About
About AVILA by Design
AVILA by Design isn’t just a brand; it’s a movement. Founded by Susan Smith in Ponte Vedra Beach, AVILA creates bold, timeless accessories for women who don’t follow trends—they set them. No fast fashion here. Just slow, intentional designs made for the woman who’s unapologetically cool and owns her space.
Susan didn’t wake up one day and decide to build a lifestyle brand. After decades of navigating the global fashion industry—sourcing, developing, and creating for the heavyweights—she realized it was time to take all that knowledge and do things her way. Enter AVILA: a brand dedicated to quality craftsmanship, elevated design, and those little hand-finished details that elevate every piece.
Each AVILA piece is inspired by the vibrant chaos of India’s markets and the laid-back charm of California’s Central Coast. Think hand-painted textures, intricate embroidery, and accessories that don’t just look good—they feel good, too. This isn’t just slow fashion; it’s statement-making fashion for women who believe quality and style are never to be rushed.
But Susan didn’t stop there. She’s also pouring her heart into her e-book, Mastering Gen X Life. Part memoir, part manual, this guide takes you deep into the grit, resilience, and no-nonsense attitude that defines a generation of women who’ve seen it all—and still came out swinging. From single motherhood to entrepreneurship, Susan’s personal story and insights will inspire you to live boldly, design your life, and take control of your narrative.
For those ready to level up, Susan brings her consulting expertise to the table. With over 20 years of experience in the fashion and CPG industries, she specializes in helping emerging brands and designers build their identities, scale operations, and drive sustainable sales growth. Through her consulting services, Susan empowers creative entrepreneurs to take their bold ideas from vision to reality with strategies that drive growth in both B2C and B2B channels.
AVILA is more than just accessories—it’s a celebration of women who are done playing small. Every piece, every project, and every word reflects a commitment to creating something real, raw, and undeniably beautiful.
“Accessories don’t need to be complicated. Beautiful design doesn’t need to be untouchable. The AVILA woman is chic without the fuss—effortless, bold, and unfiltered. Thanks for being part of this ride.”
