About AVILA by Design

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

I built AVILA by Design to be the antidote to generic advice, one-size-fits-all playbooks, and the “just follow the trends” mentality that leaves brands chasing instead of leading.

With over 20 years in fashion, beauty, and consumer goods, I’ve led brand strategy, product development, and retail growth for powerhouse labels and daring startups alike. My work has:

  • Taken brands from concept to cult status

  • Relaunched legacy lines into relevance

  • Landed products on the right shelves—nationally and internationally

  • Driven wholesale growth for designers in the luxury and lifestyle space

I’ve navigated the intensity of New York Fashion Week, the complexity of global supply chains, and the reality of building something that not only looks good, but sells.

What AVILA Does Now

Today, AVILA by Design drives boutique growth for a curated roster of independent fashion brands—including Patrick Cupid and MELKE—while coaching and consulting creative founders who are ready to:

  • Clarify their positioning and pricing

  • Build a brand that attracts without compromising integrity

  • Get into the right stores with the right story

  • Grow in a way that’s sustainable, intentional, and profitable

This isn’t about mass placement or quick wins that fade. It’s about strategy built to last.

The Gen X Edge

I’m not just a strategist—I’m a Gen X woman who has reinvented herself more than once. I know what it takes to build a business and a life on your own terms.

That’s why I write, speak, and publish work that blends brand insight with real-world resilience—like my e-book, Mastering Gen X Life, part manifesto, part call-to-action for anyone ready to stop shrinking and start leading.

Why Work With Me

Because you don’t need recycled advice or trend-of-the-week tactics.
You need strategy, story, and support that will help you:

  • Break into the right markets

  • Sell with confidence

  • Build something worth remembering

Next Step: