PRESS: VoyageLA

A few weeks ago the online publication VoyageLA reached out and asked if I’d like to be featured in their Inspiring Stories series. I’m honored to be included amongst some of LA’s most creative and innovative citizens.

Writing about yourself or your business is hard! And it doesn’t get any easier just because you’re a writer. I write about my clients and their brands all the time. For me, that’s much easier. I’m glad I had to face this challenge and come up with a succinct way to tell my story.

Building a business is a bumpy road. Whether it was starting my own E-commerce website or deciding to focus on fashion marketing - I’ve had some struggles along the way. Check out my interview with VoyageLA to learn about my journey from fashion designer to fashion copywriter.

Click here to read the article.

From Fashion Designer to Fashion Copywriter

First photo shoot.

So you’re wondering who is chick anyway?

I get asked a lot about how I became a fashion copywriter. It’s a long and winding story. 

My employment history is as varied as the selection at Baskin Robbins. During summers in college, I worked as a camp counselor and a bank teller. One summer at the bank, I was robbed at gunpoint by a man disguised as a Hasidic Jew. Don’t worry, they caught him because he dropped his driver’s license when he pulled out his gun. 

I’ve been a server at 3 different Cheesecake Factories in 3 different states. I can’t even look at “brown bread” without having intense flashbacks. 

From there I got started in the entertainment industry. I worked at a talent agency and also in TV and commercial casting. I loved the exciting, fast-paced nature of the business. But I realized few people in entertainment are actually happy. Working long hours with miserable people was not for me

While I was still employed in Hollywood I started to make and sell handmade clothing. I love hands-on creative projects and sewing has long been a passion of mine. 

Follow along my journey from fashion designer to fashion copywriter.

First Stitch

Like lots of kids, my first experience sewing was in Home Ec class. I fell in love with creating clothing way back in my pre-teen days with butterfly clips in my hair. That feeling of turning fabric into wearable art was intoxicating. I made my first pair of PJ bottoms and never looked back.

Throughout middle and high school sewing became a favorite hobby and creative outlet. I fondly remember adding extra fabric to the bottom of my jeans to make the flares larger. It was the ‘90s after all. And I still swoon over a dramatic flare. 

When I went to college I lost touch with a lot of my hobbies. I studied musical theatre which became my all-consuming creative outlet.

Spandex, Sequins, and Sparkles — Oh My!

Sisters make great models.

It took about 10 years before I re-discovered my love of sewing and designing clothes. One of my best friends is an avid quilter and makes fun and sparkly clothing as well. 

We love to go to music festivals together and there’s no better place to wear a unique, handmade outfit than a rave or festival. My friend would make these incredible outfits and no one else would have them. She’d get tons of compliments. This inspired me to get back to my love of creating one of a kind outfits. 

I got myself a trusty Brother sewing machine and started playing around with different designs and patterns. I made hoods, capes, kimonos and dust masks — all items that are fun to dance in and perfect for the music festival scene.

Now I was the one getting showered with compliments. There’s no better feeling than responding to the question “Where’d you get that?” with “I made it.”

I’d design for my friends and began to sell pieces to friends of friends too. Without realizing it — I’d started my own fashion business. 

Baby’s First E-Com Store

By this time, I was frustrated with my job in Hollywood. So I decided to test the waters and put a few of my handmade items up on Etsy. I had no idea what I was doing, but I snapped a few product photos with my iPhone and hoped for the best.

The Prana Dust Mask version 1.0.

Obviously, with no clear marketing strategy, I didn’t have many sales. So I started to do my research. I dipped my toe into the world of digital marketing. I learned about SEO, copywriting, and branding. 

I began to understand who my customer was and how to appeal to her. I created a unique dust mask that was unlike anything else out there. That’s when things took off. 

The Prana Dust Mask is different from other dust masks. It has a secret pocket that holds a sachet filled with Himalayan pink salt crystals infused with lavender, rosemary, and eucalyptus. Breathing in pink salt particles and my signature aromatherapy blend helps to improve your respiratory system. Most music festivals are dry and dusty breeding grounds for germs. By wearing the Prana Dust Mask you’re not only protecting your lungs, but you’re working to repair the damage that’s already been done.

I launched the Prana Dust Mask in summer, so the timing was right. Music festivals were happening every weekend. I was selling a few masks a week. Then August came around. My sales soared. Burning Man — a festival-like event in the Nevada desert — happens at the end of August. 

I was getting a few orders every day that month. It was exciting but stressful. Having to hand sew each mask was time-consuming. But I loved creating a product that helps people and putting a little piece of myself out into the world.

Marketing works!

Enter Shopify 

After my first season selling, I knew I wanted to have my own website. I launched a Shopify store from scratch and did it completely on my own.

The next 2 years saw ups and downs for my business. I learned to love the marketing side of fashion and getting to interact with my customers. But I was struggling to scale the business.

I was still hand-making every item I sold and it was exhausting. I explored manufacturing options both here in Los Angeles and overseas. Communicating with manufacturers in China was difficult and the samples I received were of poor quality.

Working with a manufacturer in the U.S. was cost-prohibitive. I would also have to commit to large numbers of products in the same fabric. Being able to adapt my offerings as tastes and trends changed was one of my company’s strengths. 

From Fashion Designer to Fashion Copywriter

At this point, I was no longer working full time in casting. In search of a new business idea, I realized I could use my marketing and copywriting experience to help others.

As a fashion copywriter, I get to work in an industry I’m passionate about. I get to do the part of the job I love and not worry about supply and production. I’ve got the best of both worlds. I get to help other designers and fashion brands connect with their audience and get amazing products out into the world.

My background as an indie fashion designer means I understand the struggle. I also know all about fit, fabric, sizing, and interacting with customers. 

I bring more to the table than other copywriters. My inherent love for design and creativity means you get a copywriter who thinks like a fashion designer AND knows how to connect with customers. It makes the entire process easy and effortless for you.

If you’re looking to update your website, product descriptions or content marketing plan — let’s chat!