Ten Minutes with Jules Reid

What’s a girl to do when her wanderlust (and empty closet) is thwarted by a dearth of vacation days? Thanks to Jules Reid now you don’t have to actually be a modern gypsy to look like one.  Whether you’re planning to rock the Casbah or the staff meeting, vintage shapes that reference both Lily Pulitzer and Carrnaby Street in an array of souk-worthy fabrics will ensure your look always translates as gorgeous. Here’s more from Jules Reid . . .

Oligoville: In five words or less, Jules Reid  is. . .

Jules: Fashion is passion.

Oligoville: How would you describe your ideal customer?

Jules: A “gypset” girl, a gypsy-like girl with classic style. Someone who is familiar with vintage designs but loves a modern look. Bohemian but preppy and sophisticated all at once.

Oligoville: How’d you end up as a designer?

Jules: It has been my dream since I was in my early 20′s to have my own label. I have studied fashion and prints and trends in every spare moment that I have had.

Oligoville: Can you talk a little about your motto “fashion is passion,” what does that mean in terms of your work, your life, etc.?

Jules: I am so passionate about fashion. It is a way that you present yourself to the world, every day that you wake up. It shows through to your attitudes about life, religion, and even your religious beliefs.

Oligoville: Who and/or what inspires you?

Jules: David Hicks and Emilio Pucci.

Oligoville: What’s 24 hours like in your life?

Jules: Eight hours of family, eight hours of design work, and eight hours of sleep!

Oligoville: What’s in your closet? What are you wearing right now?

Jules: I have on a Jules Reid maxi dress as I type, but in my closet is Pucci, Chloe, Lanvin, Tracy Feith, and J. Crew.

Oligoville: What’s in your bag right now?

Jules: My black notebooks of ideas, my 2010 silver Barneys agenda, my makeup and my iPhone. Oh, and my Buba wallet.

Oligoville: Tell us about some unexpected setbacks you have faced since starting your business and what you learned.

Jules: Hiring a PR firm early on may not be the smartest thing to do. The brand needs to grow organically and take hold through word of mouth. Press will come.

Oligoville: What has been the most rewarding part of your career?

Jules: Seeing women get so excited about their Jules Reid purchases.

Oligoville: Tell us where you expect to see your business in the next five years.

Jules: I hope to be a household brand name, a name that most people recognize.

Oligoville: Any advice for aspiring entrepreneurs?

Jules: Take it one day at a time, and believe in yourself.

Oligoville: What’s on your playlist right now?

Jules: Dave Matthews, Coldplay, and Natalie Merchant

Oligoville: Any last words?

Jules: Every day is a gift that should be taken to its highest level.

Ten Minutes with Sandee Shin of A(r)mor Jewelry

With apologies to Quentin Tarantino, sometimes “going medieval” can be a very good thing indeed. Take Sandee Shin’s A(r)mor Jewelry, which—thankfully—is a far cry from the bulky, clanky, not to mention crazy heavy armor of old. Instead delicate loops of chain gracefully hug a shoulder or frame a clavicle just in time to show off the (hard-won) results of all those bicep curls and shoulder fliess you’ve spent all winter perfecting. Keep reading to find out how a rummage through Sandee’s junk  drawer left us all with a chance at (sorry, I have to do it!) a night-in-shining-armor.

Oligoville: In five words or less, A(r)mor Jewelry  is. . .

Sandee: Sexy, tough, elegant, and fresh.

Oligoville: How would you describe your ideal customer?

Sandee: To be completely honest, when I design my collection, I design for myself. If i don’t wear than I won’t make it. I keep that in mind with each and every piece. I am confident in what I like and dislike.  I am not afraid to experiment with new things. I am always looking for something new. This is how I would perceive a woman who likes to wear A(r)mor. She is a confident woman who isn’t afraid push boundaries.

Oligoville: How’d you end up as a designer?

Sandee: I studied graphic design and dance while attending school in Los Angeles. I favored minimalist European design while working on design, and became very aware of body movements from practicing various forms of dance. These two elements combined became a big influence on my jewelry.

Oligoville: How/when did you launch your brand?

Sandee: I started the line back in May of 2009. I am a strong believer in accessories. My daily outfit is kept very minimal and simple, but I always use accessories to finish my style. I had this drawer full of jewelry that I hadn’t worn in a while because things were broken or pieces were chipped. So one day I just decided to go through it, and see what I could salvage. I just started to mix and match the materials. After that, I was hooked. I never had any formal training in jewelry making; everything up to now has been a trial and error thing for me. But I’d like to think of that as a good thing. It makes all that hard work and the end result worth so much more.

Oligoville: Can you talk about the concept of jewelry as armor that you play with in your work?

Sandee: When people went to battle in the old times, each piece of armor was put on in a specific way to protect themselves. The same concept can be seen in A(r)mor jewelry with a slight twist, The pieces from the collection require some concentration when putting on, just like when suiting up. You carefully wear A(r)mor as a precious piece, just like battle armor would protect a precious life.

Oligoville: Who and/or what inspires you?

Sandee: Everything. I know this is very broad, but it’s very true. I get inspired from watching movies, listening to music, people-watching, the world really is my oyster.  I am constantly doing research or finding influences for my next pieces. I try not to limit my thinking to just fashion, but to think of it as art. Living in a place like NY, you get influenced by so much on a daily basis. There is so much life here that it’s hard not to be motivated. Having that constant push and keeping myself on my toes is what helps me to go beyond.

Oligoville: What’s 24 hours like in your life?

Sandee: E-mails, web surfing, meetings, e-mails, phone calls, making pieces.

Oligoville: What’s in your closet? What are you wearing right now?

Sandee: A lot of shoes and jeans. I am a strong believer in good basics and a few key pieces, like Margiela, A. Wang, Acne. Right now I’m wearing a stripped Alternative  Apparel thank, Elizabeth and James army jacket,  denim harem pants, and of course, the FRENGE necklace.

Oligoville: What’s in your bag right now?

Sandee: Camera, notebook, sketchbook, about five pens, two wallets, sunglasses, iPod, phone, lip balm, hand lotion, and reading book.

Oligoville: Tell us about some unexpected setbacks you have faced since starting your business and what you learned.

Sandee: Before starting A(r)mor  I worked in the corporate world of advertising as an art director. I acquired a lot of skills from that job that I was able to utilize while trying to promote A(r)mor.  When I was working with clients, the main thing, of course, was to please the client. My opinions didn’t always matter. Sometimes things were created that I wasn’t always proud of. However, having my own business now, my opinions always matter, and I am 100% behind my pieces. I will admit that the hardest thing for me was probably putting myself out there so openly. You can’t be shy about your brand. You have to be a strong representative. You are your own brand.

Oligoville: What has been the most rewarding part of your career?

Sandee: Knowing that I started this business from the beginning on my own. I don’t have any vendors that work for me. I design everything and hand-make each and every single piece that is made.

Oligoville: Tell us where you expect to see your business in the next five years.

Sandee: I have a few upcoming projects coming in the near future. As far as in five years?  It’s hard for me to say specifically. I just know that I am not done anytime soon. I have a lot of things still to come. For now, I am just taking this one day at a time and trying to continue to let A(r)mor grow.

Oligoville: Any advice for aspiring entrepreneurs?

Sandee: Just go for it. If you’re really passionate about what you’re doing, you will pour everything you’ve got into it. Sometimes you fail, but when you succeed, oh man, that victory tastes so sweet. The only person who can stop you is you. You really are your own worst critic.

Oligoville: What’s on your playlist right now?

Sandee: Vampire Weekend, Plastic Beach by The Gorrillaz, Air, Death Cab for Cutie, The Kills, People Under the Stairs.

Oligoville: Any last words?

Sandee: Thanks to Oligoville for featuring A(r)mor, and I I promise you, that there will be a lot more to com. Don’t sleep on it.

Ten Minutes with Ardistia Dwiasri of Ardistia New York

Just one look at the Ardistia New York collection, and you might guess that Parsons grad Ardistia Dwiasri knows a thing or two about engineering. From origami-esque pleats to sculptural draping, Ardistia bends and folds fabric into dramatic, figure-flattering shapes. Her deft handling of volume results in clothes that enhance rather than overwhelm the figure, while her ability to choose the exact right fabrics means her separates and dresses keep their shape without looking stiff or awkward. Keep reading to see—and hear—more from this structural superstar.

Oligoville: In five words or less, Ardistia New York is. . .

Ardistia: Timeless, modern and versatile.

Oligoville: How would you describe your ideal customer?

Ardistia: Smart, sophisticated women who know what they want and wear what they love.

Oligoville: How’d you end up as a designer?

Ardistia: Growing up, I always loved art, design, and fashion. After finishing a Bachelor’s and Master’s degree in Engineering from Northeastern University in Boston, I decided to go to Parsons School of Design in New York to study fashion. That is where it all started.

Oligoville: How/when did you launch your brand?

Ardistia: The line was first launched in 2006, for Spring/Summer 2007 Collection.

Oligoville: There’s a sort of draped fall that reappears in the Max t-shirt, the Milena dress, and the Didier dress. What inspired you to keep reworking this element?

Ardistia: It was about a clash of something soft and drapery with something structured and well-defined, along with the feel of “artfully undone.” For example, the Didier dress has a zipper to clash the soft drapery jersey with an industrial, tough feel, and the zipper can be worn open to create a different dress silhouette for the artsy feel.

Oligoville: Who and/or what inspires you?

Ardistia: Freedom, nature, and history are some of the things that inspire me.

Oligoville: What’s 24 hours like in your life?

Ardistia: Wake up early for light breakfast, yoga, start working at 9am until around 7pm. Rest and dinner, then work again from 9-11pm when possible. Everyday is different as there are new problems to be solved and opportunities to look into that arise on a  daily basis.

Oligoville:  What are you wearing right now?

Ardistia: I’m wearing an ivory cocktail top from the latest collection FW2010-11 with a pair of black shorts.

Oligoville: What’s in your bag (or backpack or satchel) right now?

Ardistia: Wallet, Blackberry, Ardistia Look books, camera, and a lip gloss.

Oligoville: Tell us about some unexpected setbacks you have faced since starting your business and what you learned.

Ardistia: Things always take longer than we expected, so always plan ahead and allow time for unexpected delay. Different projects happen at the same time all the time each with its own deadlines, so make sure to be super organized and set priorities.

Oligoville: What has been the most rewarding part of your career?

Ardistia: Winning fashion awards, receiving fashion industry recognitions, getting into major fashion media and press, and being part of the New York fashion industry.

Oligoville: Tell us where you expect to see your business in the next five years.

Ardistia: In addition to the U.S., I’d like to sell more internationally to different countries such as Canada and Australia, and in the Middle East and Asia, including Singapore and Hong Kong, to name a few places. I’d also like to get into major department stores worldwide and have established online shopping on the website.

Oligoville: Any advice for aspiring entrepreneurs?

Ardistia: Make sure to have drive, passion, and a positive mental attitude in what you do, maintain it well, and keep it up.

Oligoville: What’s on your playlist right now?

Ardistia: Diana Krall

Oligoville: Any last words?

Ardistia: The sky is the limit, and it is always too early to give up.

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