Meet Moorea, jewelry designer, "pinfluencer", store owner, & best selling author

1) You are a lady of many talents. Why don’t ya give us a little list of what it is that you do!

Probably the best word to describe what I do is entreprenartist. Does that count?

• I am the CEO of Moorea Seal, yes, it’s a company that has the same name as me. I’ll explain why later (I promise I don’t have a huge ego!) Moorea Seal is an online retail site mooreaseal.com where we feature over 160 designers who are either handmade makers or focus in sustainable fashion/ethical sourcing. We donate 7% of all proceeds to non-profits.
• I also have a storefront in Seattle, WA. After having a cute little shop in Belltown for 3 years, we are now mid-build out on a huge new storefront in downtown Seattle, right in the heart of the city. The new store opens in October and we are having a huge party all weekend long, Oct 14th and 15th. You’ll be there, right Dani ;)
• I have been a jewelry designer for 8 years now! Though I took a little break in the middle while launching mooreaseal.com
• I am an author. I published The 52 Lists Project just 2 years ago and it’s gone on to be featured on Oprah and is currently being translated into 9 different languages! My second book 52 Lists for Happiness came out a year ago and has been been just as successful. And my new book Make Yourself at Home comes out Sept 26th. So exciting!
• I design desktop product, you know, since I seem to have so much free time. And I’m hoping to get a new line out this Winter/Spring.
• Above all else, I deeply believe in empowering others. I do advocacy work for women in business, I am extremely passionate about women’s rights, minority and immigrants rights, LGBTQ+ rights, and children’s rights and hope to create positive change within the Foster Care system one day (I hope to get into politics in the future). And you can bet that you’ll find me at a rally, protest, or meeting with local and national policy makers more and more as the years go on.

2) Walk us through the path that got you to where you are now. 

Woo! I’ll try and keep this as short as possible, haha.

I graduated college during the recession in 2009. And jobs were beyond scarce in Seattle so a few months before I graduated college and had to start paying back my college loans, I started a blog in hopes that I could get my voice and my art out into the world. By 2010 I was nannying over 70 hours a week, blogging daily, I was teaching myself graphic design and a little bit of coding, I was in a band (I sing and play guitar) and I was working as an artist’s assistant. Despite doing all that, I still had very little money and was barely surviving. I wanted to make art but I couldn’t afford to. So I kind of accidentally stumbled into business.

I started redesigning my blog as a way to practice coding and graphic design and eventually I started designing other people’s blogs as a side gig. As a musician, I had a ton of friends who needed design work for posters, album covers, etc. So I started doing design work for musicians. I started doing illustrated portraits for bloggers. And I taught myself jewelry making as a way to make mini sculptures that I could sell, get money back, and keep making more.

In 2010 I also started using Pinterest when it was in Beta. I thought it would be a great way to create inspiration boards for my blog design clients. Once I started using it, I realized it was like creating an online museum of everything I wanted and dreamed of but couldn’t afford, from “Beautiful Eyebrows” to “Dresses” to “Bathrooms” you name it, I had a board for it. It was the one space where I wasn’t hustling as hard as I could. And one day in 2012, when a sponsor for my blog asked me my stats on my social media channels, I checked out Pinterest, saw it say 250,000 followers and I thought, ok that’s a glitch. So I emailed Pinterest and they said, nope, it’s real. By the end of 2012 I had major retailers wanting to work with me as an “online curator” or “influencer” and it blew my mind because I had been hustling so hard just to survive since college, trying every job I could and making more up as I went, and somehow, Pinterest became the space where I really took off. My childhood dreams of being a museum curator somehow translated into being an online curator.

By late 2012 I had done content creation and collaborations with Madewell, Nordstrom, P&G, L’Oreal, Gap, and tons of other major brands. But I started to feel like my voice didn’t matter when I worked for other brands. I didn’t want to be known as “Moorea who has a big Pinterest following.” I just wanted to create and be known for being me.

So because my following online had happened so organically, I knew whoever followed me anywhere online trusted my voice for being honest. So I decided to create my own online retail site focused on handmade goods and that gave back to non-profits I deeply cared about. I was lucky to band together with my cousin and one of my best friends to bring it to life and now they are the CFO and COO of our company. We chose to keep the name of the company Moorea Seal because by 2013, I had almost a million followers on Pinterest who knew my name, my jewelry line was already under my name, and my blog was under my name. So here I am, with a retail site with my name on it! Accidental brand consistency.

Within six months of our online site taking off, we were growing fast and needed to move into a large office. So we figured, hey, all of these beautiful pieces of jewelry and goods are tucked away into boxes for online shipments. Let’s kill two birds with one stone, find a space that can work for a small storefront/showroom and then use the rest of the space for our online operations. So we opened a storefront in Seattle in 2014. Just a few months later, my publishing house approached me (literally approached me... they showed up at my store while I was working as the 6 days a week sales associate/owner) about a project I had done on my blog called The 52 Lists Project and they asked if I wanted to turn it into a book! Obviously, my answer was YES! And here I am, three years in with three books under my belt! I feel VERY lucky.

In the three years since, my team has grown and grown. Within six months of the store being open, we decided to take over the entire space next-door for our online offices. My crew has encouraged me to keep designing with my jewelry line and desktop products. And now after three years at our first little storefront, we are moving our store to a space twice as big and we’ve built out a two story space behind the storefront in a beautiful historical building to house our online operations. We’re moving in in less than a month!

3) In an era where the brick and mortar store is quickly being replaced by online retail how have you managed to succeed?

I think a lot of people are getting sick of seeing the same things over and over and over by big box retailers. In Seattle and across the globe, we're seeing people become more conscious of how they shop and where they are putting their money. And with a brick and mortar, you literally see where you are putting your money. I wanted a physical space where our customers could see and touch and feel the value of the handmade products we stock. From clothing to jewelry, accessories, home decor and paper goods, it’s all so much more fun to shop in person and get to talk one on one with customers. We wanted to not just build a store with beautiful things but also create a space where EVERYONE feels welcome. I see so many stores that look cool but don’t feel inviting, or feel inviting but there isn’t much progressive design to be found. My storefront is about providing a space to shop where you can find something you’ve never seen before while trusting, you are welcome here. Hosting events and parties all of the time also helps to cultivate and future that sense of community in our space. And I can’t wait to see that grow in our new store! Making the space Instagram worthy helps too ;)

4) How did you start the 52 lists project? What was your intention going into it and did you expect it to turn into a best selling book?

When I started the project, it was honestly just a way for me to battle my own depression and anxiety. I’ve suffered from both my whole life as have just about everyone in my family. And after getting to a point in college where I was at my lowest low, suicidal thoughts while also knowing I would never act any of it out, I hit just a snapping point of realizing, the only person who can save me is ME. And with the 52 Lists Project, I wanted to create a free online print out that anyone could use that would encourage people like me to list out answers to prompts like, “List what you are grateful for…” or “List the difficult things in your life that have changed you for the better…” Through the lists, my hope was to create visual evidence of why each person is valuable, worthy of love, worthy of loving and admiring themselves, worthy of living life to it’s fullest and celebrating themselves. It was a tool that I needed to feel well, to see evidence of who I am and what makes me me. And after posting a list each week on my blog for a few weeks, it started to spread across the web like wildfire.

When I was approached to turn it into a book, I was BEYOND shocked. To note, I was still barely surviving financially while trying to get my businesses going. And I thought only people who go to school for writing or just really famous rich people get to write books. But my publisher really believed in my voice and wanted to get my message out there. I expected it to not really take off, or just do well locally in Seattle. But that’s it. My publisher only printed 5,000 copies for the release of the book. But the day it came out, Anthropologie, Urban Outfitters, Paper Source, and many other retailers picked it up. And now it’s been printed over 350,000 times. I’m still shocked. I still live a pretty quiet life with my husband and my dog in a little apartment. And it always amazes me when a friend texts me a photo of the book in their favorite local store or in a store they stumble into in a different country!

5) What accomplishment are you the most proud of and why?

When it comes to mooreaseal.com and the storefront, I have to give massive credit to all the people on my staff. I could have never done any of it without their incredible skills that I lack. So when it comes to what am I most grateful for, it would be the people on my team who believe in me even when I’m not perfect or mess up. And when it comes to what I’m most proud of on my own, it would definitely be my books. They are my heart. I’m still the three year old girl who dreams of saving the world. And now as an adult I understand, you can’t save anyone. But what you can do is support and empower and trust others have the capacity to find their inner strength to live and thrive. And I feel like my books help. That’s all that matters to me in the world, that I’m at least helping someone in some way.

6) As a multi-talented creator do you find it difficult to balance it all?

YES would be an understatement. I have a hard time pulling myself out of survival mode. I have had to work really hard for myself for a long time, even beyond business, just in trying to fight depression and anxiety and dysfunction around me as a kid. I am not always the best store owner, the best designer, the best author, the best wife, the best friend, the best person. But what matters is I try. And those who know me, know that. I love them and they love me, and I’ve learned in recent months to really just forgive myself and move on if I don’t live up to my own high expectations. Regret doesn’t help anyone. I don’t think there is any perfect work/life balance for entrepreneurs or artists, especially when you are a woman. But we all live our own juggle and our own hustle. And as long as we are kind to ourselves and each other, we can keep going to do great things.

7) You’ve talked about your identity being very tied into your work. As someone who feels the same I would love to hear more of your thoughts on this.

I definitely screwed the pooch on this one by keeping my brand name the same as my real name. YIKES. Separating your identity from your work can get very confusing when you share the same name as your business! But what I have learned over the years in identifying as “Moorea the artist, musician, graphic designer, illustrator, coder, nanny, big sister, friend, blogger, writer…” the list goes on, in all of it, I’ve come to discover that what you DO does not define who you ARE. I’ve had to leave quite a few modes of artistic expression behind as I’ve grown in my career, things that deeply fulfill me like writing and performing music. But just because I don’t do that right now, it doesn’t mean that I am any less me. I get to bring that back whenever I want, and right now, it just needs to be put to the side. And I hope all women understand that too: you don’t have to do EVERYTHING right now. Your voice will still be important, even if you did none of the things you are doing now. It’s your mind and your heart and your unique perspectives on life and your own values that matter most. YOU inform your work. The more I practice remembering that I will be fully me even if literally everything I do is wiped away, the more stable I feel in my juggles. The more I name what my followers and customers ARE allowed to be a part of in my life, the more I can feel comfortable owning what I want to keep separate in my life, apart from my business entirely. No one, not even your most trusted friends, business partners or family can tell you what you are comfortable with in the overlap of business and life. Decide for yourself and stick to it.

8) Mental health is something you’re a huge advocate for. What sparked this interest in you?

As I’ve mentioned before, depression and anxiety are not only a part of me since I was little but also a part of my family. My great grandfather died by his own hand. Many of my family members have attempted and I’ve spent years of my life trying to talk some of them out of it. Thankfully, as of the last 2-3 or so years, no one in my family has been suicidal. And I think it’s because more of us have become vocal about our struggles within our family community and vocal within the communities around us. I believe in being a voice, a resource, and I’ve had lots of practice. I’m not here to save anyone or be a martyr, I just want to be a voice that I didn’t hear when I was younger, someone saying, “You are resilient, you are capable, you can keep going, you can thrive and you will."

9) What would you want to share with a girl who is struggling with anxiety and/or mental health?

My friend, I know you have some massive wisdom and strength. It’s inside of you, it has kept you alive up until this very moment. And you have the capacity to live and feel well. It’s fucking hard, but it’s worth every fight. You have had practice already. You can do this. Even in the place that I am with my career, it appears so shiny and fun and exciting, but girl, I fight battles everyday not only outside of myself, but inside of myself. And the same way that I have learned to use the trauma of my past as a resource for my own understanding and wisdom, I KNOW you can too. Those of us who have had trauma and endured pain and suffering that many people cannot understand actually have a secret power. We have knowledge. We have learned a lot quickly, whether we wanted to or not. And if we SPEAK more, honoring all that we are even in our darkest moments, we will find our communities. By sharing my battles with depression and anxiety, you know what I have experienced? SO many other voices around me saying, “Me too.” When we are trapped in our own minds, it can be so isolating. But I promise you, there are SO many of us out there fighting for our own wellness, our own lives. You have endured so much and you know what that makes you? You are not a fuck up. You are not stupid. You are not too much. You are not any of those negative things that have been placed on you. You are RESILIENT. You are mighty. And I expect to see you do great things for yourself because I know you can.

10) What’s next on the to-do list for Moorea Seal?

A nap? JK. My hope over the next coming years is to open another store in LA and Oakland, CA. Then I’d love a store in Austin, TX and Nashville, TN. One day even NYC. I’m dreaming up a new book that I can hopefully release in 2019. I’m working away on a new line of jewelry and desktop products. And amidst all that I want to adventure more, rock climb more, make friends everywhere I go, and continue living in the healthiest state I’ve ever been in. At the end of the day, if my depression and anxiety are manageable and I’m laughing everyday, it doesn’t matter what I do. It’s all a bonus on a joyful life.

11) What does being a Dazey Lady mean to you?

It means having a voice. And however you use that voice is up to you. But bonus points if you are using it to spread positivity and the empowerment of others :)

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👉caption: "#dazeysharesselflove, click the link in my profile to see full video"

"Self love isn't selfish, it's necessary." - Dani Dazey

Share your self love 

The theme of our most recent collection was The Summer of Self Love. Dazey's mission is to empower women, whether it be in their careers or everyday life. Empowerment begins from within and promoting positive self esteem helps with every aspect of your life.  

We started a challenge over Instagram asking women to share their self love by posting a photo of themselves and talking about their personal journey with self love, then tagging @dazey_la & #shareyourselflove. Whether you're head over heels in self love or still battling, it shows other women that they are not alone. It's a challenge that everyone has to face. The stories shared have been incredible and a true source of inspiration. Each month this summer we have been giving away a free tee to one of the brave babes who have joined the challenge. There's still a week left in August so we hope you share and win a free tee!  At the bottom of this post we show a few of the Dazey Ladies's posts who have joined the challenge. 

We made this video to highlight a few of the amazing stories and to continue spreading our self love message far past the summer! All the women you see in the video and photoshoot below were casted in one week through Instagram. We posted a last minute video asking if anyone was interested in sharing and we couldn't have asked for a more perfect diverse, dynamic, and inspiring group of Dazey Ladies! The girls gathered at a Downtown LA loft early on a Wednesday morning, got decked out in Dazey, snapped some photos, and bared their souls on video. Then something even more magical happened, they began sharing stories amongst each other, taking selfies together, and exchanging contact information. I received multiple messages later that evening saying they had never felt more embraced and empowered as they did that day. It really goes to show through openness, conversation, and community we can begin to build self love. Below are the faces and words of the women who joined us that day. Behind each beautiful smiling face there is a story.

We hope you share your self story love along with this video, we think the world need to see it :)

VIDEO BY: Marissa of @reelradfilms

PHOTOGRAPHY BY:  @danidazey of @dazey_la 

HAIR & MUA: Jessica of @bebeautybyjess

DAZEY LADIES PRODUCT INVOLED: @starkthelabel, @metalli_luna, @CBGems, @im_with_the_band_headbands

PRODUCTION COORDINATOR: Megan of @thelittleavocadoshop SELF LOVE

ADVOCATES & MODELS: Vanessa Acosta, Courtney Cain, Jeanette Ramirez, Alma Lake, Taylor Ulrich, Courtney Welch, Emily Kincaid, Chelsea Moon, Ruth Lanuza, Catrina Banci, Reid Cox Sarabeth Opplinger, Katelyn Suihkonen, Jess Dutkovic, Alexandra Tanner, Arlondriah Lenyéa, Sophia Carter-Kahn, April Quioh

"I'm always comparing myself to people. Wanting to be like they are or in the journey they are in. It's still something I struggle with" 

-Jeanette Ramirez (above)

"I do have a lot of trouble with fitting in with what society would describe as female. Having friends in the gay community embrace me allows me to accept that I can be both, and I can be myself."

-Arlondriah Lenyéa (above)

"Providing an avenue for all women to see themselves in the light they want to me seen is crutial, and that's why sharing your own self love journey is so important. Everybody out there is going through something similar or something different or whatever rendition of this they're going through. You have to share because you have to make sure everyone knows they are not alone."

-Courtney Cain

"Just because my struggle has lessened doesn't mean it's gone away. It is comforting knowing that probably every single person you encounter on a day-to-day basis is struggling with something within themselves."

-Emily Kincaid (above)

"For years and years I was having different types of eating disorders, I was trying to fill a hole with food. It wasn't until I actually started basing my worth on what's inside instead of what's outside, that's when I actually started to love what's outside!"

-Reid Cox (above)

"Crying actual tears right now because I have never felt so confident and empowered as I did after this shoot!!!" 

-Katelyn Suihkonen (above)

"I was the only brown girl in a private school that was not a size zero. I think it's okay not being 100% everyday. Having that self love mean that you're okay with not being okay all the time." 

-Vanessa Acosta

"One of my legs was shorter and larger than the other. I got made fun of in school as a little girl because it was obvious. After the birth of my son my heart started failing. I was dying. I wound up having open heart surgery. That put everything into perspective. I want to live. I've got one leg that's fatter than the other and you know what, I'm flipping gorgeous. I've got a husband who loves me, I've got beautiful children, and life is good."

-Cristina Nagel (above, left) 

"Sisterhood was crucial for me feeling good about myself."

-Sarabeth Opplinger

"I was bullied at a young age. A lot of times for me it was skin color or my hair color. (Self love) is about learning to be okay with me every single day, good or bad."

-Courtney Welch

"I deserve to be happy in my body. Whether or not I want to change it in the future I think is beside the point. I deserve to wake up today and think I feel beautiful. Or even if I feel okay, or I don't feel okay, but that doesn't mean I'm going to punish myself."

-April Quioh

"Self love is great, if you can get there great. If you're not feeling it today you're still apart of this community, you're still here, you're still okay."

-Sophia Carter-Kahn

#SHAREYOURSELFLOVE

 Below are some real posts by some of the brave babes who shared their story via Instagram. Be sure to check out the hashtag #shareyourselflove to see everyone's journey. We welcome all to join the challenge this summer and far beyond that! 

🚨 The #SHAREYOURSELFLOVE challenge has been so impactful I've decided to keep it going all summer long 👊 We will give away a tee each month 🙌 June's prize winner is the amazing @ms_rains ⭐️ Her powerful words: "My journey to self love was long and physically painful. I had always judged myself the way we are taught to do. I could always loose a few more pounds, tone up, wear less makeup, wear more makeup, whatever. Then I was diagnosed with stage III breast cancer at the age of 26. Suddenly I no hair, I gained 50 lbs, and lost both of my breasts. I didn't even resemble what I thought a woman looked like. Neither did my husband. He left me right after the mastectomies & I was devastated. I hated what I saw in the mirror, but it got worse before it got close to better. Due to radiation therapy damage to my skin, I couldn't have implants. My only option for breasts was to cut off my bottom ab muscles and my tummy and turn that into breasts. 40 hours of surgeries, leech therapy, 30 days in the hospital, and one boob later, I was worse than when I started. One breast transplant hadn't taken so now I had tons of scars and only one breast. I had almost died. I had put my life in danger for boobs! How crazy is that? After the months it took to heal, I learned that cleverly designed graphic tees were a great way to distract from the imbalance in my chest. I lost all of my chemo weight and I noticed that people didn't look at my chest. They had no idea, unless I told them. My insecurities where mine, no one else saw them. They saw a warrior, a badass! They were right! So everyday I would look at myself in the mirror naked and touch my scars, there are many more now, and admire the fight it took to earn them. I remembered willing myself to get up, put my life back together, and I did it in a new body. The body of a someone who went into battle and won. How could I not be in awe of myself?" She is one strong and inspirational Dazey Lady 💪 I love how she specifically uses graphic tees to give her confidence ❤️ I can't wait to add one more to her collection ✨ #summerofselflove #howdazeydoes

A post shared by Art Apparel 👉 Shop Dazeyla.com (@dazey_la) on Jul 3, 2017 at 7:15pm PDT

I've been at war with my body for as long as I can remember. I always felt too fat, too flat, too blotchy and blemished. The world teaches girls from an early age to despise and abuse these vessels as loathsome works-in-progress. And if you ever do find peace with your body, confidence is often criticized, self-love is slut-shamed. Our society celebrates body-hatred disguised as modesty. . It's taken me about 26 years, but I am finally learning to love this body. With all its lumps and dimples, mysterious bruises and scars. While in Iceland, I had to shower naked in a room of other women before entering the hot pools. Maybe this isn't the biggest deal to other cultures, but in America, the only naked bodies we see on a regular basis are the ones deemed "desirable". Unceremoniously stripping down in a roomful of bodies of all shapes and sizes, and then going on about our business was strangely momentous to me. These bodies are incredible. They take us on adventures, conquer tremendous feats, bear life. And yet we spend most of our lives hiding and hating them. . I'm done doing that. I'm sure I'll lose some followers and get some flack from those who are more offended by naked bodies than our society's gross body standards. But I'm done trying to maintain the approval of those who'd rather see me secretly at war with myself than proudly loving my body. . Iceland, thanks for helping set me free. 🍑✨ . 📷 by my incredible Instagram husband @realdavegargula ;) . @dazey_la #shareyourselflove

A post shared by Corinne Alexandra (@stuckwithpins) on May 21, 2017 at 7:55pm PDT

I thinks it's pretty obvious that I am an open book! This year isn't even over yet & it has been one hell of a roller coaster. What happen to me in December is old news to some folks but it is still very relevant & real to me! Everyday I wake with it weighing heavy on my chest and every night I go to bed with flashbacks. I don't expect anyone to fully understand how that incident has changed my life. Yet, I do expect consideration, compassion & love. Sexual assault, verbal, emotional & mental abuse is NO JOKE! It hurts in every way imaginable! I am always on high alert. I still have fear of walking or driving alone since it happen. I still struggle with men looking at me or even complimenting me. When I smile or when I laugh know that it is genuine. When I am quiet & closed off ... please don't judge me! Know that I am still healing. I mean no harm & I do not mean to offend anyone when I choose to hide out or not speak. This road to healing & recovery has been very difficult. I don't know when I will be back to "normal." Yet, I do know that I am able to do small things for myself again & that to me is victorious. My attacker changed my entire outlook on life. I do forgive him though and I STRONGLY encourage who ever has endured any sexual violence or abuse... regardless if it is a stranger, family friend, sibling, family member or partner. If it is WITHOUT your consent ... Please speak up! Go to your place of safety and get therapy! Believe me, I neglected therapy for as long as I could after my incident. Feel down inside I was hurting in every way. I was scared of everyone! I struggled silently feeling like I was robbed of my purity for my fiancé. I still struggle daily with my body too. Always feeling like "someone wants to hurt me or take advantage of me." Indeed it is a shitty feeling but it has been much easier to process w/therapy! After several months of therapy, I understand this! YOU ARE NOT DAMAGED GOODS! YOU ARE MORE THAN ENOUGH! YOU ARE WHOLE AND BEAUTIFUL! YOU ARE WORTHY! & " IT IS OKAY TO NOT BE OKAY" Believe me, it's hard but it gets better.

A post shared by #becomingRamirez (@desiraeramirezz) on Jul 23, 2017 at 9:33am PDT

Growing up, I was very self-conscious about being tall and curvy. Most of my friends were shorter and thinner, and I wasn't confident because I was different. Now that I've grown up, I realize how crazy that is! There are so many women built like me, and so many other beautiful body types! There is no "right" body type. We're all unique, and we're all beautiful! With all the negativity that there can be on social media, I think it's important to empower each other. @dazey_la has created a great community across multiple social media platforms for women to share their stories, and for all of us to support each other, which is truly inspiring! The tee says it all: love more. #shareyourselflove #dazeyla #dazeylady

A post shared by Lindsey Livingston (@thelindseylook) on Jul 1, 2017 at 12:08pm PDT

I recently saw @dazey_la post about #shareyourselflove and I thought it was a way to share this message and get this new account started. Whenever I go to a new place people always notice my eye. One is a lot smaller than the other because it's a glass eye and I can't see out of it. In a new place I'm always reminded that I'm different because of the weird stares I get. As I get ready to go to a new country for gap year I think this message is important. I need to remember that the things that are different about me are what make me unique and totally unlike anyone else and I should be proud of that and so should you! #shareyourselflove

A post shared by @mayatakeschile on Jun 17, 2017 at 10:34am PDT

"Body confidence does not come from trying to achieve the perfect body, it comes from embracing the one you've already got." || Shorts or skirts were never really a part of my wardrobe. I would always try to cover up as much as possible because I despised my wide hips and thighs. When we live in a society that profits from our self loathing, it's very easy to succumb to their beauty standards while accepting ourselves is considered a rebellious act. Shopping for pants or jeans were and still are a pain. But, it wasn't until recently that I began to embrace this part of my body. #shareyourselflove @dazey_la | If you haven't already, check out my recent blog post. Links in my bio 🤗

A post shared by D C A D (@intodeeseyes) on Jun 30, 2017 at 3:25pm PDT

When I was younger you would never see me in a photo standing up straight with a huge grin 😁 I hated my smile, my glasses, my flat chest, my scrawny body that made me feel more like a little boy and not a woman coming of age. I created the @dazey_la #shareyourselflove challenge to helps girls of all ages realize we are way too hard on ourselves 💕 As I get older I learn to appreciate the things that make me ME 🤗 I used to be self conscious and shy. Now I love being bold, unique, and standing out 🦄 Last day to enter the contest and share your story ✨

A post shared by Danielle Roxanne Nagel (@danidazey) on Jun 29, 2017 at 9:56am PDT

Fighting for Equallity

Growing up in left-winged California around so many different cultures and people has somewhat shielded me from the bigotry and racism that still happens today. With the current politically charged climate and hate crimes happening all around us, racism in America has become alarmingly apparent. I am shocked and ashamed that in 2017 this is still happening in my country. After the most recent attack in Charlottesville we wanted to use our platform to stand up to violence and racism. I choose to peacefully make a protest against hate using what tools I have, artwork and photography. Dazey firmly believes in equality for all and wants to give marginalized women (and men) their power back.

After the recent attacks my Facebook has been filled to the brim with articles and comments on the matter, but one status stood out to me in particular. A friend of mine, Gleeven (@afro.vogue), posted a status saying how heartbroken she was and how she didn't feel like her friends and family were safe in her own country. That really hit a cord with me. There is zero difference between Gleeven and I, and yet she fears for her life just because of her skin tone? It made me feel even more upset, I had to do something! By chance she reached out to me that same day asking to shoot. We had been trying to shoot for awhile and toyed with the idea of a protest-style shoot before, but now the timing was perfect. She helped me come up with some great signage, grabbed her gal pals, and we took to the streets!  

Gleeven is a model, stylist, influencer, and huge advocate for racial equality. She has incredible creative vision and a strong voice. She wanted to go for a very 60's style shoot which I thought was appropriate because it was in this era that people had to fight for their cilvil rights. I could not think of a more perfect person to collaborate with on such an important shoot. Below you can see the photos as well as some amazing words of wisdom from Gee herself in an open letter.

"I believe one of the most important first steps is realizing that when an issue affects any group, it affects the entire country. Many people go through their daily lives with a privileged perspective, ignoring issues that don’t affect them directly. They don’t speak out on injustices or bat an eyelash on plaguing issues simply because they are not suffering from these problems. If we start to become allies and speak out on behalf of one another in solidarity, I infer that we will start to see changes for the better." -Gee via galore 

Models:

@afro.vogue
@loveebonique
@iamlindaelaine

Photog:

@danidazey

"The United States is seeing hate crimes at an alarming rate. Black men are losing their lives because of the belief that their life is not worth as much as yours. Are you that filled with hatred that you would rather see another man slain than to change your heart." -Gee

"This country was founded on the belief that all men are created equal. If so, why do you perpetuate an idea that in order for this country to thrive, we must rid ourselves of minority groups..in particular; the blacks. Are we not all equal? It took leadership like Martin Luther King's to shape this country. Was he not as important as his white counterparts?" -Gee

"I was birthed by an incredible black woman, Davreen McBeth, who taught me the importance of self love and I hope to serve as a reminder for black women across the globe that black is strong, beautiful and resilient." -Gee via Galore

"I implore you to look into your heart and try to empathize with minority groups that fear for their lives because of the agenda you fuel. Imagine yourself in their shoes. How would it feel being hated for things you couldn't control like your skin color? Would you think America is great? How can you help to combat the racial injustices in this country?" - Gee

Best Boutique Lineup 

Here is an awesome little line up of our favorite LA based boutiques. You can also snag Dazey goodies at a few of these shops which makes them pretty cool in our book! I love gorgeously curated stores. As a clothing designer nothing beats the feeling of browsing through a truly inspiring boutique. Of course the shops we have featured below are ran by equally inspiring women. When I support local businesses like these I know my money is going towards a hardworking entrepreneur who's adding value and a special touch to the city. It literally feels GOOD to spend money lol. 

This article was written by our awesome contributor Shiloh C. She is a forensic psychologist and travel blogger, basically a badass Dazey Lady. She wrote an article when we first launched the Zine on the 10 Best Coffee Shops in LA you can see HERE.

The Canyon

5911 1/2 Franklin Ave.

Franklin Village

This cute shop is brand new to the neighborhood, but already looks like it's been a staple for years! Decorate with big beautiful cacti it definitely fits it's cool, SoCal feeling name. Set up right in the front of the shop is a table with a bunch of Dazey tees, so you know they've got good taste! Mainly an apparel shop with a range of super charming accessories and home decor too, this place is a one stop shop to find your new favorite, bohemian style outfit.

 

Friend Mart

970 N. Broadway #105

Chinatown

Friend Mart lies in the center of Chinatown in a shady little courtyard. But the neon logo sign hanging on the wall is like a ray of sunshine once you step foot into this cheeky shop. There are virtually endless rows of patches, enamel pins, and apparel adorned with cool pop culture imagery.  You can also find hotel room keychains, hair clips shaped like dogs, and butt-printed socks. But the real highlight of this unique shop is the embroidery station. You can bring in that boring denim jacket (or whatever) and get lettering and graphics embroidered right there in the store. 

Nico & Bullitt

2205 W. Sunset Blvd.

Silver Lake

Entering Nico & Bullitt is like stepping into a rad time warp where you want to try on everything and just kind of hang out for awhile. There so much to look at that it's difficult to keep focused! The decor is amazing, and the fashion is exceptional, especially for ladies who love the Dazey look. Aside from some great graphic tees, I had my eye on the candles and ceramic mugs; the necessities of life!

Shout and About

1547 Echo Park Ave.

Echo Park

I was pleasantly surprised to find this sweet little shopping district tucked into an Echo Park nook. Shout and About is distinctly Californian and makes you want to spend your pennies on adorable little cactus pendants and, "Oh hey these cactus dessert plates match!" There was an impressive selection of original artwork and beautiful wrapping papers as well as more functional items like water bottles and blankets, all in beautiful bold colors.

Shorthand

5028 York Blvd. 

Highland Park

This adorable store was like medication for my OCD tendencies. A place for everything and everything perfectly in its place. Everywhere I turned there was no shortage of colorful rows and containers of office supplies (another obsession of mine) and beautiful paper products. I love a place where I can indulge in all things girly and still feel like I'm purchasing items that will ensure my productivity, while promoting a sense of female empowerment. Shorthand was all of that, wrapped up in a very neat, colorful, perfectly-shaped bow.

Myrtle

2213 Sunset Blvd. 

Silver Lake

Located a few doors down from Nico and Bullitt, Myrtle is like the more responsible older sister. The shop is definitely a reflection of how I aspire to dress; classic clean lines with a sprinkle of patterns and charming details. The more you browse, the more you view the depth of the inventory here. Lovely printed dresses and funky neon jewelry feel quite comfortable next to each other in this sophisticated space.

 

 

Dazey Lady Feature on Ali Hynek of Nena & Co.

I have been a fan of Nena & Co for a long time! Their bags and camera straps are just gorgeous, and the colors and prints they use are incredible. What's even cooler about Nena is it was founded by Ali Hynek, a mega boss babe and new mama of triplets! I had been following her along on Instagram for awhile and loved her sense of style in both fashion and home decor. Plus, adorable triplet pictures, are you kidding me?! I know firsthand running a business without kids can be hard, so I am beyond impressed and inspired by Ali! 

I was contacted by them for a giveaway and was stoked to collab with such an awesome brand. Around the same time, I attended an event for Show me Your Mumu and ran into Ali there! Of course I knew ALL about her life via Instagram and was borderline starstruck to meet her haha. Little did I know she knew about Dazey too and watched our Insta Stories! Of course I asked her if I could feature her as a Dazey Lady.

Up until now we have featured local LA ladies I can shoot myself but am so thankful Ali took the time to snap the photos below  :) She also really put the time in to thoughtfully answering our questions. She has built this successful business from the ground up and has some awesome wisdom to share! 

What did your life & career journey look like up to starting Nena & co?

I worked for big companies in the past in management and marketing and left knowing that I never wanted to work for a male dominated work space again.  When I married my husband Jeremy, I uprooted my life in Utah and moved back to California and was working at Restoration Hardware! It was part time and so I had some time to create Nena & Co. on the side.  

What inspired Nena & Co? What were your first steps in starting it?

I never focused on wanting to own a company, rather I wanted to surround myself with things that I loved and good people. I'm so in love with my heritage of being half Guatemalan and I was so taken with the talented artisans there and I decided I needed to fit myself into the equation. I started small and created my own logo, website and would use photos that I would take with my Iphone and use it for my product page cause I didn't have a camera! My mom had contacts in Guatemala that worked with artisans and so we worked with a liaison to get product. I used IG as my only source to sell and market Nena bags and just asked friends and family to spread the word for me! I remember getting my first order from a stranger! I couldn't believe someone placed an order that I didn't know. It was working! My business was growing!

Your bags are produced in Guatemala and made one of a kind, so amazing! What is the process involved in creating them?

Oh man...it is a BIG process! We have two main collections; The One-of-kind collection which is made up of "found" hand woven fabrics that we hand pick. The Artisan collection is made up of newly woven fabric which allows us to give sustainable work to weavers as well as leather craftsman. Because I believe in bring a fair trade company we decided the only way to truly know that the people making your goods are being treated and paid fairly is to manufacture ourselves. There is no middle man. We are it. So Nena & Co. has its own master craftsman shop in Antigua Guatemala where we make ALL of our bags. The fabrics are usually made in peoples homes by women and we make it as easy as possible for them to work with us. Everything gets shipped to our warehouse in Utah where we photograph every single item in-house and list it on our website. This is the REALLY simplified version of course!

Tell us about how you got Nena to where it is today.

Like most industries you have people that want to do what you're doing and so Nena & Co. has to constantly be evolving. We have to be more creative in our designs and marketing. We have to have better customer service and processes. So I try and set a high standard for myself and hire people that can do what I'm doing but better!  

What are some of the highs and lows of running a business?

Lows are always when things go wrong. I remember the first time I got a shipments of bags that were ALL made wrong. I had been trying so hard to set a high standard and the quality of these bags were not meeting it. But it was a good lesson on being creative. that's when I decided to have my first warehouse sale. It was the first time I had opened my doors to the public and I was so worried that no one would show but we literally had a line around the block! Women were even excited just to meet me and congratulate me on how far I'd come. Hearing people tell me they had followed Nena & Co. right from the beginning was so touching!

Okay so you are a new mama of triplets and run your company! SO IMPRESSED as is everyone else I’m sure haha. How do you do it?!

I'm not as on top of life as I wish I could be and it is definitely hard! I couldn't just abandon Nena & Co and all the people it now supported when my babies were born so I planned that I would have to let other people help me. We went through a lot of people in our office until we got the right ones and I was dealing with that right up until I had the babies. But lucky for me I work with my mom who never gave up on helping me create a good team. I was on bed rest for the last two months of my pregnancy and she would come to help me get things done around my house and then give me an update on people she had interviewed. She now manages all our Nena's manufacturing and has been a life saver! I also planned to hire a full time "house hold assistant" and she's been with me for almost a year! My number one most important role is to be a mother, so I'm with them every waking minute of their lives. But when the nap or sleep, i'm working and my assistant is helping me around the house or grocery shopping. My babies nap about 4 hours during the day and are asleep by 6:30 PM so that gives me time to get most of what I need to done at work.

What do you see for the future of your company?

I see us growing by adding more artisans from around the world!

What does being a “Dazey Lady” mean to you?

I think being a "Dazey Lady" means to stick to your values and your vision. There is something so pure about staying true to yourself and that is so attractive in a person.

Dazey LA x Marloe - Feature and collab clutches 

I met Analisa of Marloe a few months back when she reached out to me via email. She initially proposed doing a collaborative shoot but after looking at her website I had more in mind! I instantly feel in love with her gorgeous leather goods. She fuses simplicity with unique design elements giving the bags a unique twist. I also love the bright pops of colors she throws into the mix!

We met up for coffee and discussed details on how we could work together. I began carrying a handful of her bags in the Dazey Lady Shop, a section of our site dedicated to selling and supporting other female entrepreneurs. I also began carrying her bags on my body everyday LOL ;) The pink layover tote fits my laptop perfectly and is so comfortable to wear! I also use the black bucket bag as my everyday go-to purse! They were doing so well on the site that when Analisa approached me about a collab I was SO on board. I've always wanted to see my designs on leather. The two pieces came out gorgeous and I am so proud of them. Nothing like working with a fellow female on an amazing project!

Below we have a full feature on the boss babe behind the brand and on our collab pieces! Analisa began sewing all the bags herself out of her house before moving to her current studio. I love small beginnings stories like this. Be sure to check out all the fun Q & A's, photos, and our collaborative designs below! 

SHOP OUR COLLAB & HER BAGS HERE

1) What were you doing before Marloe? Walk us through your career up until the point you began your company!

No success story is simple. Mine is a success story of emotional roller coaster proportions. I quit my stable job as a visual merchandiser to set off on my own in order to discover a new me. What an undertaking! I was interviewing over and over for various creative jobs in leading companies, but there were no call backs. I was broke and unemployed for almost a year leaving me with no choice but to go back to retail in order to pay the bills. Funny enough, I met my soon to be husband, at the company that hired me for sales. He knew that retail was not where I wanted to be so he encouraged me to do some creative volunteer work on the side. I left retail once again to volunteer my time at a well known, leading event company based in LA. I learned so much from them but the biggest take away was a simple pile of faux suede that they threw away. Which I naturally scooped up for a creative project.

I volunteered two days a week and the rest of my days were spent job hunting. Again, I was down on my luck. No one wanted to hire me for creative positions. In order to fill my time, I started messing with that pile of fabric that the event company threw away. I decided I was going to finally master the art of using a sewing machine. That was easier said than done. It was awful! I couldn't sew a straight line to save my life!

So I practiced until my lines got better. Then I taught myself how to make a tote. A few samples later, I finally made a somewhat presentable version of a tote. I had no intension of making a career out this, but my tote came in handy for my intense volunteer work. Part of my job description was driving and running errands all over the LA area, from Santa Monica to North Hollywood, to Downtown LA and back to Culver City, where the event company's HQ was located. Well to my surprise, everywhere I went, people wanted to know where I got my bag!

2) What got you into bag making? Are you self taught? Would love to hear about how began making them.

It all started when I used a tote that I made as a time filler project. I couldn't go anywhere without at least one person complimenting or asking where they could buy that same bag. I always laughed when people asked where they could buy one, only because I couldn't believe that my sewing skills had gotten so good, that my tote looked store bought.

So, my "ah-ha!" moment happened right after that experience. I thought, "Well, people are constantly asking about my tote, I am a walking billboard, why not start an online shop for my totes?!" So, I did just that. I had really good sales with orders coming in constantly. Eventually as Marloe grew, I stopped producing the faux suede totes and started making genuine leather product, which I also taught myself how to work with.

3) How long has Marloe been around? Would love to hear the journey of how it began.

Marloe officially turned three years old this year in March! We're still a very young company, but we've come a long way, and hopefully have a full journey ahead of us.

4) You now have an employee and your fiance helping you out! How have things changed since you first started?

At the beginning it was literally just me! I was a single lady boss running the show. It was crazy once I started to get more inquiries than I couldn't manage alone. It got to be pretty challenging to make all of the endless orders and still have the time for meetings and all that comes with running a business. My fiance came to the rescue and took over my sales and marketing sector. I have since hired a part time production assistant that does just that, assists me in the production of Marloe goods.

5) Production can always be tricky! How do you plan on scaling that as the company grows?

Marloe has already come so far since I started this company three years ago. I started making bags from my home office in this tiny nook. Now housed in a warehouse, I still want to make sure that everything is made in house to ensure quality and Marloe standards. Not to mention, being able to provide a fair price to my customers. 

As Marloe grows, I hope to continue to add to my production team and continue to produce Marloe goods in house. My goal is to always remain affordable without compromising quality.

6) What makes Marloe different than just grabbing a bag from a department store?

Each Marloe piece is hand prepped and handmade in our warehouse studio just outside of Long Beach, CA. I personally hand pick each leather and make sure that it's tough and durable while still being soft and buttery to the touch. I never want to sell anything to my customers that I wouldn't use myself. All of our bags are priced fairly because I make each bag by hand with the help of my in house production assistant.

Marloe goods are different in the sense that our bags are not mass produced. Most of our designs are made to order in small batches. We hand trace the pattern onto the leather, then hand cut. Every step in the process is thoughtfully handcrafted in house.

Each bag has a story behind it. I designed each piece based on my own personal style, travels, and experiences. Some of my designs are even named after important people in my life. The Martina Backpack is named after my Dad, Martin. He taught the art of being a business owner. I have never met a more hardworking person on the planet. The Leena Cross- Body was named after my Mom, Avelina (ah-veh-leena). She taught me that one handbag is never enough! (haha).

7) I love your unique and simple logo & name! How did you come up with it?

Simple was always the inspiration for coming up with a logo and a name. For weeks I wrote down words and phrases and weird word combos. After a few ideas, I knew I wanted my company to have a, single, strong, but also, feminine word/name. I then heard the name Marloe in a song and thought, PERFECT! It was exactly what I had pictured as the name for my company. Then I jumped on my computer and started designing my logo in AI.

8) So you have a side hustle still, tell us how and why you choose to balance both.

I had no real need of getting a side job other than I missed visual merchandising. I'm naturally very good at it and it's weirdly therapeutic for me.

I do the majority of the visual merchandising at 6th and Detroit, a vintage home goods shop in downtown Long Beach, CA. It sounds crazy and oxymoronic, but merchandising at 6th and Detroit is my zen. It's my spa day two days a week. It's pretty insane having a side gig while running a very busy and successful company, but I love it. It's something that is quite fun for me.

I want people to understand that it's a different era. You have to do what makes you happy. If you want to have multiple jobs then you should do all the things you want to do. Now, don't get out of hand and start a million different projects but if you can do at least two things that you love at the same time, then do it!

It took me a long time to let go of what people might think. I was afraid for a long time that my customers would no longer think of Marloe as a successful and legitimate business if they saw me working part time at a shop, but there's something to be said about people who can do both. It's incredibly humbling to walk into my office and run the show, answer emails from big companies wanting to work with Marloe and then two days a week answer to another lady boss and still feel powerful.

9) What does being a Dazey Lady mean to you?

To me, being a Dazey Lady means always supporting fellow women. I feel that society has engraved in women's mind to think of each other as competition. I think that stems from the fact that even though, times are changing, there still is a lack of opportunities for women. Which forces us to compete for that one job.

I think is time to change that mentality and start encouraging change. Let's work together and push each other to do better and to be better.

Sisters & Cactus Connoisseurs - "Best Little Cactus Shop in LA"  

Last week I had the pleasure of meeting the lovely sister duo behind Ponderosa Cactus, one of LA's cutest cactus shops. Located in the up & coming neighborhood of Highland Park, this little shop with it's adorable orange door makes an amazing addition to this area. Boss babes Andanette (right) & Daniella (left) both came from very corporate worlds in the finance and pharmaceutical industry before taking the leap to boss-dom. Ponderosa has been in business for one year and they plan many more to come. 

As someone who runs their business primarily online, the Brick & Mortar concept both frightens and excites me! I feel like it's the secret dream of most online retailers including myself. It was awesome to meet some gals that really dove in head first and are living that store-front life :) I even took a cactus cutie home with me and it looks incredible in my living room! They really spent time helping me decide the best one, pot it, and carefully pack and load it into my car. That's the service and love you get when shopping small! 

http://ponderosacactus.com/

Read below Q&A and see the photos from my shop visit:

1) What is Ponderosa Cactus for those that don’t know? What did you set out to create when you decided to start it!? 

Daniella: Ponderosa Cactus is a small cactus shop that offers a variety of unique cacti to fit any space, indoor or outdoor. We like to say we have a "back door" because we offer other services such as landscaping, consulting, showroom decoration, staging and planting. We wanted to create a space that was inspiring to others.

Andanette: Ponderosa Cactus is a cute and unconventional cactus storefront nestled in Highland Park. We set out to create a new take on cacti. Thought as unapproachable, we want everyone to appreciate the goodness a cactus can bring any space at an approachable price.

2) We think it’s SO cool that you guys are a sister boss team. Is it hard working together with someone so close?

It's actually the best working with a sibling. We know that each of us is putting a 100% at the table. It really makes the days fly by and projects easier to take on and complete. We have each other as a support system and collaboratively make one another strong. 

3) Tell us a little bit about your background. What did you do before Ponderosa and did you have experience in the nursery world?

Daniella: Our summers were working alongside our mom in the nursery. When we weren't working on homework we were watering the lines of plants. I attended the U of A and focused my studies on physiology. After some time in Tucson, I headed west. I was offered a job in a phase one pharmaceutical company.

Andanette: I attended the University of Arizona and received a degree in International Studies focusing on world economies. After graduating, I found a job in finance, for a corporate law firm, in downtown LA. We grew up in the nursery world, our parents have owned their nursery for over 25 years. Each summer we would earn our allowance by helping out at the store. Our dad often joked that we would return back to what raised us. And here we are!

4) Many Dazey Ladies talk about the “big leap” being such a huge scary decision! How was it for you guys?

Daniella: There was a undiscussed fear that lingered for a few months after opening but we were so confident that the cacti, the stars of the nursery would do well. 

Andanette: Yes and no. The "big leap" felt so reviving! Walking into your future is scary, but it's mainly the self doubt caused by horror stories you heard from others. Once you learn to shut them out, it's smooth sailing. Of course the bright days don't make an experienced sailor.  The mistakes you make in the beginning are more like lessons that build a strong foundation.

5) You mentioned this younger generation being very supportive of small business, we love that! Would love to hear more of your thoughts on that. 

We feel that our peers are supportive of entrepreneurial ventures. More often than not they are at some stage of pursuing their own special interest. So we exchange some encouraging words and have a instant recharge.

6) OK so everyones dying to know what are the best tricks for keeping succulents and cactuses alive?!

Don't over think it. They are so simple to tend. Funny as it sounds, plants communicate with you when they are sad or happy. New growth will show if they are happy, wilting or lack of color will reflect their sadness. Succulents need water every 10 days. Cacti need water every 15 days. The amount of water is comparable to the size of the plant. Simple?

7) What are the highs and lows of being self employed? How do you deal with the hard times? How to you celebrate the good ones!?

When faced with a bad day, it's okay to just mope for 3 minutes, at most. Then wipe the bad thoughts! Don't let frustration pent up; if tackling a bigger than life project take it in baby steps. It will get done before you know it. Set a calendar with a new task to do every hour. As your own boss, you won't really have a day off, but you're rewarding yourself with a life of purpose. Celebrating the good ones is by soaking in the satisfaction, appreciating the very moment. Take everyday with a new light, "this day will be greater than yesterday."

8) What’s your #1 tip to someone looking to start a brick and mortar shop?

Daniella: Stick to your vision, stay true to your brand. Don't jump into a space unless you're completely sure. You'll know it's the right spot when you can imagine yourself on the opposite side of the room greeting people in your shop.

Andanette: The best way to find your brick and mortar is driving around your ideal area. Walk up and down the area get a good idea of the neighborhood. Just search up and down the area. Something will pop up. Don't hesitate to call be persistent with the search. If you can't find something there go to a nearby neighborhood. Restart the same process. Make your first ideal place be your ultimate goal for the year to come.

9) What are your future plans for the shop!?

We would love to expand! Keep the boutique style, but have more property to showcase our cacti cuties! 

10) What does being a Dazey Lady mean to you?

Daniella: Being a Dazey Lady means a lot to me. It's an art of being conscious. We all have a purpose. With collaborative efforts, like what Dazey provides, we each help each other leave a larger imprint in this society.

Andanette: It's about supporting one another, radiating positivity. We each are on a venture to making our dreams a reality, learning of other Dazey Ladies in their different chapters is spirit lifting. So happy to be part of something so positive! 

This video explores the full process Dani of Dazey LA takes to design, manufacture, shoot, and release a collection. A true behind the scenes look into running and creating a fashion brand. Follow all the small business fun @dazey_la where we share BTS daily!

There is a lot that goes into the making of a clothing collection and this is my best shot at breaking down the process into five easy steps! I can only speak from my personal knowledge and attest to what works for me. Hope you find it helpful :)

We made a full video on the topic with the amazing Marissa Rascon of Reel Rad Films. Please check out the vid along with the steps broken down in words and images below!

Step 1: Find your theme and inspiration

It can seem daunting to design a whole collection! A great way to get started is to come up with a theme. For this collection I wanted a tropical look mixed with positive verbiage promoting self love. Once I had that established it was much easier to plan the designs to match.

I can pull inspiration from everywhere and anywhere. Once I go into "inspiration hunting mode" I find it in all sorts of places. Sometimes that means coming up with an idea while I'm walking around the street or as simple as scrolling through Pintrest. There's not some big secret to being hit by inspiration, you just have to look for it.

I jot down all of these ideas in my phone so when it comes time to design I have a good list to go off of. I write little descriptions for each idea, and then find a few inspiration photos to reference. I put those photos right next to the blank page I am designing on.The trick is pulling bits and pieces from each inspiration image to create something totally new. I do all of my designs in Adobe Illustrator using a drawing tablet and then texture in Photoshop. It's very important to me that each graphic has a hand drawn feel and vintage vibe to it.

Step 2: Merchandising

This is a super fun step! At this point I have all the designs created but no solid color story or idea the fashion bodies yet. I play with all sorts of options and colors and see what works best.

Coming up with colors has a lot to do with the season and feel of the collection theme! For the Summer of Self Love collection I wanted warm and fun colors that reminded people of a sunny day at the beach. I went for a playful pink and rich cognac to add that pop of color! There is even a splash of teal in two of the designs to add that tropical feel. I try to tie those colors into all of the graphics to make everything look cohesive. Good merchandising is all about making a collection that looks solid together! 

We have our classic tee as a staple but I usually design some special cut & sew bodies (term for the blank tee) to make the collection more unique. A lot of tee brands buy blanks from other companies and just print their design & logo on them. At Dazey we wanted to make everything custom just for us! Often times I use flat photos of tee bodies and manipulate them in photoshop to look like a brand new design. For example, the tanks you see below are just photos of the tees with the arms cropped off haha. If it's a totally new body I have to create it from scratch in Adobe Illustrator making a flat illustration. 

Once I have all the bodies and color story it's time to match the graphics to the tees! I line up all the bodies in photoshop and plop the graphics on top to get a visual. This process can take some time to get right. I do two color and body offerings per graphics so I try to make them different enough, yet still work on both bodies and color-ways! 

Step 3: Production

A necessary evil. Finding a great factory to work with is key. Luckily, I have an awesome production partner who is really great at bringing my ideas to life. We also get along famously and have such a fun time working together! We met though one of my freelance clients at a trade show, networking and putting yourself out there is so important.

My production partner is on board with my mission to make things locally to order. We do this in an effort to avoid waste and create the best quality garment. They sew small batches of the blank bodies and as the orders come in they will print the graphics via a screen printing process. The tricky thing with going about creating the clothing in this way is it takes time! Hence my adoption of the phrase, "Slow Fashion." 

I send the team over my mock up of the collection and they get to sampling. Once they have the first samples of the bodies I will try them on and make adjustments on fit and color. Once the bodies are approved they will do the prints and then deliver the full collection ready for the shoot! 

Step 4: Shooting the Collection

This is what really brings everything to life! I love putting the clothes on the models and seeing new Dazey in action.

I choose to do my own photography to keep everything cohesive and on brand for Dazey. Shooting graphic tees can be tricky so I'm extra careful about the models poses and hair placement. Plus I love taking pictures haha. 

All of my lookbook shoots are a huge collaborative effort. I invite other female entrepreneurs to join in so we can all benefit with killer content. We also benefit from cross promoting each other's brands in posts. I often work on a trade basis, like trading graphic designs or photos, so most of my shoots don't cost me a dime. For this shoot Marissa of Reel Rad Films approached me with the idea of making a video and hooked up the epic location though her friend Michelle of 6th and Detroit. We pulled in a jewelry designer to dress up the Dazey and the models even helped style with pieces from their clothing line, Monatazami Brand. A 4th generation lei maker contacted me via Instagram about collaborating and I knew it would just be perfect for the vibe :) These are just a few examples!

All the Dazey Ladies involved in this shoot and video:

Step 5: Going Live

Lastly, I have to get everything up on the site and make some serious commotion about the new collection! I use Shopify to host my website and it makes it pretty easy (yet sometimes time consuming) to upload products. I make sure to post photos showing off the garments from every angle. Descriptions are very important too for an online store since people can't see and feel the goods in person. Be as specific as possible naming fabrics and dimensions. On top of the technical stuff be sure to write a little story about the inspiration behind the piece and what it means to you. When it's all ready, go ahead and publish... ahhh!

Then you have to promote! Post everywhere and anywhere. I'm talking emails blasts, multiple Instagram posts, Insta story, Facebook, Pintrest- basically all the platforms you have. Have your fellow collaborators post that day too so you can really hype it up. Then all you have to do is watch the sales come in haha, though this can take time! 

Shop this full collection HERE :)

When you think of "Jeans and a tee" you likely imagine a very casual run-of-the-mill outfit. Not here at Dazey! I’ve partnered with one of my favorite denim brands, AG Jeans, to show you four fun ways to dress up your Dazey & denim. As you may know I’ve been challenging myself to wear #dazeyeveryday and it’s helped me discover so many fun ways to wear a graphic tee. It just requires a little thinking outside the box and some fun accessorizing! 

Top Tips:

1. Try an overall and tee combo! The AG jeans with suspenders are great for showing off the graphic! I have become obsessed with this style. Leaving one strap down allows the graphic to peak out a bit which gives the usually “cutesie” overalls and edge.

2. Wear unexpected shoes. One easy way to dress up denim is with a funky heel. Here I’m keeping it semi-summer casual with wedges and mules, but they really do the trick!

3. An accessory is key. I love dressing up my Dazey with playful accessories. Try a scarf, hat, funky earrings (like our macrame or pom earrings), or a statement necklace or choker. You don’t need a ton, but one or two looks great.

4. Denim dresses for the win! Nothing screams summer like a nice denim dress. By pairing it with a simple text tee it makes this look more casual, perfect for a BBQ. 

Hope these tips are helpful and give you some fun ideas! Be sure to try out some of these looks and also put your spin on it!

Below are some photos showing how I styled AG & Dazey:

Caroline and Anne reached out to me awhile back to do a post on how they each styled a Dazey tee differently! They are working on a little series together called #twogirlsonekit where they explore how two different girls can style things differently to reflect their personal style. I loved their blogs and was stoked for the Dazey tee feature! Upon further inspection (aka Instagram stalking) I found out these were some major bad ass Dazey Ladies!! The list of talents they each have goes on for days. These women are living proof you don't need to choose just one career path or passion to pursue. 

One of the things on their serial entrepreneur list is @lightlab. This airy space with fun pops of pink is a studio & event space they co-founded. I had been seeing pictures of it pop up all over the internet! It is beyond beautiful and I knew I had to feature these two talented ladies in their space. 

Xx -Dani Dazey

You guys have created a truly gorgeous space! Why don’t you describe Light Lab to us and the purpose behind it?

Light Lab is a creative studio that is a space for us to play + use our imaginations, as well as enable others to do the same. 

I understand that you both fully renovated this space yourselves! Please tell us a little about that process.

It was an 8 month process that really took a lot of commitment from us! We gutted the space and slowly built out the bathroom, kitchen, and lounge in stages. We learned a lot in the process!

You have killer taste in interiors! What are some decorating tips you have for other Dazey Ladies?

Anne: My main tip is patience! No space comes together overnight -- or rather, the ones that do look like they did! Let your home evolve over time and it will be a true reflection of you.

Caroline: Don't be afraid to really reflect your personality and the season you're in. Interiors are just another accessory! If you grow out of something and decide you hate it, it can be changed easily. So don't hold back, and have fun!

You both are creatives of many talents! Please tell us all the different things you guys do :)

Anne: I am a lifestyle blogger, stylist, writer, occasional photographer, and sometimes interior designer. 

Caroline: I'm a wedding photographer (@woodnotephotography) , a commercial photographer (@echoandearl), a carpet importer (@cococarpets) and a social justice advocate (@cmonteam). also an Instagrammer / traveler / wife, also light lab. the list goes on. :)

What would you consider your “main gig” out of all these amazing things!?

Anne: Right now my blog is my main gig, but my plan is to transition that to doing mostly writing.

Caroline: Oh jeez. Advocate? I hope everything that I do is centered on human dignity, equality and justice.

What does an average work day look like?

Anne: There isn't an average day! In a given week I might be shooting a cute shop in my neighborhood, meeting prospective renters at Light Lab for a site visit, styling a photo shoot for a client, and running around town taking meetings with colleagues.

Caroline: My days range from being in the jungle in the Democratic Republic of Congo, Africa (what I'll be doing later this month), to writing emails at a coffee shop in LA (me right now). There is no 'average' :)

Let’s rewind things back a bit! Did you guys attend college? What did you do career wise before becoming creative entrepreneurs?

Anne: I have a degree in English from Stanford University and prior to starting my blog, I worked as a consumer strategist in Manhattan.

Caroline: I went to school for art history and film studies -- and I saw myself doing music! Who knew :)

What are some of the ways you guys have promoted your work to get clients?

Anne: In the early days, blogs were king. Then it was Twitter, and now it's Instagram. Who knows what's next?!

Caroline: Meeting lots and lots of people, being kind, making friends that become business partners / collaborators. (Like my story with Anne!)

Caroline tell us a little bit more about your rug business! How long have you been doing it? Would love to hear all about it!

Coco Carpets is almost three years old, I think? Or maybe almost two? I can't remember.. but it grew out of my love for art history (each rug is one of a kind!) and my love for color and incorporating other cultural traditions into my own life and home. I couldn't stop buying Cocos for my own house, so I just started making them available to others to buy, too.

Anne! It is SO cool that you have a book published! Please give us the scoop on whats inside and how you created it.

Thanks! My book explores the cross section between interiors and personal growth. It showcases the homes of people who designed their spaces to support the direction they wanted their lives to head, and tells the stories of how they did so.

Caroline, as a photographer what is your inspiration and favorite thing shoot to do? 

I love shooting PEOPLE! They're my inspiration. Each human and their unique stories and characteristics.

Anne, I think it is beyond cool that you work a lot with creating food content! What are some tips on taking the perfect foodie photo?

Personally I like a lot of negative space so that the food really pops from the frame! And of course any smudges or crumbs should be intentional, so make sure your plate and utensils are spotlessly clean and then add in a few drops or spills where you want them for an "effortless" look.

What are some of the most notable (or favorite!) clients you each have worked with?!

Anne: I've worked with plenty of big name corporate clients but my favorites are always the small, independent ones. For example, I adore some of the indie fashion designers we got to work with when Caroline and I were doing our fashion series together: Dazey LA of course, and also LACAUSA, The ODells, and Thacker NYC.

Caroline: Oh man. That's a tough one ... I shot a really fun campaign with keds + Create & Cultivate in November that featured 100 influential women... that was my dream gig. Rad brands and really rad gals!

What are your guys future plans for Light Lab and other endeavors?

Anne: When it comes to Light Lab, we'd love to host more workshops and events ourselves! As for other endeavors, I've already mentioned writing more, and I'd love to cover the health and wellness space more than I already do. I'm passionate about fitness and mindfulness practices!

Caroline: We're hosting some workshops this year that I'm really excited about! I love using the space to bring people together in freedom, creativity + community.

What does being a Dazey Lady means to you?

Anne: Being a Dazey Lady means having the courage to use your voice, and the compassion to speak up for others! 

Caroline: It means thinking of the greater good, and loving everyone -- beginning with myself!