Scheherazade Fashion is a clothing line based in San Diego, CA, the USA poised to change the fashion industry with its unique collection of ethical, vegan fashion trends for women who love folk art & fairy tales. The brand's versatility and uniqueness are demonstrated in every fashion piece from the brand, as it effectively turns designs into emotions, helping fashion lovers to express themselves freely.

www.scheherazade.us

instagram.com/scheherazadefashion

Can you tell our readers about your background? 

After moving to America from Croatia and becoming a USA citizen, I spent many years designing jewelry and editing women’s professional wardrobes. Being a stylist has taught me how to effectively create figure-flattering capsule wardrobes for women with different style sensibilities and personalities.

What inspired you to start your business?

The inspiration to start a clothing line came after writing style articles, creating style quizzes, collaborating with American artists, creating tailored gift guides, organizing professional modeling workshops, and creating a Wardrobe-how-to guide for millennial women.  Not long after watching “Making the Cut” with Tim, Hedi, Naomi on Amazon Prime I felt so incredibly moved and inspired to launch a sustainable brand based out of America, my new home country.  

Where is your business based?

The first collection is based out of my new home studio in San Diego, CA, USA.

How did you start your business? What were the first steps you took?

The first step I took was I went to the fabric store and selected the materials that felt organic and had a soft texture. Subsequently, I then came upon some incredible artworks I found in vintage fairy tale books and decided straightaway order that the digital artwork is printed on fabrics and theme the line based on one of my favorite  1001 nights heroine, Queen Scheherazade.  

What has been the most effective way of raising awareness for your business?

Using the Fashion Week San Diego runway platform has thus far really helpful. The team has helped me launch a video on social media and given me expert guidance and feedback on making my collection on point and cohesive for the virtual runways on October 17, 2020.

What have been your biggest challenges and how did you overcome them?

Launching a brand in 2020 during a health crisis has certainly been a huge challenge. Luckily I had support from my family to keep going and the team at FWSD decided we would not let the Covid 19 health pandemic stop the show. The show will go on. That is FWSD’s motto.

How do you stay focused?

It has been challenging to stay focused but my partner and family keep me motivated. I believe in my brand wholeheartedly and it has provided me a new sense of hope to pursue a goal of launching a clothing collection dedicated to the magic of storytelling, despite the difficult circumstances of starting a garment line during the pandemic.

How do you differentiate your business from the competition?

Scheherazade Fashion is the only brand currently using micro-suede and fairy tale prints.

We are certified Vegan by PETA.

What has been your most effective marketing strategy to grow your business?  

The most effective marketing strategy has been to partner with our local team of fashion entrepreneurs and leaders in our local community who have the experience and the platform to reach our fashion community.

What's your best piece of advice for aspiring and new entrepreneurs?

The best piece of advice is “Ask for guidance from the experts”. Do not be afraid to stretch and venture into something great even if the circumstances seem difficult. I am so glad that I finally took the leap and applied to show my collection at the Fashion Week San Diego Runway, it has kept me accountable and motivated to keep pushing toward my dream with other like-minded creative local designers.

What's your favorite app, blog, and book? Why? 

I am old fashioned and do not have many apps, but if I had to choose a favorite app it would have to be youtube, I connect with like-minded women from SewingMastery.com and Professor Pincushion’s youtube channel. I subscribe to channels of enthusiasts who believe in sustainable fashion, ethical fashion, and expert sewing teachers who instruct me how to do fabric embroidery and pattern making.

What's your favorite business tool or resource? Why?

I love using LATER the app that automatically schedules posts on your Instagram. When my schedule is busy I schedule all of my new photo/event updates in advance over the weekend. I love it.  

Who is your business role model? Why?

My husband. He is devoted and organized. I have learned tips from him on how to block my schedule, plan ahead, and budget all of my business expenses. He is a math teacher.  

How do you balance work and life?

I take time to unwind and relax and spend time with my two beloved dogs. I meditate and spend time in prayer and spiritual learning.

What’s your favorite way to decompress?  

My favorite way to decompress are reading a novel or folk tale, and listening to classical, traditional, and healing music to nourish the body and soul. 

What do you have planned for the next six months?  

For the next six months Scheherazade Fashion will be available for purchase to the general public at our trunk show in San Diego, CA, date TBD, where buyers will have the option to pre-order and select their favorite micro-suede colors and fairy tale prints.

The brand’s focus is to encourage the world of fashion through the wisdom of stories, art history, literary illustrations, and sustainably made materials. We welcome new brand partnerships with environmentally conscious clothing shops and sustainability-oriented quality apparel buyers.  

How can our readers connect with you?

Follow the brand ig page @scheherazadefashion or visit the new website at www.scheherazade.us