Shawl Dawls + Interview

About a month ago I took a weekend trip down to Temecula, CA (one of southern California's wine regions for those who are not familiar). I've spent a considerable amount of time there since I have family in the area so I know about the amazing farmers market they have on Saturday. One particular Saturday after the famers market I ventured into a local boutique and happened upon some convertible shawls. While I had seen similar pieces around before and even made something similar back in college, I had never seen ones exactly like these. So naturally, I tried on a few (in black). I was lucky enough to have walked in on the day Roshena, one of the designers behind Shawl Dawls, was coming in for what turned into a mini trunk show! I quickly fell in love with some of the slinkier fabric with fringe beading and a longer piece. The whole collection was so cool and versatile I had to get an interview with the girls behind Shawl Dawls.

Read on for the interview and tips for launching your career in fashion from Shawl Dawls! Oh, and just in case you were wondering I gored myself on a full two pounds of farmers market Medjool dates that day. I'd say sinful, but let's be real, it was necessary.

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Interview with Shawl Dawls: Julie + Roshena

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Shawl Dawls are incredible versatile and really bridge across all age groups. What was the original inspiration behind the design? Did you look to focus on one sort of look/age group, etc, and how did it emerge?

We were inspired to create a line around shawls after shopping for shawls one day and realizing that they are such a practical and at the same time fashionable piece that every woman should own. We figured that something that was both practical and fashionable would be a winning product, so we decided to create our version of the shawl with a modern twist.

We started with our basic Fleece Shawl, which we did not really design for any particular age group. But we saw that it appealed to women of all ages, especially when we created them in a wide variety of prints and colors, in addition to the fact that they could be styled so many different ways. The line then expanded from there as we played with different fabrications, trims, and details applied to the our basic shawl pattern. With a wide variety of shawl styles and all the different wardrobe options that can be achieved with each style, we further broadened our customer base and now appeal to tweens (they love the Finge Cut Shawl) and grannys alike.

I'm so curious to hear how you drafted your first design! Was it on paper, on a form, or did the idea just come randomly or organically?  

Well we knew we wanted to work with the shawl concept so we started from there and drafted our first design while playing with the cover-up idea on a body form. Once the basic pattern was developed, we then played with it to discover all the ways it could be styled. And as our business has grown, our customers, or "Dawls" as we like to call them, have contributed their own ideas which we are always so delighted to add to our list of styling options.

How did the two of you (Julie/Roshena) meet and what sparked the idea to create a line together?  

We were coworkers at a corporate apparel manufacturing company and clicked instantly due to our similar entrepreneurial mindsets. Prior to meeting, we each attended fashion school with the intention and dream of having our own fashion lines. After getting to know each other, we knew we one day wanted to pool our talents together to start a fashion business so we were always bouncing ideas off of each other. Finally, one of our ideas (a line of convertible shawls) took off. It was far from a fashion business that each of us would ever have imagined!

There are so many new and emerging designers out there. What is one piece of advice you would give to those looking to enter the field?  

Focus on constantly developing your business and people skills if your goal is to make a living doing fashion. Designers are gifted with creativity, but they must realize that savvy business skills are just as important and are vital to the survival and success of a fashion company. There are many free and inexpensive business resources and seminars out there to help you out, such as the SBDC.  Get connected, network whenever you can, and always be in learning mode. And don't go at it alone - find a mentor to guide you and help you avoid costly and amateur mistakes.

That’s great advice!I know your production is based in LA, was there a reason you were looking to keep the design/production local? With books like "Overdressed: The Shockingly High Cost of Cheap Fashion" and the growing media focus on the 'slow fashion movement' I think what you're doing is wonderful!  

It just makes the most sense for us to manufacture in LA - the city offers everything we need to produce our products at the right prices so why would we go anywhere else? We love that we can keep a close eye on production and quality, maintain personal relationships and communicate easily with our vendors, and manufacture our products quickly.

In just a few months you have gone from concept to being stocked nationwide, amazing! Where are you looking to take the brand? Do either of you plan on creating a namesake collection?

Our line is now sold in 18 states nationwide, going for 50. Then we want to really focus on taking it worldwide, especially after learning that there is a lot of potential with exporting and much opportunity within the global market. Overall, we work hard to build a solid brand and increase customer loyalty. Namesake collection - Roshena has done it with her previous couture line; Julie has no plans to branch off.

A huge thanks to those at Shawl Dawls for this interview! It is a seriously interesting peak into the fashion world.


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