About AVILA by Design: No More "Shoulds"—Just Soul.

(And killer strategy.)

I'm Susan Smith, founder of AVILA by Design. Honestly? This whole thing started as a middle finger to burnout, box-checking, and all the other tired BS the industry tries to sell you.

After 20+ years in fashion and consumer goods—leading brand strategy, product development, and retail growth for the big guys and the scrappy startups—I knew it was time to bet on myself.

I've:

• Built brands from nothing.

• Relaunched legacy lines

• Landed products on national shelves (the right shelves).

• Scaled DTC with style and intention.

From the madness of New York's fashion scene to the minefield of global supply chains, I've lived the real. I bring all of that grit to the table when I consult.

AVILA is where all that hard-earned experience meets soul. It's for emerging designers, creative entrepreneurs, and purpose-driven founders who are done playing small. We build boldly—with clarity, confidence, and a brand story that kills.

Whether we're mapping your go-to-market plan or refining your product line, I lead with truth, intuition, and strategy that actually works. (No fluff. Promise.)

And because life is more than just spreadsheets, I'm also obsessed with the mess, magic, and momentum of being a Gen X woman who's reinvented herself more than once. My e-book, Mastering Gen X Life, is part manifesto, part kick-in-the-ass—for anyone ready to stop shrinking and start living wide awake.

This isn't just about building brands. It's about building your damn legacy.

STRATEGY. STORYTELLING. SOUL. That's the AVILA Difference.

Ready to bring your vision to life—with edge and elegance? [Let’s work together.]

"You weren’t made to blend in. You were made to break through."