We were lucky to catch up with Joanna De’Shay recently and have shared our conversation below.
Joanna, so good to have you with us today. We’ve got so much planned, so let’s jump right into it. We live in such a diverse world, and in many ways the world is getting better and more understanding but it’s far from perfect. There are so many times where folks find themselves in rooms or situations where they are the only ones that look like them – that might mean being the only woman of color in the room or the only person who grew up in a certain environment etc. Can you talk to us about how you’ve managed to thrive even in situations where you were the only one in the room?
Fashion organizations can be very isolating because, by design, it was created as an elitist organization and designed to continually support brands and designers that have been proven in the marketplace. This leaves very little room for new ideas and perspectives especially those from designers and brands in the BIPOC community. Often times that meant that I was the only one in the room, at the table or on the Zoom call that was a woman of color in a sea of sameness. One of the most effective strategies that I learned early on is how to bring intrinsic value to a Fashion organization I was working with or involved in. The one thing that I had going for me was the fact that I held a Master’s level degree in Fashion design and despite how myopic an organization might appear, that skill set was invaluable and needed, which meant I was needed and could impart change within a Fashion institution despite it’s lack of diversity and inclusion. Being the only one in the room that looks like you also means that you have an obligation to ensure that you open doors and bring others in to diversify the conversations and lense that a lot of these Fashion decisions are being made through.
Thanks, so before we move on maybe you can share a bit more about yourself?
I was born in Accra, Ghana West Africa to a Nigerian father and a Russian mother which is why my clothing brand is called Black Russian Label. I hold a dual master’s degree, an MFA in Fashion Design and a Master’s in Management. I created Black Russian Label in 2013, a women’s upscale clothing brand for the global, chic woman who is unapologetic, bold, and empowered by her individual style. Over ten years ago, I left an almost fifteen-year career in corporate America to pursue my fashion dreams. Many have called me an ambitious, visionary entrepreneur who knew that she was not walking in her purpose. I decided that what I truly wanted was to create a purpose-filled, intentional life and brand with success markers, defined on my own terms. I am also an avid servant leader who believes in being a part of the solution and am on a mission to disrupt industries, create new narratives, and educate existing systems on the need for diverse voices and fresh perspectives.
I am also an educator, serving as a faculty Associate at Arizona State University teaching in the ASU/FIDM Fashion Program. Always an advocate for equitable discourse, I have embarked on a journey to help create a new fashion class around Equity to help enrich the program. The class is called Inclusion and Diversity in the Fashion Industry and is designed to foster an inclusive fashion environment where all voices and narratives are not only heard but honored, creating space for true collaboration where the fashion industry can be reflective of the diverse people it serves. One of my most important roles is as a warrior Mom to two amazing young men and everything I do is to ensure that the world is a safer, kinder, and more equitable place for them.
Next year, I am adding Author to my list of accolades as I write and publish my first Young Adult Book about Fashion.
There is so much advice out there about all the different skills and qualities folks need to develop in order to succeed in today’s highly competitive environment and often it can feel overwhelming. So, if we had to break it down to just the three that matter most, which three skills or qualities would you focus on?
The three qualities, skills, or areas of knowledge that were most impactful in my journey were advanced Education in the Fashion arena, impeccable follow-through, and the ability to network effectively. Most designers or design brand creative directors, don’t advance their Fashion Education formally or informally. This business is so fast-paced and things are rapidly changing and as a Designer, you must stay ahead of those changes. Often times those changes could save you time and money especially if there are new machinery or materials that could streamline design, manufacturing, or distribution. Secondly, many folks early in their journey forget that old adage, “Do what you say you are going to do”. That level of follow-through is what is missing today and is what makes the difference between someone getting a foot in the door. That all leads me to the last skill that I wish more young people would spend time developing which is the art of networking. Going to events to be seen is not networking. Going to an event with a purpose and having intentionality around your attendance there, that’s networking. I think folks need to learn the difference and harness the power of showing up and being prepared with cards, physical or digital, and at least one person that they intend to meet or make a connection with.
Any advice for folks feeling overwhelmed?
As a solopreneur, you are often times responsible for all aspects of the business and that can feel both lonely and overwhelming. My best advice for helping to mitigate this feeling is to understand where it is coming from and what solutions you need to put in place to help overcome it. One of the strategies that I utilize is simply asking myself is this something that YOU need to do, or can you outsource it and bring in someone else to take this task off your plate? For example, do you need a personal assistant to help organize your calendar or processes? Can you utilize an Accountant or bookkeeper to help with your invoicing and financials? Do you need a part-time person or even an intern to help you keep track of inventory or discover new “doors” to sell your product through?
Once you realize that you don’t need to do everything those feelings of anxiousness and being overwhelmed tend to dissipate.
Contact Info:
- Website: https://www.blackrussianlabel.com/
- Instagram: https://www.instagram.com/blackrussianlabel/
Image Credits
Model images courtesy of asddesign and photography
