What is one of Your Key Items for this upcoming 2011 Fall/Winter season? Necklaces with mixed metal finishes are the key items for our Fall/Winter season. We use silver for its subtle look and then mix it with different base metals to give the piece a rough edge, per-se.
Where do you draw inspiration from? Inspiration is everywhere. I love to experiment with color in an unconventional way. Fashion, music, ancient Egyptian and Byzantine periods, architectural elements, lace, anything with texture, and intricate patterns and shapes appeal to me and influence my collections.
How do you start the design process when creating a new collection? There is no structure to our design process. It is more of a reaction to what surrounds me. There are times that I will just have a strong vision that facilitates the process.
What do you think will draw retailers to your collection this upcoming season? Design, color, and texture attract our customers. Price points play an important role as well. We work diligently to create a fashion-forward line with reasonable prices.
What changes have you noticed in retail over the last year? We saw that customers are more focused on putting collections together rather than investing in individual pieces they like. Price points became more defined and took a bigger part of our customer’s decision making process.
If you could dress a celebrity, who you feel fits your product image, who would it be and why? Definitely Nicole Richie. She has the same boho-luxe aesthetic that represents our collection.
What 3 items are essential to you during market week? I always keep our color charts for the season close by, as well as inspirational items that give us direction for that particular market week. It may be a picture of a foreign place where we recently traveled or an artifact found in a local artisan market.
Company: AJS Design Studio
Contact: Andrea J. Stratton