FASHTALKS WITH AWE INSPIRED

When did you know you wanted to become a designer?

My father and my uncles worked in the clothing industry, so fashion was always around me growing up. I spent a lot of time traveling to New York City from Minneapolis with my family where we saw the latest fashion trends. The jewelry stores on 5th Avenue had a great allure to me and I loved the movie Breakfast at Tiffany’s.

What is your earliest design memory for your brand?

Five years ago, my son Max and I began talking about Awe and what we wanted it to represent. The idea of Goddesses felt very fitting to our message of female empowerment and survival.

Where do you find inspiration?

Life itself provides so much inspiration. The fact that we are here, existing and living on this planet in an infinitely large universe is incredibly powerful and awe-inspiring. Other areas of inspiration include the cosmos, the natural wonders of our world, animals, mountain ranges, oceans, lakes and different cultures. Iconic artistic women, like Frida Kahlo, have also inspired me along with museums and their ancient treasures, travel, architecture, and other miscellaneous books at libraries.

What is your favorite part about designing?

Seeing designs come to life, and then seeing them actually on people in “the wild.”

“Think about what you find truly inspiring, both emotionally and aesthetically. When you design what you want for yourself, it’s likely that others will love it too.”

How would you describe your personal style?

Clean, minimalist, and classic with a bit of an edge.

What was your previous work experience before launching your brand?

I’ve owned a B2B jewelry import business for 35 years.

Do you have a favorite piece that you have designed? 

I love our Goddess pendants. They feature small, intricate details that make them so beautiful and special. I also have a special place in my heart for our Embrace Collection, which I designed with my son Adam during the pandemic.

What sets your brand apart from the rest?

Our quality and value, unique Goddess Collection, Goddess Quiz and giving back.  Our quality and value are unmatched, while our unique Goddess Collection featuring both historic, real-life, and mythical Goddesses sets us apart from many. With our Goddess Quiz, we have been able to reach millions of people and create a community that is interested in self-discovery and spiritual awareness. Finally, giving back to various organizations and making a positive difference is a huge part of our mission. Twenty percent of all proceeds go to organizations like RAINN, NAMI, and CancerCare.

How important is social media to your brand?

Social media continues to be extremely important to the brand. It allows for incredible dialogue between us and our consumers. It offers us the ability to express what we stand for and to learn from a niche crowd that shares our same values.

“I’d love for the brand’s legacy to be twofold: creating beautiful, meaningful amulets that empower and inspire, and giving back to the community in a powerful way.”

What were some hurdles you had to overcome in your business?

Operating in a COVID-19 world was a hurdle that affected our team, our supply chain, and our overall mental health. As our company grew, managing and considering each department’s growing needs became a difficult balancing act that required lots of teamwork and flexibility.

What is the one piece of advice you would give to a new designer?

Think about what you find truly inspiring, both emotionally and aesthetically. When you design what you want for yourself, it’s likely that others will love it too. Be true to yourself. Love what you do and whom you do it with.

How did your brand navigate and overcome the pandemic in 2020?

We all wore many hats. We practiced patience, we were supportive and compassionate. The pandemic required us all to be scrappy and creative. It was important to communicate effectively. Don’t leave anything up to interpretation. Be clear and concise and always be transparent.

What is the most important thing you would like your brand to be recognized for?

I’d love for the brand’s legacy to be twofold: creating beautiful, meaningful amulets that empower and inspire, and giving back to the community in a powerful way.

How would you define fashion?

An amalgamation of taste over time – the present paying homage to the past and the unknown of the future.

What is your favorite fashion film or show?

McQueen, the Alexander McQueen documentary.

What do you envision for the future of your brand?

A vision for our future includes owning our own retail stores. It would be so thrilling to interact with our customers on a personal level because our products are so personal in and of themselves. Also, expanding our line to include apothecary products as well as loungewear, and having more collaborations with other female-founded brands that are making a difference in the world.