How Fashion Reflects Who You Are

Wednesday, April 08, 2015
Interview with Amy Devan, Creative Director/Designer at NavedaTM

We as women love to escape to places every once in a while, right? Well, my personal getaway is usually gathering my thoughts and just writing! Sometimes, I just escape to the world of fashion and search for inspirations and styles that speak to my soul. Not long ago, I discovered a wonderful brand called NavedaTM. I had the chance to interview the beautiful lady and the founder, Amy Devan.


Does your brand reflect your personality? How?

I am a huge believer in that personal style is a direct reflection of one’s personality. We subconsciously decide to wear something because of the way we currently feel, or the way we want to feel. It’s just natural. NavedaTM is no different for me…I design partly for the woman I am, and partly for the woman I strive to become. The NavedaTM woman is independent, a free-spirit, yet glamorous without being ultra girly. Her style balances sophistication with a bit of edge as well as her inner dreamer.


Describe your brand in three words.

Chic. Ecclectic. Glam.


How do you keep your brand on the top of your customer's mind?

What is more important is to understand the customer very well. I think about what defines her, what she does, where she lives, who and what she is inspired by, and how NavedaTM relates to her lifestyle. She is independent in thought and action, someone who appreciates art and design, and is a lover of travel (among so many other things). How we market this brand is centered around drawing parallels between women with these character traits, and ultimately blurring the lines between social and cultural differences.


What does your brand logo represent?

The name itself is a quirky little way of reflecting who I am… if you take my first initial and last name and spell that backwards, it spells NAVEDA. The intricate wheel logo is symbolic of a spinning wheel and the details within it represent the embellished details that are part of our brand aesthetic.


Which Hollywood celebrity would you like to (or did you) dress?

I’ve had the honor of dressing some Hollywood starlets already and I’m ever so grateful! I’d love to dress Blake Lively, Kourtney Kardashian and Nicole Richie! Their style is iconic bohemian-glamour and that is NavedaTM.


What inspires you today?

I’m inspired most by faraway places…for a multitude of reasons such as for the people, the culture, the art, the architecture that resides within them. There is so much to learn from places around the world and I’m a global nomad at heart.


How do you translate your positivity and energy into your designs?

Thank you for such a thoughtful question! As with anything I am passionate about in life, I put my all into it. I work days into nights to do all I can to create what makes me happy, that echoes how I feel, and most importantly, what my customer appreciates. Each piece is carefully designed with the NavedaTM woman in mind…her whimsy, effortlessly-chic persona, her curiosity, etc. The purpose is simply to design clothes that take her creative soul on an escape…to somewhere exotic and beautiful. If through this brand, she has statement pieces in her wardrobe that she relates to and that help her make timeless impressions, then I’ve succeeded. 

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