This week designer spotlight features the very stylish female fashion brand, Adéy Soile
- HOW AND WHEN DID YOUR JOURNEY BEGIN?
The brand was conceived out of the need for chic, classic workwear and power dresses for the modern woman.
In 2014 I was working in a financial institution and didn’t want to have to wear basic suits. I wanted to look feminine and have my personality and aesthetic reflect in my work clothing so I started making dresses for myself. People asked me to make for them and that is how the brand was born.
We are passionate about empowering women in a creative, non-conventional way. We have since then expanded to include more casual and dressy nighttime pieces.
- WHAT’S YOUR SIGNATURE STYLE?
Our style and aesthetic is clean, classic, timeless and elegant pieces that can be worn year after year. Subtle details, structured frame and strong colours.
- WHO ARE YOUR IDEAL TARGET AUDIENCE
The Adéy Soile woman is strong, self-aware, confident and in control. She wants to look the part; whether it’s in the boardroom or in her day-to-day life.
- WHAT’S BEEN YOUR BEST MOMENTS AS A DESIGNER?
On this journey, there have been many ups and downs, highs and lows, but most special moments will always be when a client wears our piece and loves the way she looks. It will always be magical to me that something I imagined and brought to life has impacted someone else so positively.
- WHAT’S BEEN YOUR WORST MOMENTS AS A DESIGNER?
My worst moment is when a client receives a piece from us and is unhappy. I put my heart into this brand so it is a personal fail for e when that happens.
- ON A SCALE OF 1-10, WHAT HAS BEEN YOUR RESPONSE FROM CUSTOMER SATISFACTION?
I will say 8.5 because there is always room for improvement.
- WHAT MAKES YOUR BRAND DIFFERENT FROM OTHERS?
Yes we design, make and sell clothing to women, however Adey Soile transcends just clothing. It stirs up powerful emotions in women; inspiring confidence in the wearer.
The brand’s vision is to create female clothing that inspires and exudes confidence, beauty and self-awareness in women.
And because we are a brand that uses its heart, personalized customer service is at the very core of our being.
- KINDLY SHARE TIPS TO STAYING SUCCESSFUL IN THIS BUSINESS.
I will say Perseverance, listening to your customers, providing quality and serving a need are things that will aid in success.
- WHAT ADVICE WILL YOU GIVE TO START-UPS WHO HAVE A SIMILAR VISION AS YOU DO?
Understand your client’s wants and needs, work on providing quality and think long term.
- SHARE 5 FUN FACTS ABOUT YOU.
I like neutrals
I have to watch TV while I eat
In another life I would have been a DJ
I have worked as a bartender
I love dogs but had one for 2 days and returned it
