TIW: As a new brand, you began introducing your scarves at city markets. What kind of emotions did you feel when taking that first step?
Shannon: There was this unknown but extreme excitement of doing something for me. It was scary because I used all my money...If it didn’t - or does not - work out, I’d be a bit worried, because we’re still living in the unkown...I feel like loss or not, I can pick myself up and move on to the next, because I did not start this to make money, more so to fulfill something in me that I was missing. I’m not saying [that] I have all the money in the world to lose, but I realize [that] I always find a way to survive - and this is no different.
TIW: What made you specifically choose scarves as your first area of focus?
Shannon: I felt like scarves were an easy way to dip my foot in - and the least expensive. It also allowed me to get [my] creative juices going again, by putting my hand and paper and drawing and getting those feelings out. Especially during the pandemic, it was my outlet to really put myself at ease.
TIW: You recently launched an apparel collection for the first time ever. What inspired you to expand into clothing?
Shannon: It was the ultimate goal. I just felt like I needed to wait before going all in with the clothing production. I wanted to see what happened with the scarves and how they were received...I wanted to start with simple and essential pieces with some beautiful details, but not rush into anything or follow any trends. I want to do what feels good, no matter the season. I realize that no matter if a piece is meant for summer or fall, if someone wants to wear it, they’ll find a way to make it work and incorporate it into their wardrobe.
TIW: Your garments are high-quality, simple basics. During our previous conversation, you expressed your concern that people may think they are “too simple.” As a designer and businessperson, how much do you value the general public’s opinion?
Shannon: I can’t forget [that] it’s still a businessness, and we’re providing a service. But, at the same time, I sometimes have to remind myself that you can’t cater to everyone’s needs, and not everyone will like what you do. So, yes, take what your customers want into account. But I also have to be happy with what I’m doing and putting out into the universe. And I’m not in [the] business of only pleasing. I’m in [the] business of being creative and letting my creative juices flow, and what comes from it will. And there are always customers that are willing to accept what you do and love what you do...Don’t necessarily go and follow trends. Do what feels good and what feels right in your heart. And, once you do that, I feel like everything else will fall right into place for you.
Image courtesy of Justine Boone
Image courtesy of La Tèla
TIW: I think it takes courage to design what you’re passionate about, already knowing that some people won’t care for it. What would you say to people who are doubting their instincts and feel pressured to follow trends?
Shannon: If you feel that pressure...to follow trends, don’t. Even now, sometimes I feel, “Oh my god, everyone is going to hate this.” Or, “What was I thinking?”...But you can’t wallow and sit in those feelings. We all have doubts. No matter how confident someone is, it still sneaks up on you. And you just have to remind yourself why you’re doing it. I never went into this thinking, “I want to make lots of money.”...I went in thinking, “It’s something fun I can work on. If something comes from it - great.”
But now it’s turned into a business that you have to pay attention [to] and make smart decisions. But that doesn’t mean you have to go and follow trends...You might go on Instagram, and you see a lot - “Oh my god, this person is doing this, they’re getting a lot of likes.” You can’t look at that. I feel like sometimes you have to kind of shut yourself off to that and realize not everyone is going to like what you’re doing...
TIW: After much trial and error, you finally found a group of trusted European makers to produce your items. What exactly do you look for in a business relationship?
Shannon: I feel most importantly - communication. Just like any other relationship, it’s really important...Being that I’m in New York, I speak English; they speak Italian. Things can get lost in translation or missed. And it’s really no one’s fault...But it’s being patient and fostering those relationships that help to get you through. It also doesn’t hurt that my husband is from Italy and sits in on meetings with me to translate at times. Hopefully, I’ll start my Italian lessons soon.
TIW: You’ve expressed your desire to connect more deeply with your wearers, not just as buyer and seller. What kind of role do you hope to play in the lives of your customers?
It’s kind of hard now to truly sit down and talk and get to know new people. But I do try as much as possible - whether it’s the models I shoot with or stylists I work with - if I’m shooting in my home, I’m the one cooking. I provide a spread and sit down at the table and eat and get to know the person behind the work. For customers, face-to-face is hard, but through social media, I’ve had lengthy conversations with customers. I want them to know that it’s not just a robot behind the screen. It’s me, and I’m here and open to talk as a friend...Even when I do these markets...I want to face the customers, talk to them, see what they like, see what they don’t like...I feel like that’s been a really helpful way to understand the market and see what people like...And, being a small business, also, when these customers buy from you, they really make your day. Because you just sold something, and someone likes it, and someone out there is wearing it.
Editor’s Note: At The Int’l Whisperer, we do our best to maintain the original integrity of our content. Interviews are edited for clarity only. While many of our subjects are interviewed outside of their native language or use their own local variant of a particular language, we recognize this as authenticity and refrain from “standardizing”
their original expressions, syntax, or spelling.