meet susan.

I’m Susan Smith, founder of AVILA by Design.

I built AVILA to be an antidote to generic advice, one size fits all playbooks, and the constant pressure to chase trends instead of build something real.

This work lives at the intersection of strategy, storytelling, and lived experience. It’s shaped by time in the industry, but also by seasons of reinvention, restraint, and return.

The Work Behind the Work

For more than two decades, I’ve worked across fashion, beauty, and consumer goods, leading brand strategy, product development, and retail growth for both established labels and emerging brands.

Along the way, I’ve:

  • Taken brands from early concept to cult status

  • Relaunched legacy lines into relevance

  • Landed products on the right shelves, nationally and internationally

  • Built wholesale and retail strategies designed for longevity, not hype

I’ve navigated New York Fashion Week, global supply chains, and the reality of building businesses that don’t just look good, but sell.

That experience is the foundation — not the headline.

What AVILA Is Today

Today, AVILA by Design supports a curated roster of independent fashion and lifestyle brands while working one on one with founders and creative leaders who are ready to move with clarity.

The focus is simple:

  • Clear positioning

  • Aligned pricing

  • Honest storytelling

  • Sustainable, profitable growth

This is not about mass placement or fast wins that fade.
It’s about building something that lasts.

The Gen X Edge

I’m not just a strategist. I’m a Gen X woman who has reinvented herself more than once.

I understand what it means to build a career and a life on your own terms — to shed what no longer fits and keep what does.

That perspective informs everything I write, teach, and create. It’s why my work blends practical strategy with resilience, intuition, and restraint.

It’s also why my writing — including Mastering Gen X Life and the work to come — speaks to people navigating change with intention, not urgency.

Philosophy

Whether through strategy, writing, or objects, the work is the same:

Clarity over noise.
Integrity over optics.
Staying power over speed.

If you’re here, you’re likely not looking for shortcuts.
You’re looking for direction that actually holds.

Next Steps

If you’re a founder, designer, or creative leader ready to align vision, voice, and growth, we may be a fit.

If you’re here to read, reflect, or follow the work quietly, you’re welcome here too.