Aesthetic Design Style House is a fashion services company representing independent designers. It provides resources to help take their businesses to the next level in the industry. Owner, Julia Rutland recently sat down with Indy's Attitude to talk about the exciting developments happening with Aesthetic Design Style House.
Indy's Attitude: Firstly, thank you, Julia, for taking time out of your busy schedule to fill us in on all the exciting happenings with ADSH.
Julia Rutland: Of course! Thank you so much for inviting me to do this interview with Indy's Attitude.
Tell us a little about Aesthetic Design Style House.
There was no blueprint for what we wanted to do so it took some time to figure it all out. We are a fashion services company helping fashion professionals by providing designer representation, fashion public relations, studio services, a place for our designers to display their collections, and, above all else, we provide support. There was no real support system in place for the independent designer in Indiana and most felt they had to leave to be successful. It is our hope that we can strengthen that system and keep amazing talent here while bringing new talent into focus.
We also represent a fashion photographer, a fashion stylist, and two models. It helps to have these resources under one roof so we are able to service our designers with anything they need whenever they need it.
What is the best thing about your job?
It’s not a job and that’s what I love so much! They say you never work a day in your life if you love what you do—it’s been a long road but I finally know what it means to be excited to get up and do what you love.
You’ve had some major developments and accomplishments in the past year. Tell us a little bit about your new home and merging with Ruby Leonne?
We finally moved into an office this past year and are extremely glad we did so. Having a space exclusively for Aesthetic Design Style House means we are taken a bit more seriously—though Starbucks has gotten a lot of our money.
The Ruby Leonne blog was such a wonderful platform for full-figured women to find support, resources, and up to date fashion for all sizes. The direction it was taking wasn’t exactly where they wanted it to be so they were going to have to close. I sat down with founder, Janelle Cissell, to brainstorm on how we could keep it alive. We realized what a great opportunity it would be to expand Ruby Leonne into its own brand and have them under the Aesthetic Design Style House umbrella. The plus size or full-figured market was one we hadn’t tapped into yet, and now we feel we have a great balance and so much to offer everyone.
ADSH represents a long list of emerging and established designers. Tell us a little bit about those designers.
When I began four years ago I made a promise to myself that I would never sacrifice my integrity or values by working with designers that I didn’t truly believe in and love wholeheartedly. Our company, as a whole, makes a point to choose designers who have an interesting and unique aesthetic and to also find items that no one else has. We have a couple of designers who design within the same category (e.g. handbags) but their collections are so different that they wouldn’t share the same customer. That’s the beauty of it all—being able to find retail establishments who fit each designer while keeping the integrity of the designer as well as Aesthetic Design Style House.
Today we have the best group of designers that we’ve ever had, and we are so excited about what the future holds.
Why is ADSH the best choice for independent designers?
We eat, breathe, and sleep fashion—specifically independent fashion. We are advocates and the voice for the designer which means we are personally invested in all they do and in their success. Also, we know how hard it is to begin a career in fashion and how much money it takes. We have taken that into consideration and have made it cost effective for them to hit the ground running.
What has been your proudest moment since establishing your company?
Having my daughter come to me and ask if she could work with me for her job shadow day for school. It made me proud to know she has noticed how much I’ve put into this business and that she wanted to learn more. Hopefully she can take over where I leave off.
What’s ahead for ADSH in 2012?
So much and our wheels are still turning. It’s all about collaboration, and we feel that is the only way the fashion industry in Indianapolis will truly grow and evolve.
We hope the events and programs we are implementing this year will only help to propel, not only our designers, but the fashion community in the Midwest as a whole. There are many projects we are working on which involve mentoring and guiding our young people who are interested in a career in fashion—they are the next generation and the better prepared they are, the easier success will be in their own future.
Last purchase: Birthday cake for my youngest daughter’s birthday
Three things in your purse/bag/briefcase: Leopard print tissue holder, lip gloss, and my daughter’s sock (don’t ask).
I am totally obsessed with: Palazzo jumpsuits
My favorite beauty product right now is: Falsies mascara!
My fashion attitude is: Classic, elegant, cute, sexy, glamorous or outrageous? Classglamgeous (Classic, glamorous, and outrageous). I love taking classic or vintage pieces and going outrageous in way of accessorizing—especially in the shoe department...and that’s always glamorous.
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Be sure to visit the Aesthetic Design Style House website and follow them on Twitter @aestheticdesign
Next Thursday we will be traveling back to Indianapolis Woman Magazine. Join us for more fabulous interviews and reviews on this stylish journey.
Christy Pastore, Adrian Kendrick and Devon Scott
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