concepts earlier.

When will you know you have made it?

We have made it. The fact we’re acknowledging the problem and designing to help eliminating it is making it.

Company/Designer Name: Inatanka/Ana Cerde

Designer Background Summary: I started designing as a hobby with my daughter two years ago. When I realized that lots of people loved my designs, I decided make the leap to the professional world. Now I’m happy and proud of  all the way I have traveled.

How did you get started? I started in summer 2009 with my daughter, Blanca, designing a small collection to satisfy our creative impulse.

Why did you join Noblivity® ? I think it’s a good way to introduce my brand in the USA!

How would you describe your design style, design signature and who is your targeted customer? I undertook the challenge to designing a unique and personal jewelry collection.  My aim is to offer a change for woman to add casual, simplicity, elegance, personality, functionality, all targeting different possibilities to combine the same piece.

What inspires you? I’m inspired on our warm Mediterranean sunsets, when my eldest daughter Blanca and I -in summer 2009- took the initiative, to create INATANKA .

What obstacles did you have to overcome to get to where you are? I found some obstacles: the big crisis, the difficulty of combining the facet of three kids, motherhood and the professional designer side …

How did you overcome the obstacles along the way? My enthusiasm and conviction for the project make obstacles a small battle easy to overcome.

What has been your greatest moment on your journey so far? My best moment of my project is now, because after a small difficult moment, now I’m full of energy that fuels my creativity and my ideas

What has been the biggest change in your designs so far? My designs and collection have been changing  and improving slowly.

What’s next for your brand? My current project for my brand is opening markets around the world, and my future project for  my collection is designing new complements.

If money were no object what would you do right now to promote your brand? Make an advertising campaign worldwide, and travel around the world to inspire my new collection.

What are the best and worst things about bringing a product to market? The worst thing: is quite difficult in this economic crisis moment. The best is to feel proud seeing my project growing up.

What would you attempt to do if you knew you could not fail? I will do the same at I’m doing, because I ‘m trying to do my best.

What is your philosophy of life? Live and let live. The happiness is during the road that takes you to your goal. In every difficulty you can find a positive thing.

If you could do it all over again, what would you do differently? I will do the same way, because in every difficulty I have learned positive things that lead me in these magical moments.

When will you know you have made it? I’m always learning about my actions and my mistakes, so I will continue to always learn.

Company/Designer Name: EwelineB/Ewelina Barlak

Designer Background Summary:

How did you get started? My career as a designer took off when I found myself a finalist in the 2006 Young Polish Designers contest. It was not an easy road but my passion for my work, and my business partner Beata , helped me to see through the many difficulties.

Why did you join Noblivity®? I like Noblivity’s philosophy.

How would you describe your design style, design signature and who is your targeted customer? Light and subtle, classical and elegant, made to show off the womanly curves. Our clients are independent women: decisive, firm in their beliefs and sure of their own strengths and womanhood.

What inspires you? My inspiration comes from the life itself. Every experience, everything I see and have contact with in the course of the day, everything that surrounds me brings forth new ideas for my collections.

What obstacles did you have to overcome to get to where you are? The greatest obstacle was to convince and show the world that I can be a great designer. I am still fighting for the acknowledgement of my work, but I think I am on a good path.

How did you overcome the obstacles along the way? With patience and endurance, as well as confidence in my own talents and skills.

What has been your greatest moment on your journey so far? My debut on New York fashion week, September the 16th, 2009 with SS 2010 collection 

What has been the biggest change in your designs so far? The basic design has not changed, but the quality and quantity has – there are more collections made.

What’s next for your brand? I am pleased with our expansion into the U.S. market.

If money were no object what would you do right now to promote your brand? Product placement, commercials, PR, fashion shows, trade.

What are the best and worst things about bringing a product to market? The best: It is beautiful to experience, how many people love your design, the worst: rather are difficulties when you are building a new brand.

Describe your typical day? From the early morning hours I work in my atelier listening to my favorite music; I make the clothes patterns and I do the sewing and think about the constructions of my new models. At the end of the day I watch some movies or read a good book.

What is your philosophy of life? Give your all, be in balance with yourself, defend your own dreams, do not give up, believe that you can conquer whatever stands on your way to happy and successful life – this is my philosophy.

If you could do it all over again, what would you do differently? I would not change a thing. I am satisfied with how things are.

When will you know you have made it? When I will be independent enough to do what I want, when I want.