It can be difficult to establish a clothing label company that is both unique but also targets a mainstream audience. How have you personalized your collection to stand out in the crowd?

 

I follow what inspires me. I’m easily inspired by the world around me, so I incorporate it into my collection. In remaining open minded and free I discovered what I wanted my brand to be so that when people see my clothes they automatically know it’s a Diaja piece.

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Behind every debut collection is a back story waiting to be heard. What factors shaped the origins of the Diaja label?

 

The short version to my story is doing things in the right timing. I launched when I felt the time was right. I’m going to be launching again (as a fresh start with an updated collection) but on a bigger scale in the near future. Everyone’s business is different and I respect the journey so I go with the flow of good timing. I make sure in all things I remain busy to keep relevant so I do photo shoots and fashion shows. It’s important to avoid being stagnant.

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In an industry that functions through disposable seasonal wear how do you intend on updating your collection, to reflect the latest trends?

 

I have silhouettes that won’t go out of style because I make sure they’re not too trendy, but I update the fabrication to keep things fresh. I then fill in the rest of my collection with what’s on trend… and that’s if I feel like it because I set my own trends and design based off what I feel should be in my collection.

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Behind every knockback is a valuable lesson that can shape the progression of the label. How have obstacles developed your understanding of the industry and what advice would you give to new emerging designers or entrepreneurs?

 

My obstacles have really opened my eyes to this industry to see that it really is cut throat. Sad but true but it’s the industry I love. I would say for emerging designers to trust no one, until you know it’s safe to trust them (and still keep a good eye on them). Get everything in writing and be clear when it comes to making business deals of any kind. I would also say to build a team of people who support your business and have your back because it’s necessary in this industry.

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Each brand envisions an ideal target that would flawlessly carry off their personal creations. Who would be the ideal celebrity to represent your brand and why?

 

I love Rhianna! I could see her crushing it in my designs. Of course I would create custom stuff for her exclusive from my collection. I feel she’s more like me (minus the weed smoking Ha!). She’s sweet, beautiful, unique, but also edgy. She walks to the beat of her own drum, and that’s totally me. I also like how she dresses the way she feels. I’m like that as well. 

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What are some of your rituals before you start to create your pieces?

 

I start with what inspires me and pretty much take it from there. Being inspired is the main thing when starting a new collection.