De'anma

If your designs could speak, what would they say?

"Embrace individuality, celebrate uniqueness, and never be afraid to stand out."

What are the signature elements in your designs?

Our designs are distinguished by three signature elements: tactile textures that invite touch, abstract minimalist aesthetics that exude understated sophistication, and versatility that seamlessly transitions from everyday professionalism to making a bold statement. This harmonious balance allows our products to effortlessly complement any setting, making them perfect for those who value both subtlety and self-expression.

Which collection are you most proud of, and why?

The collection closest to my heart is undoubtedly my debut, 'The Perfect Misfit.' Launched eight years ago, it boldly broke convention by combining silver and gold tones in a single piece – a pioneering move at the time. This daring fusion resonated deeply with our audience, and I'm thrilled to see that it continues to be a customer favorite to this day. The enduring demand for 'The Perfect Misfit' collection is a testament to its innovative spirit and the timeless appeal of embracing individuality. It's a reminder that sometimes, it's the 'misfits' that leave a lasting impression.

Where do you find inspiration for your designs?

My creative process is deeply rooted in the beauty of everyday life. I find inspiration in the mundane, the relatable, and the authentic. With a focus on comfort, style, and effortless ease, I design with the intention of crafting pieces that resonate with women from all walks of life. I trust my intuition, allowing my heart to guide me as I bring each new concept to life. When a design feels true to myself and my values, I know it's ready to be shared with the world. The result is a collection that not only reflects my own personal aesthetic but also celebrates the simplicity, comfort, and elegance of everyday life.

Share a memorable "aha" moment from your design career.

Throughout my journey, I've been fortunate to experience numerous 'aha' moments that have left an indelible mark on my path. From securing coveted partnerships with esteemed retailers we once only dreamed of working with, to forging innovative collaborations with like-minded brands, each milestone has been a testament to the power of perseverance and creative vision. Additionally, being featured in prominent magazines has not only validated our design language but also allowed us to share our story with a wider audience. These moments have served as reminders that the relentless pursuit of excellence and innovation can lead to truly remarkable opportunities.