ON OUR RADAR: Desiri Couture

We love it when something extra special pops up “On Our Radar” and Desiri Couture certainly ticks that box in waves. In the latest in our series, we talk to Jen from Desiri and discover the secrets behind this unconventional and highly original line of evening and bridal wear. Click this way and prepare to become a fan…

Please tell us a little about yourself, your background  etc and how you decided to start your business? Has it changed over time?
It’s exciting how life can take you to even more interesting ventures when you are busy with other careers. My background is Journalism and much later Finance. It was back in 2013 while writing my lengthy dissertation that I launched my brand. I have no formal training in fashion, it came naturally to me. Since launching, our aesthetic has changed dramatically. We have embraced the ancient art of handcrafted needle lace and Irish crochet.

Wow! That’s such a incredibly interesting journey. Speaking of interesting –  Desiri is such a unique name! Where did it originate from?
Desiri originates from an Igbo (Nigerian) word meaning “destined to be”. This sums my interesting journey into the exciting world of fashion.

It certainly does perfectly! What are the best parts and most challenging parts of your business
Seeing your creations come to life from sketches is definitely fulfilling. Suddenly, what seemed like a challenging concept is now a reality and you feel a huge sense of personal satisfaction. Undoubtedly, a new and relatively unknown brand will face doubters, critics and all sorts of negativity that comes with the territory, but you just need to take the good with the bad and learn from objective criticism.

And what’s your proudest moment for the brand so far?
When you start a business it’s only natural to envision how you would like to see ideas unfold, but it doesn’t necessarily mean it will happen that way. Seeing our creations worn so elegantly on the red carpet is certainly a proud moment.

Describe an average day at Desiri?
It can be very hectic from mundane tasks to pinning mood board/sketches and fabrics. Creating the block/patterns and then sewing. I must add that doing what you love makes it all worthwhile and fun.

Certainly, do it with passion or not at we say here at FDJ LDN! What influences and inspires you?
My family is the main source of positive influence helping me stay true to myself and pushing me creatively. I am inspired by nature and its beauty.

Well, your collection is looking FIERCE – if you HAD to pick, which piece/s would be your must-have to get you through AW15?
I would pick our structured hood print dress. It’s versatile and would suit every shape. A sure must-have!

What do you think the Desiri customer is like?
Desiri customer knows and values good quality hand craftsmanship. She’s confident, effortless, and knows her true worth. She’s not afraid to shine.
She sounds FABULOUS! Which celebrity would you LOVE to see rocking your brand?
Angelina Jolie and Gabrielle Union styles are classic and effortless. Sexy yet demure.

How would you describe your own personal style?
I tend to add a little individuality to my style. I love classics and avoid trends.

Jen looking utterly #FashionDuJourable in her own design.

And finally…how’s SS16 looking at Desiri Couture? What are your key trends that we MUST have?
Desiri as a couture line is branching out with the introduction of our ready-to-wear early 2016. We will hold our first fashion show, and here’s hoping it’s a huge success. My advice to fashion lovers is to always go for what works for your body type and not what trends suggest. Many thanks FDJ LDN for putting us “On Your Radar”.

Thank you to the fabulous Jen. We totes heart Desiri Couture! Be sure to check out her designs and peruse her awesome Instagram page for even more lushness. Want to discover even more dynamic and diva-tastic designers FDJ LDN fillies? Well, why not check out all of our “On Our Radar” posts here. You’ll be in fashionista heaven!

Until next time fillies,

Nicky and Leigh at FDJ LDN HQ x

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