Thoughtful & Inspired
susan smith
I was reading through some emails this afternoon, and came across one from one of my customers reaching out to her franchise stores. It was a lovely note where she was giving them background on AVILA, and referenced me as a designer. I have worked with countless designers, and would never put myself in that category- there are only a precious that really own that label- and you all know who you are. Still, it was surreal to see that written...I have been called a lot of things in business but designer was a first :)
There was another piece of the email that really struck a chord...she called AVILA thoughtful and beautiful. Whenever you start a project, you always have a goal in mind even if you do not come right out and say it. My intent was to try and bring beautiful, artisan accessories to the market that are chic and effortless, and help make a woman feel beautiful on the outside and inside.
Visiting factories and witnessing innovation and creativity in product development in some very small textile towns is one of the most powerful experiences. Most of that product never makes it to market, and if it does, it is unattainable and unaffordable. Big brands have such high margin goals and are stacked with head count (and meetings), it isn't about the product anymore. The magic from those overseas trips gets lost in the translation and never captured, like lightening in a bottle. After twenty years, I think I am still naive enough to capture it- or again, at least try.
The bottom line is that while making beautiful, inspired accessories is high on my list, having something to leave my daughters is paramount. (Or again, at least try!) My oldest daughter really has no interest in fashion, but she loves watching and working with me on a powerpoint deck (with soccer on, of course). And my little one is a complete fashionista, helping me merchandise our first collection on my office floor. So if anyone is wondering where AVILA comes from, just meet Ava and Lila and it will be clear it is from the heart.
There is still long way to go but excited for the future. And I cannot thank my friends and family enough for their love and support. It is humbling to know there are so many willing to help without asking for anything in return...it is all a lot of planning, a lot of luck, and a ton of heart.
xx-Susan
