In Conversation With Nashira Arno

 

What made you decide to start a brand?

My brand started as a personal project. I had been in the industry, designing for multiple private labels.  Although I was having a lot of fun adapting to each of those different brand's aesthetics, I felt a deep need to draw a story of my own—one where I could play freely and explore by designing from the heart. I took the first step.  Then one thing led to another and here I am, representing my brand. 



Does your brand have a message?

Absolutely! Even though the message could shift from collection to collection.  Each collection evokes the metaphysical qualities of the gemstone showcased.  The essence seeks to be the same: that beauty is in simplicity & that the most unearthly of all beauties actually exist only in nature. For my "Soft Mod" collection featuring rose-quartz, which is also know as The Stone of Love, I give the world a note of loving energy. 

 

What or who are your influences?

From a conceptual standpoint I'm heavily influenced by nature and art, in all forms but especially space transforming media like sculpture, installation and architecture. Inspiration is also drawn from many different places, from my Latin American heritage to walking down the streets of New York City! 

In the fashion/retail industry I look up to companies and houses that manage to hold a great balance between a relevant, desirable product and a human social sensibility. 



What is the biggest lesson that you have learned since you started your brand?

That we, as humans, entrepreneurs and creators, are capable of so much more than we credit ourselves.  Also that magic happens everyday when we are open to it. 

What advice/warnings would you give someone looking to start his or her own brand?

To start! And to take it one breath at a time. This homemade rule applies to anyone that's looking to start anything of or for their own. The hardest but also first and most important step is to start.  With dedication, passion and sensibility the steps will light up on the way. 



How would you say the fashion/retail climate has changed since you started your brand? Is the change for the better or worse?

The industry is always changing quickly and drastically; and technology is playing a big part in it. However the biggest and most fascinating trend I've seen is, more than ever, customers are looking to connect with brands beyond the product.  This is keeping brands in check!  What they stand for, their craftsmanship, and their social responsibility are relevant, and this is a wonderful thing! 

 

What is the most recent book you read and did it feed into your creative process?

I'm currently reading 4 different books simultaneously, from alternative natural health, to a Japanese novel, a book on minerals and gemstones and a brilliant marketing strategy guide. I can tell you each one has a significant role in my creative process, stemming from well being. 

(Women Code by Alissa Vitti, 1Q84 by Haruki Murakami, The Book of Stones by Simmons Roberts, Positioning by Al Ries & Jack Trout).

Is there a brand that you wish you had started?

Comme des Garcons would be one of those because of the pioneering unconventional way they do art in a form of fashion.

 

What goals do you have as a designer? 

Always stay current, sensible and relevant. My most immediate goal is to develop a new collection around collaborations with mining & crafting communities around the world, especially in Latin America. 

 

What motivates you? 

The freedom to create. 

 

What is the best and worst part of your job?

Best part of my job is that I do it because I love doing it, and I get to do it all the time! There's no worst part.  It can be challenging at times, but I see it as learning opportunities.  

 

What's your life motto? 

When you do your part, the universe takes care of the rest. With clear intensions, well-focused work and a positive output, things will fall into place.


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